Hispanics and ratings

[sathman1]

This is just an odd thought I had since the Spanish stations are dominating.If the government does pass a new immigration bill and begins to round up the "undocumented workers", how would that effect ratings???Also, I am wondering if ratings by Arbitron are not adjusted based on the ratio of the population.For example, (in simple terms) if there were 3 ppl, 2 white and 1 Hispanic and all three are polled about stations. Would the Hispanic persons number count twice since the person is outnumbered 2 to 1. In other words....(1) Hispanic person choose KEGL = 2 points(2) White people choose KRLD = 2 pointsI hope I made myself clear and I didn't cause too much confusion.I am wondering these things because Hispanic stations are blowing up in the ratings and that kind of rise in just about any type of statistic is almost impossible without some type of adjustment.Thanks,Sathman

 

[-juan-]

The Ratings in any market will not be affected. Under my understanding, only U.S. Citizens are called for the arbitron surveys. I think arbitron surveys a certain amount of people under the percentage of people that live on the area. For example, if there is 10% hispanic in a market area, then 10 percent of the people surveyed will have to be hispanic. It's hard to explain, maybe someone can make it clearer than I did.

 

[davideduardo]

Arbitron surveys each market with a set of sub-groups that they survey in proportion to the presence of that group in the population. If the market is 52% female, 52% of diaries are to be obtained from women. If they do not get perfect proportionality, then weighting makes the difference. All that is needed to be surveyed is a listed phone, which gets you on the SSI database, or an unlisted one, which gets random digit dialing procedures. Legality or citizenship are immaterial. If you can be found by phone, you can participate. However, Arbitron and my own research shows that illegals severely uunderindex in participating as they must give family information and an address to get the diaries. Since an illegal immigrant would not want to give this out, very few participate for fear it is a trick or a government round-up.

 

[davideduardo]

Also, I am wondering if ratings by Arbitron are not adjusted based on the ratio of the population.For example, (in simple terms) if there were 3 ppl, 2 white and 1 Hispanic and all three are polled about stations. Would the Hispanic persons number count twice since the person is outnumbered 2 to 1. In other words....(1) Hispanic person choose KEGL = 2 points(2) White people choose KRLD = 2 points

Ratings participants are selected in proportion to the percentage of a group in the overall population being surveyed (called the "universe")If a market is 6% 25-34 women, then 6% of diaries go to women that age. If a market is 15% Black, 15% of diaries go to Blacks, and, within that 15%, there is proportionality for age and sex adn, in many markets, what part of the market they live in (sample frame). In general, and within a couple of percent, every diarykeeper has the same value in the survey... one person, one vote. However, it is more complicated as a 22 year old Spanish Dominant Hispanic living in Tarrant County HDHA is proportional on 1) age, 2) sex, 3) ethnicity, 4) language usage, 5) geography.As Hispanic populaitons grow, Hispanic targeted stations will grow also. And this will not change even as immigrants are here longer, since music taste and such seldom changes in a person.

 

[ropertex]

.As Hispanic populaitons grow, Hispanic targeted stations will grow also. And this will not change even as immigrants are here longer, since music taste and such seldom changes in a person.

My grandfather gave up polkas and learned to appreciate jazz and American popularmusic. He also learned English.

 

[davideduardo]

The keyword is "seldom" as sociologists and cultural anthropologists have studied when musical taste is formed and it is in the early years of adolescence. In most people, everything from that point on is a progression from that base, and it is unlikely that a person will deviate much. So a Hispanic person will generally like Hispanic music forms that are unlike anything in English, for all their life. There is no way, for example, that I would be cought dead listening to most English language music, as most of it sounds irritating to me. The odd exception is 50's and 60's oldies, since these were played all over Latin America when I was a kid. But hard rock? Sounds less appealing than a buzz saw! We like what we became familiar with around ages 12 to 16, and that sticks with us for life, although it goes through style changes such as Top 40 to Hot AC to soft AC.