Arbitron RADAR Showcases A National Profile Of Black & Hispanic Listeners.

Arbitron Inc. is releasing a national profile of black and Hispanic radio listeners in order to showcase an enhanced capability of the company’s RADAR® national radio network ratings service.

As part of the ongoing quality enhancement programs for the RADAR service, Arbitron began collecting the race or ethnicity of every Arbitron survey participant beginning with the Winter 2002 survey. Prior to Winter 2002 Arbitron asked a race/ethnicity question in only 167 markets. These markets met the black and Hispanic population thresholds that qualified a market for the additional survey treatments the company uses to help maintain the appropriate representation of blacks and Hispanics in the ratings results.

“Now that we can identify the race or ethnicity for all respondents, Arbitron is able to report black and Hispanic radio listening in terms of their contribution to the total U.S. marketplace,” said Mike Klein, vice president, RADAR Client Services, Arbitron. “Along with the increased sample sizes that we’ve introduced to RADAR over the past three years, these new data give national advertisers and radio networks a more complete profile of these important segments of the national radio audience.”

Radio’s Reach by Daypart Among Blacks and Hispanics Data from the March 2005 release of RADAR 84 show that, over the course of a typical week, radio reaches 95 percent of Black Persons 12+ and 96 percent of Hispanic Persons 12+; more than 28 million blacks and almost 31 million Hispanics.

And radio doesn’t take the weekend off; in fact radio reaches a larger percentage of blacks and Hispanics over the weekend than in any other single daypart during the week. In addition, a higher percentage of blacks and Hispanics can be reached during television “prime time” (Mon-Fri 7P-12M) than the general population.

Radio’s Reach by Demographic

Radio, with its various formats, appeals to every age group and demographic. In fact, radio reaches more than 90 percent of ethnic listeners in each age group.

Radio Listening by Location

Radio reaches blacks and Hispanics everywhere: at home, at work and in the car. Blacks and Hispanics use radio differently from the total population, listening more at home and less in the car.

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