Interesting blog in today's Taylor on Radio-Info:
New estimates for “Spanish-dominant” speakers are changing some Arbitron markets.
The year-to-year drop for Spanish-dominants in San Antonio was a whopping 31%. It was 16% in Sacramento and 14% in Austin. Chicago was down nearly 9% and Dallas 8%. The only markets showing significant gains were Denver (up 14%) and San Francisco (up 6%). Arbitron gets its language-preference estimates from Nielsen Media Research, and Nielsen has modified its procedures toward an address-based sample as opposed to a local landline phone sample. The sample size is smaller, and thus Nielsen’s grouping the last six years of data instead of two years. That does a better job with cellphone-only households and has a higher response rate. But for this transition, there are notable changes. Remember San Antonio? Univision’s regional Mexican KROM is off 6.6 to 5.2 and its cume is down more than 50,000. Remember Dallas? Total Spanish shares are off, about the same percentage as the drop in Spanish-dominants. But in Las Vegas, a couple of Spanish stations are rocketing upwards – and Vegas is one of four markets where Arbitron just instituted “Language Usage Weighting.” (The others are Tampa, Orlando and Washington DC.) Yesterday’s TRI pointed out that in Vegas, Univision’s “La Nueva” had zoomed 4.1 to 4.7 to 5.6 since the December book. Lotus’ Spanish variety hits KWID jumped 3.6-4.2-5.1. Not every Spanish station is up in such markets. Because sometimes we’re going to see another factor – more young Hispanics tuning in English-language radio, even if they’re classified as “Spanish dominant.”
New estimates for “Spanish-dominant” speakers are changing some Arbitron markets.
The year-to-year drop for Spanish-dominants in San Antonio was a whopping 31%. It was 16% in Sacramento and 14% in Austin. Chicago was down nearly 9% and Dallas 8%. The only markets showing significant gains were Denver (up 14%) and San Francisco (up 6%). Arbitron gets its language-preference estimates from Nielsen Media Research, and Nielsen has modified its procedures toward an address-based sample as opposed to a local landline phone sample. The sample size is smaller, and thus Nielsen’s grouping the last six years of data instead of two years. That does a better job with cellphone-only households and has a higher response rate. But for this transition, there are notable changes. Remember San Antonio? Univision’s regional Mexican KROM is off 6.6 to 5.2 and its cume is down more than 50,000. Remember Dallas? Total Spanish shares are off, about the same percentage as the drop in Spanish-dominants. But in Las Vegas, a couple of Spanish stations are rocketing upwards – and Vegas is one of four markets where Arbitron just instituted “Language Usage Weighting.” (The others are Tampa, Orlando and Washington DC.) Yesterday’s TRI pointed out that in Vegas, Univision’s “La Nueva” had zoomed 4.1 to 4.7 to 5.6 since the December book. Lotus’ Spanish variety hits KWID jumped 3.6-4.2-5.1. Not every Spanish station is up in such markets. Because sometimes we’re going to see another factor – more young Hispanics tuning in English-language radio, even if they’re classified as “Spanish dominant.”
, I'm stuck watching the Novellas but they talk too fast.. )and when my friend do speak the language, it's with familia and then it's the grandparents. Not sure how much immigration has slowed, but I wonder if there are as many puro Spanish speakers coming into the country anymore as there used to be? America seems to have almost a unique ability to meld folks into the culture.