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Ethnic targeting??

S

sdh483

All I hear is hispanic target this and hispanic target that when it comes to S.A. stations. What about the caucasions in San Antonio??? The African Anericans? Asians? Somolians??? I don't get the whole ethnic targeting stratgey.
 
S.A. is mostly hispanic , But what is African Anericans ? ???
 
sdh483 said:
All I hear is hispanic target this and hispanic target that when it comes to S.A. stations. What about the caucasions in San Antonio??? The African Anericans? Asians? Somolians??? I don't get the whole ethnic targeting stratgey.
Click to expand...

The issue starts with the very defintion of radio ratings, which are theoretically a random probability sample that mirrors the universe. OK, what that means in English is that every group in a rated market should be sampled at random and in proportion to its percentage in the total market (universe).

So, to build a sample specification (and ratings, like a blood test, are samples of the population that should mirror the entire population) you first determine the stratification variables... that means the sub groups that the whole group is made up of... and sample each in proportion. If a market is 52% female, then 52% of the diaries should come back from women. The stratification variables are age, sex, geography (different counties or county areas) and ethnicity.

So, in San Antonio, to build a good sample, 52% of diaries go to Hispanics. Recently Arbitron introduced a new variable which divides Hispanics into Spanish and English dominant, since this is an important consideration.

Advertisers desgn campaigns around target groups. They know a different approach may be needed to reach Hispanics than some other group. Or they know younger listeners need a different creative than older ones. So they want to know what kind of listener each staiton has. And that is why we have ethnic breaks, just like we have age and sex and ZIP code breakouts.

I hope this helps understand the way ratings are done. If all I did was manage to confuse the issue, ask again... I'll give it another stab! ;)
 
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