|HOME | STATS | PUBLICATIONS | REGISTER | ADVERTISE | ARCHIVE | ABOUT US | CONTACT US|
Arbitron's latest 'Black Radio Today' report shows continued loyalty of Black listeners
(September 10, 2012) Arbitron, Inc. has released its Black Radio Today 2012, its annual look at the radio listening habits of African-Americans. The overall finding from the report is that radio, and Urban formatted stations in particular, continue to be the dominant media platform among Black consumers.
"About 94% of Black consumers aged 12 years and over listen to the radio each week at home," the report states. "Regardless of age, time of day, or location, radio is a reliable media companion of Black consumers."
The report is taken with surveys of Black audiences during the Fall 2011 Diary and October-November-December 2011 PPM of stations with the following formats: Urban Adult Contemporary, Urban Contemporary, Rhythmic Contemporary Hit Radio, Adult Contemporary, News/Talk/Information, Gospel, Pop Contemporary Hit Radio, All Sports, All News, Classic Hits, and Religious.
Black Radio Today 2012 also uses Arbitron and Scarborough research to develop a profile of radio listening by Black consumers across America, gathered from thousands of respondents in each of the services. You'll find valuable insights on the enduring relationship between radio and Black listeners around the country.
Among the highlight in the report are these findings:
- Between 6AM and 6PM during the work week, at least 10% of the 12+ Black population tuned to the radio; a great majority of that listening occurred out of home.
- The All Sports format had the highest concentration of Black male listeners (at nearly 86%) while Gospel had the highest concentration of Black female listeners (68%).
Among the major formats in this study:
- Urban Adult Contemporary, which became the No. 1 format among Black listeners in the 2006 report, remained atop the list for the seventh straight year. Many of its stations aired high-profile syndicated morning shows but were strong in both drivetime dayparts.
- Urban Contemporary was the dominant format among Black listeners aged 12-34 and took 2nd place overall. Its strength in listenership was in the Eastern half of the U.S., particularly in the Mississippi Delta states.
- Rhythmic CHR (Contemporary Hit Radio) had equal appeal nationally among three ethnic classifications: Black, Hispanic, and "Other." Despite the youthful profile of this format, Black listeners to this format were spenders, savers, and avid Internet users.
- Adult Contemporary (and Soft Adult Contemporary) grew 50% in popularity among Black audiences (mostly women) since the 2004 report.
- The format's strength was in the major markets, and not surprisingly, was strongest in the midday daypart. News/Talk/Information (and Talk Personality) matched the record-high share that it achieved in the Fall 2008 survey, which included the last Presidential election. The format boasted a high percentage of investors, coffee house patrons, and organic food fans.
- Gospel was on the upswing after a multiyear dip in audience share and performed particularly well in PPM markets. The format, perhaps not surprisingly, got its highest ratings across the South.
- Pop CHR (Contemporary Hit Radio) performed best in markets lacking an Urban Contemporary or Rhythmic CHR presence. The format has not performed this well among Black listeners in all the years Arbitron has published this study.
- All Sports is the fastest rising format in the study, percentage wise; it debuted at a 2.0 share in 2008 and currently stands at 3.3. It boasted the highest-income and best-educated Black listeners of all the formats in this study.
A free download of the Black Radio Today report can be obtained by at http://arbitron.com/study/blackrt.asp.
Go to Target Market News homepage
Cafe Mocha Radio marks second year in syndication with six new affiliates
Renetta McCann returns to ad industry as Leo Burnett's Chief Talent Officer
Michelle Obama's Democratic Convention speech draws 26.2million TV viewers
ESSENCE appoints Teresa Wiltz deputy editor, also adds contributors
BET's 'Sunday Best' season finale scores show's highest ratings ever
Urban Radio Forum touts speakers from Obama 2012 agency, Horizon Media and FCC
Black Cable TV Ratings for Week of August 19 - 26 'Love and Hip Hop' and other cable favorites attract 10 million more than TV's Top 25
Black TV Ratings for Week of August 19 - 26 Black viewers' TV habit remain the same for the final viewing days of summer
Study: African Americans more engaged in Internet radio ads than whole population
BET News poll of Black voters finds more concerned about wages than jobs
Olympian Gabby Douglas: A Case of Here We Go Again - By Tom Burrell
IMAGES USA advertising agency adds three new clients to its roster
Click here for more recent news stories and our news archive
Return to top of page
TARGET MARKET NEWS
228 S. Wabash Ave.
Chicago, Il 60604
Copyright (c) 2012 All rights reserved
firstname.lastname@example.org Supplier Services