Urban and Spanish-Language Stations Dominate Major Radio Markets

RESEARCH BRIEF

FROM THE CENTER FOR MEDIA RESEARCH

Tuesday, October 14, 2008

Urban and Spanish-Language Stations Dominate Major Radio Markets

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.

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.

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.

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.

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.

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.

For more information visit www.mediapost.com