Arbitron released the first "currency" radio ratings from the Houston PPM service, bringing the second market into the era of electronic measurement, adding to Philadelphia. The June PPM survey, covering 5/31 through 6/27, has been delivered to subscribing radio stations, agencies and advertisers.
Hispanic and African-American Radio Listening Highest in Key Audience Metrics
PPM data in Houston continue to show that radio delivers consistently high levels of weekly and daily cume audiences. The PPM also indicates that Hispanics and African-Americans spend more time listening to radio than other consumer segments of the Houston radio metro. In January 2007, the Media Rating Council accredited the PPM ratings data in Houston.
As with the Philly findings, for all measured ethnic groups, a larger percentage of the radio audience (Persons 18+) is employed Full Time as compared to the percentage of the market population that is employed Full Time. As with the overall population, radio's "working persons" advantage also applies for the Hispanic and African-American listener.
"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," said Pierre Bouvard, president, Sales and Marketing, Arbitron. "We also see in Houston that radio still maintains its targetability, even as individual station Cume audiences have increased."
Unlike diary-based radio ratings, which measures age 12+, children as old as six are eligible to participate in PPM ratings. During the first month of Summer vacation for students, children 6-11 tune in to radio later in the day than during the last two months of school. Midday Cume shows a sharp increase as children have time to listen when they would be in school Fall through Spring.
A three-month cumulative audience trend indicates that school attendance has a significant impact on how children listen to radio. During school months, a greater percentage of children age 6-11 are exposed to radio in morning drive. When school is out, children appear to "sleep in", reducing their morning drive radio exposure. In June, the first month of summer vacation, midday exposure for the start of summer vacation is significantly higher. Weekday exposure to radio from 3 P.M. to 7 P.M. is relatively stable, whether during a school month or not.
