There’s a new radio market #38. Arbitron has added a new Hudson Valley market, replacing the smaller Newburgh-Middletown, NY (#137) market. The change will begin with the Fall 2011 book.
The new Hudson Valley market consists of four New York counties, Westchester, Rockland, Putnam and Orange. Arbitron said it currently has estimated population of 1,471,000 persons age 12 and older, placing the market at rank number 38 among the Spring 2011 roster of 280+ markets. Since Arbitron updates the population estimates for its radio markets each September, the market ranks for the Fall 2011 survey are not yet finalized. The new market will be surveyed twice yearly.
Despite the market rank, this will be a diary market, not a PPM market.