La Preciosa #2 in Adults 18-34 according to WS Journal

[CCX]

Just got through reading an article in today's (Sat, Sep 2nd) Winston-Salem Journal about La Preciosa's ratings. According to the article, they are now number 2 with Adults 18-34 in the Metro. I'm curious about whether or not anyone else read this article. The writer didn't source, other than Arbitron. He doesn't say whether that's the latest trends or the Quarterly (I'm assuming the Trends since that was not the case in the quarterly). Also, a ranker was listed showing La Preciosa in 8th position. The ranker doesn't state what demo, what daypart, etc. While the overall article was interesting about La Preciosa's rapid rise in the Triad, it was sadly lacking in detail and left me with many questions.

I'm also amazed that the Triad could have that many Hispanic residents! I can only assume that the ratings are a function of Arbitron's weighting and the lengthy Time Spent Listening that Hispanic radio consumers are known for. I think the last time I saw a station zoom to the top like this was when 102 Jamz went on the air!

 

[XTalker]

The Triad has a very large Hispanic population - particularly in the younger demos. I think you will find those that migrate to the US (legally and illegally) are generally younger adults with small children accounting for the tremendous growth in the 18-34 cell. I suspect there are relatively few Hispanics is the 35 plus cells.

It is likely that close to 100% of the available Hispanic cume is now reporting that one station. Meanwhile, the English speaking cume is scattered across a number for formats.

The other factor is that for years, the Hispanic group has been scattered among all the small, AM Hispanic stations - none of which garnered enough in-tab listings to register in the Arbitron. Now they have gravitated to the one station with a metro sized signal.

For Arbitron purposes, it is all NEW CUME and therefore, the big jump for the station that didn't exist before.

 

[CCAlumni]

Not really a surprise. La Ley has been first with 18-34 in Raleigh most of the time since it came on.

 

[Mr Winston-Salem]

Hispanic spending in 2004
Forsyth County (Winston-Salem) - $504 million
Guilford County (Greensboro + High Point) - $382 million
Davidson County (Lexington) - $89 million
Surry County (Mt. Airy) $72 million

I read recently Winston-Salem is now around 15% hispanic? I think Greensboro is around 5% hispanic? The market is there and growing and this is the only hispanic FM in the market. No doubt it is doing very well. That is a lot of spending that was over-looked by FM until now. The Journal's research for stories isn't very good. I would image you could tell them anything and they would print it.

 

[chchcharlie]

Hispanic spending in 2004
Forsyth County (Winston-Salem) - $504 million
Guilford County (Greensboro + High Point) - $382 million
Davidson County (Lexington) - $89 million
Surry County (Mt. Airy) $72 million

I read recently Winston-Salem is now around 15% hispanic? I think Greensboro is around 5% hispanic? The market is there and growing and this is the only hispanic FM in the market. No doubt it is doing very well. That is a lot of spending that was over-looked by FM until now. The Journal's research for stories isn't very good. I would image you could tell them anything and they would print it.

Where did you find the 15% figure for Winston Salem?

The latest figures I have seen and where I got them:

Forsyth County - 9.0% Hispanic http://quickfacts.census.gov/qfd/states/37/37067.html

Winston Salem - 8.6% Hispanic http://quickfacts.census.gov/qfd/states/37/3775000.html

Guilford County - 5.0% Hispanic http://quickfacts.census.gov/qfd/states/37/37081.html

Greensboro - 4.4% Hispanic http://quickfacts.census.gov/qfd/states/37/3728000.html

 

[Mr Winston-Salem]

According to the Winston-Salem Journal (artilce two weeks ago), Winston-Salem was 14.3% hispanic in 2005 and I'm guessing it is around 15% in 2006. The numbers for Winston-Salem you posted are from six years ago.

Edit to add other cities: (source Winston-Salem Journal)

Winston-Salem: 14.3% hispanic
Durham: 13.2% hispanic
Charlotte: 9.7% hispanic
Raleigh: 9.7% hispanic
Greensboro: 5.7% hispanic

The numbers you posted for Forsyth County are from 2004. The 2005 estimate for Forsyth is 9.7% hispanic. It's likely around 10.5 for Forsyth County today (July 2006).