kilamanjero said:
KMEL's audience composition is like 35% black, 40% Hispanic/Latino, and 25% Asian. Ironically, although KMEL's playlist is very much 'urban contemporary', but the majority of its audience is Hispanic and Latino.
Six month average shows KMEL at around 38% Black, 22% Hispanic and 39% "Other." Arbitron does not break out Asian, and "other" means everyone who is neither black nor Hispanic (Arbitron does not contemplate Hispanic Blacks as the question is 'one of the following.").
In the US, Hispanic and Latino have approximately the same meaning save for nit-pickers like myself who will point out that Brazilians are Latinos but not Hispanics. Arbitron uses the term "Hispanic" exclusively, while the Census offers many alternitives ranging from Latino and Hispanic and even the dated "Spanish" to Chicano and national origin based choices like "Mexican" or "Cuban."
In general, unless not mainstreamed, Urban Contemporary formats tend to have very low Hispanic usage, while pure Urbans may get a significant share from that group.