The radio industry in large markets often live or die by their ratings. Ratings are provided by the Arbitron ratings service. Recently they have switched from a diary based system, where people are supposed to write down what they listened to everyday for a week, to an electronic system called Portable People Meters, that people wear, that "listens" for you and records electronically what radio stations you listened to.
Quite frankly, both systems have their flaws, and I prefer to sell advertising based on real numbers from my advertising partners, but this is the way most advertising agencies make their buys for their clients, so I get to work with ratings too.
With all of that background info, I present a study released this week:
According to Arbitron's September Portable People Meter (PPM) radio ratings, African Americans and Spanish-dominant Hispanics have the highest radio listening levels of all demographic groups, and continue to propel urban and Spanish-language stations to the top in major US markets, including New York, Chicago and San Francisco.
| Persons Age 12 And Older Using Radio (Monday-Sunday 6am-Midnight) | |||||
|
| Other (non-black, non-Hispanic) | Black | Hispanic | Spanish Dominant Hispanic | English Dominant Hispanic |
| New York | 9.2 | 11.9 | 9.6 | 9.9 | 9.1 |
| Los Angeles | 8.9 | 8.1 | 10.9 | 11.6 | 9.8 |
| Chicago | 10.4 | 8.5 | 10.1 | 10.8 | 8.9 |
| San Francisco | 8.1 | 9.3 | 10.1 | 11.3 | 8.9 |
| Nassau-Suffolk | 9.5 | 12.5 | 10.9 | 12.1 | 9.4 |
| Middlesex-Somerset-Union | 9. | 12.9 | 8.3 | 8.0 | 8.5 |
| Riverside | 7.5 | 9.4 | 10.0 | 10.2 | 9.9 |
| San Jose | 8.2 | - - | 9.2 | 10.5 | 8.0 |
| Source: Arbitron PPM, September 2008 | |||||
How to read: In New York, the average audience in any quarter hour Monday-Sunday 6am-Midnight consists of 11.9 percent of all African Americans in the market...
The September PPM survey month covered the period from August 21 to September 17, and rated stations in New York, Los Angeles, Chicago, San Francisco, Nassau-Suffolk (NY), Middlesex-Somerset-Union (NJ), Riverside-San Bernardino (CA), and San Jose. Key market findings:
In New York, the Steve Harvey Show on WBLS-FM tied with news station WINS-AM for number one among listeners age 25-54 in the a.m. drive.
| Persons 25-54 AQH Share New York Radio Metro (Monday-Friday 6am-10am) | |||
| Rank | Outlet | Format | AQH Share |
| 1t | WBLS-FM | Urban Contemporary | 6.1 |
| 1t | WINS-AM | All News | 6.1 |
| 3 | WHTZ-FM | Pop Contemporary Hit Radio | 6.0 |
| 4 | WAXQ-FM | Classic Rock | 5.9 |
| 5 | WPLJ-FM | Hot Adult Contemporary | 5.0 |
| 6 | WLTW-FM | Adult Contemporary | 4.5 |
| 7t | WRKS-FM | Urban Adult Contemporary | 4.4 |
| 7t | WCBS-FM | Classic Hits | 4.4 |
| 9 | WCBS-AM | All News | 4.0 |
| 10 | WKTU-FM | Rhythmic AC | 3.9 |
| Source: Arbitron PPM, September 2008 | |||
Chicago, "Piolin por La Mañana" on WOJO-FM was #1 among 18-34 year-olds in the a.m. drive, after Univision Radio revamped its morning moving "Piolin por La Mañana," to WOJO-FM and resulting in a steady audience increase.
| Persons 18-34 AQH Share Chicago Radio Metro (Monday-Friday 6am-10am) | |||
| Rank | Outlet | Format | AQH Share |
| 1 | WOJO-FM | Mexican Regional | 8.9 |
| 2 | WUSN-FM | Country | 8.3 |
| 3 | WKSC-FM | Pop Contemporary Hit Radio | 6.1 |
| 4 | WLS-FM | Oldies | 5.4 |
| 5 | WLEY-FM | Mexican Regional | 5.1 |
| Source: Arbitron PPM, September 2008 | |||
How to read: In the Morning Drive daypart, Monday-Friday 6am-10am, 8.9 percent of all radio listening by Persons aged 18-34 in the Chicago Radio metro was to WOJO-FM.
In San Francisco, Hip-Hop/R&B on KMEL-FM was number one among those age 18-34. The Clear Channel station has been a consistent top performer and had the highest ratings among those age 18-34 for the total broadcast week.
| Persons 18-34 AQH Share San Francisco Radio Metro (Monday-Sunday 6am-Midnight) | |||
| Rank | Outlet | Format | AQH Share |
| 1 | KMEL-FM | Rhythmic Contemporary Hit Radio | 10.8 |
| 2 | KSOL-FM | Mexican Regional | 7.3 |
| 3 | KYLD-FM | Rhythmic Contemporary Hit Radio | 6.3 |
| 4 | KRZZ-FM | Mexican Regional | 5.9 |
| 5 | KITS-FM | Alternative | 4.9 |
| Source: Arbitron PPM, September 2008 | |||
How to read: For the total broadcast week, Monday-Sunday 6am-Midnight, 10.8 percent of all radio listening by Persons aged 18-34 in the San Francisco metro was to KMEL-FM.
In Riverside-San Bernardino, Spanish Adult Hits on KLYY-FM was first among those age 25-54. Radio José FM 97.5, Entravision Communications' Spanish adult hits station, has been a consistent top performer and held the top spot in ratings for the total broadcast week.
| Persons 25-54 AQH Share Riverside-San Bernardino Radio Metro (Monday-Sunday 6am-Midnight) | |||
| Rank | Outlet | Format | AQH Share |
| 1 | KLYY-FM | Spanish Adult Hits | 8.8 |
| 2 | KOLA-FM | Classic Hits | 6.8 |
| 3 | KIIS-FM | Pop Contemporary Hit Radio | 6.5 |
| 4 | KGGI-FM | Rhythmic Contemporary Hit Radio | 5.3 |
| 5 | KLVE-FM | Spanish Contemporary | 5.0 |
| Source: Arbitron PPM, September 2008 | |||
How to read: For the total broadcast week, Monday-Sunday 6am-Midnight, 8.8 percent of all radio listening by Persons aged 25-54 in the Riverside-San Bernardino metro was to KLYY-FM.
For more details from Arbitron, please go here.
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