Arbitron issues annual study, Black Radio Today 2009, with PPM data for first time

(February 25, 2010) Arbitron Inc. announced today that the Black Radio Today 2009 study has been released and are available to the public in PDF form through its Web site at www.arbitron.com. Also just released its Hispanic Radio Today 2009. Both of these studies feature Portable People Meter data information for the first time.

"Ethnic formatted stations reach millions of listeners everyday," said Alton Adams, Executive Vice President, Chief Marketing Officer, Arbitron Inc. "These studies show the strength of radio as a media companion to ethnic consumers. Radio's relationship with ethnic listeners has been consistent over time; year over year, more than 90 percent of black and Hispanic listeners tune in to radio for news, culture and sounds of the community."

Black Radio Today 2009, How America Listens to Radio includes these highlights:

- For the first time, Urban Contemporary formatted stations had higher weekend ratings in Fall 08 than in weekday afternoons.

- African-American Urban Adult Contemporary listeners spent more time each week with the format (8 hours, 30 minutes) than any other format in the study.

- More than half of Urban Contemporary's 18+ consumers attended or graduated from college, and one in seven had advanced degrees or beyond.

- News/Talk/Information has 2,634 stations and attracts 2.7 million African-American listeners weekly.

Also for the first time, the Black Radio Today study includes a format report on All Sports programming. With a full 2.0% share of Black radio listening, this format not only generates an important share of audience, it also offers an impressive
qualitative profile of its consumers.

Dropped from the study is a format report on New AC and Smooth Jazz programming. There has been a significant loss in the number of stations programming New AC/Smooth Jazz, resulting in a decline from 5.4% to just 1.4% of radio listening by Black Americans. This decline is attributable to many format departures in larger markets such as New York; Philadelphia; Baltimore; Washington, DC; Denver-Boulder; Houston-Galveston; and, more recently, San Francisco, San Jose and Chicago. Others have recently re-branded themselves as “Smooth AC.”

Click here to obtain a PDF version of the Black Radio Today report

Go to Target Market News homepage


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