Arbitron makes in-depth Hispanic and Black radio studies available for free download

COLUMBIA, MD – Arbitron Inc. announced the free download availability of its “Hispanic Radio Today 2009, How America Listens to Radio” and “Black Radio Today 2009, How America Listens to Radio” studies.  Both are available for download at www.Arbitron.com.  Both of the studies feature Portable People Meter(TM) (PPM(TM)) data information for the first time.

“Ethnic formatted stations reach millions of listeners everyday,” said Alton Adams. “These studies show the strength of radio as a media companion to ethnic consumers. Radio’s relationship with ethnic listeners has been consistent over time; year over year, more than 90 percent of black and Hispanic listeners tune in to radio for news, culture and sounds of the community.”

The Hispanic radio study includes the following highlights:

— #1 English-language format among Hispanics is Rhythmic CHR.

— #1 Spanish-Dominant format is Spanish News/Talk.

— Radio’s Reach among Hispanics Remain Strong.

— Radio’s reach among Hispanic listeners has remained between 94% and 96%, since the beginning of the Hispanic Radio Today series in 2001

— Hispanic weekend ratings have grown in relation to weekday listening

The Black radio study includes the following highlights:

— For the first time, Urban Contemporary formatted stations had higher weekend ratings in Fall 08 than in weekday afternoons.

— African-American Urban Adult Contemporary listeners spent more time each week with the format (8 hours, 30 minutes) than any other format in the study.

— More than half of Urban Contemporary’s 18+ consumers attended or graduated from college, and one in seven had advanced degrees or
beyond.

— News/Talk/Information has 2,634 stations and attracts 2.7 million African-American listeners weekly.

These reports are available on the Radio Today page http://www.arbitron.com/study/grt.asp

Highlights from these and other studies can be found on Twitter.