Vitality of Chinese radio market confirmed
Arbitron has released the results of its first ever surveys of radio listening by Chinese language consumers in the Los Angeles and New York metropolitan radio markets.
Conducted during the Winter 2005 radio survey, the two local market surveys found that 56.2% of radio listening by Chinese-speaking Asian Americans is to Chinese language radio. The leading English language formats for these listeners are Adult Contemporary (6.4%), News (6.2%) and Pop CHR (5.2%). The surveys also found that, over the course of a week, 82.5% of Chinese-speaking Asian Americans in New York and Los Angeles, age 12 and older, listen to the radio. These consumers spend an average of 16 hours each week with the medium.
In addition, 53.6% of the Chinese-speaking Asian American audience attended some college and 23.1% live in households with incomes greater than 75,000. "The Chinese-language community represents a significant up-and-coming niche market for advertisers. Similar to the Hispanic market 20 years ago, the Asian population in this country is growing at an extraordinary rate with unparalleled education and income level," said Arthur Liu, CEO of MultiCultural Radio Broadcasting, which ordered the special research. New York and LA charts.
About the Chinese Language Radio Audience in New York
In the New York metro survey area, an estimated 78.5 percent of all Chinese-speaking Asian Americans, age 12 and older, listen to the radio during a survey week (Monday-Sunday, 6:00 a.m. to midnight). These 380,300 persons spend an average of 16 hours each week with the medium.
The top five radio stations for Chinese-speaking Asian Americans in New York are:
|
Station
|
Format
|
Weekly
Audience
(Chinese-American
Persons 12+)
|
Weekly Time Spent Listening (hh:mm)
|
Market Share of radio listening
(percent)
|
|
WZRC-AM
|
Chinese Language
|
175,400
|
18:30
|
53.5
|
|
WINS-AM
|
All News
|
67,200
|
4:45
|
13.9
|
|
WHTZ-FM
|
Pop CHR
|
64,500
|
3:45
|
13.3
|
|
WLTW-FM
|
Adult Contemporary
|
63,900
|
6:15
|
13.2
|
|
WKTU-FM
|
Rhythmic CHR
|
29,100
|
3:00
|
6.0
|
About the Chinese Language Radio Audience in Los Angeles
In the Los Angeles metro survey area, an estimated 88.3 percent of all Chinese-speaking Asian Americans, age 12 and older, listen to the radio during a survey week (Monday-Sunday, 6:00 a.m. to midnight). These 291,500 persons spend an average of 16 hours and 15 minutes per week with the medium.
The top five radio stations for Chinese-speaking Asian Americans in Los Angeles are:
|
Station
|
Format
|
Weekly
Audience
(Chinese-American
Persons 12+)
|
Weekly
Time Spent Listening (hh:mm)
|
Market Share of radio listening
(percent)
|
|
KAZN-AM
|
Chinese Language (Mandarin)
|
110,200
|
10:45
|
25.1
|
|
KMRB-AM
|
Chinese Language (Cantonese)
|
90,100
|
14:45
|
28.0
|
|
KOST-FM
|
Adult Contemporary
|
57,500
|
4:45
|
5.9
|
|
KIIS-FM
|
Pop CHR
|
54,700
|
5:45
|
6.4
|
|
KAHZ-FM
|
Chinese Language (Simulcast of KAZN-AM)
|
38,200
|
7:30
|
6.1
|
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