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spanish radio

J

jayedwards

Guest
what's this I hear about arbitron giving special consideration to spanish language stations? I see such stations ratings are up in NYC and Philly! does arbitron give such consideration to black or asian formatted stations too? (what is their reason for doing so? )
 
jayedwards said:
what's this I hear about arbitron giving special consideration to spanish language stations? I see such stations ratings are up in NYC and Philly! does arbitron give such consideration to black or asian formatted stations too? (what is their reason for doing so? )
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First, "Spanish Radio" exists in Spain. We are talking about American radio if we are in the US. There is no special consideration for Spanish language stations. I don't know where you heard this.Arbitron attempts fo have a 100% proportional sample, whre very diary keeper has exactly the same value. Due to the vicissitudes of diary return, this is not 100% possible, so proportionality is achieved by a good sample and a small element of weighting to make each group in the sample reflect exactly its proportion in the market. WHat there is is an effort to better measure the listening by now, starting in January, making sure that the two sets among Hispanics, Spanish dominant and English dominant, are correctly represented in earch survey. All this does is insure that book to book there will be less wobble due to sampling more or less of eaither group. This should stabilize the previously wildly wobbling numbers of Spanish staitons in the past. In a sense, Arbitron does not measure stations; it measures people and thier habits of radio listening. As such, there can be and is not any "conswideration" at the station level.
 
no offense intended David. I meant spanish language programmed USA stations. * Thanks! Jay
 
According to Arbitron, New York is 19.1% hispanic, but by my reckoning, only 12% of the stations are targetting Hispanics, and only 3 out of 20 (15%) on the FM band. Therefore there is probably space for another Hispanic targetting station, especially now the existing ones are riding high in the ratings. CBS Radio would be a prime candidate since all their FM stations are in the toilet, and in Washington DC and Tampa they took the plunge, but would their tie-in with SBS prevent them?
 
About 40% of NY Hispanics do not use Spanish radio. One thing is to target Hisanics (WKTU being a great example) and another thing is to be in Spanish. Remember, the major Puerto Rican migration happened between 1946 and 1966, so that the original immigrants have grandkids here now... and they don't use Spanish radio.
 
DavidEduardo said:
About 40% of NY Hispanics do not use Spanish radio. One thing is to target Hisanics (WKTU being a great example) and another thing is to be in Spanish. Remember, the major Puerto Rican migration happened between 1946 and 1966, so that the original immigrants have grandkids here now... and they don't use Spanish radio.
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They absolutely don't since their stations do not reach our shores as you stated earlier.
 
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