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The first “currency” radio ratings from the Portable People Meter radio ratings service were released by Arbitron Inc. this week for Houston - the second U.S. radio market to join the electronic measurement club following Philadelphia, which in April became the first radio market to measured by PPM.
PPM data in Houston continue to show that radio delivers consistently high levels of weekly and daily cume audiences, Arbitron said, writes MarketingCharts. Arbitron added that Hispanics and African-Americans spend more time listening to radio than other consumer segments of the Houston radio metro:
A new finding from the ratings is that, for all measured ethnic groups, a larger percentage of the radio audience (persons 18+) is employed full time than the percentage of the market population as a whole:
That “working persons” advantage also applies to Hispanic and African-American listeners in Houston and is in line with the reported Philadelphia PPM ratings for March 2007.
“Just as we have seen in the Philadelphia March 2007 ratings, the first ‘currency’ release of the Houston ratings in June shows significant growth in the total audience reach of individual radio stations. That means advertisers can now turn to radio for something that they prize: the ability to deliver reach against a specific target audience,” said Pierre Bouvard, president of sales and marketing at Arbitron.
“We also see in Houston that radio still maintains its targetability, even as individual station Cume audiences have increased.”
MarketingCharts provides more, including data on average quarterly hour audience composition - and the newest demographic for radio: children 6-11 years old.
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