Arbitron: Spring 2002 Hispanic Language Preference Report.

The Hispanic Diarykeeper Language Report, available only via Arbitron’s Web site, provides information about the language orientation of the Hispanic in-tab sample in the quarterly Radio Market Reports (RMR) for Hispanic-controlled Metros. (Hispanic-controlled Metros have a Persons 12+ estimated population that is at least 10 percent Hispanic, or a Persons 12+ Hispanic population of at least 75,000.)

The Language report delineates the Total Persons 12+ Metro rank and population for each qualifying market, and the Hispanic percentage of each population. The absolute “Hispanic P12+ In-Tab,” and the percentages of “Hispanic P12+ In-Tab” who said they primarily speak Spanish and English are also reported.

Diarykeeper classification is based on answers to three questions at the back of the radio diary:

What Language do you speak most often at home?
What language do you speak most often away from home?
What language do you prefer to speak?
Diarykeepers are classified as Spanish Primary if two or more questions are answered, “Spanish,” or English Primary if two or more questions are answered, “English.”

Each report includes a brief “How to Read” table below the report table.

Note that the percentage reported for each language group applies only to the Arbitron Hispanic in-tab sample and may not reflect the language mix of the entire Hispanic population in each market.

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