Arbitron Adds Black, Hispanic & Asian Reports To Local Market Commuter Profiles.

Arbitron Inc. announced that it has compiled detailed ethnic commuter profiles utilizing Census 2000 and Arbitron data to provide valuable information to the radio industry about ethnic commuters’ travel time, time of departure and method of getting to work. This tool is expanded to offer profiles covering Persons 16+ for Hispanic, Black, Asian, and Non-Hispanic White demographic segments.

Arbitron has posted the new profiles with the general population profiles on its Web site at :
http://www.arbitron.com/radio_stations/commuterIQP.asp.

What’s in Each Profile

. Travel Time – Commuting time is broken out in increments, starting with less than 15 minutes and going up to 60 minutes or more. Average traveltime in the Metro is also available.

. Time of Departure – From the early birds to the swing-shift workers, the profiles have everyone covered.

. Method of Getting to Work – Workers are categorized according to whether they drive to work alone, carpool, use public transportation, walk to work, work at home, or use another means of getting to their workplace.

Commuting Facts that May Surprise You

. The champion Hispanic carpoolers in the U.S. reside in Raleigh-Durham, where 46.9 percent of the Hispanic working population carpools.

. New York black residents have an average 41 minute commute leading the national average of black commuters. Twenty-six percent of black commuters and 24 percent of Asian commuters in New York have drive times of 60 minutes or more.

. People who live in the Clarksville-Hopkinsville, TN-KY Metro are the earliest early birds in the United States: 23.3 percent leave home before 6AM to get to work.

“The newly available ethnic commuter profiles will help radio stations better understand when specific ethnic audiences are leaving home and how long it’s taking them to get to work,” said Dan Estersohn, senior demographer for Arbitron. “For the total U.S., over 58 percent of commuters leave home outside of the 7:00AM to 8:30 AM slot. The break-out of demographics will help stations and advertisers identify a broad range of opportunities to reach these diverse groups through an understanding of commuting patterns.”