RADAR showcases national profile of Black and Hispanic listeners
Arbitron is releasing a national profile of black and Hispanic radio listeners in order to showcase an enhanced capability of the company's RADAR ratings 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.
Data from the March 2005 release of RADAR 84 includes:
- Per 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.
- Radio reaches a larger percentage of blacks and Hispanics over the weekend than in any other daypart during the week.
- A higher percentage of blacks and Hispanics can be reached during television "prime time" (Mon-Fri 7P-12M) than the general population.
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