Arbitron Releases L.A. Chinese Language Listener Study
June 13, 2006 at 11:42 AM (PT)
ARBITRON today released the results of its latest survey of radio listening by Chinese language consumers in the LOS ANGELES metropolitan radio market. Conducted during the Winter 2006 radio survey, the survey found that 56.7% of radio listening by Chinese-speaking Asian Americans in LOS ANGELES is to Chinese language radio. The leading English language formats for these listeners are AC (7.4%), Top 40 (6.0%) and Classical (5.1%).
The survey also found that, over the course of a week, 89.2%t of Chinese-speaking Asian Americans in LOS ANGELES, age 12 and older, listen to the radio, which is up from 88.3% during Winter 2005. These 338,900 persons spend an average of 16:45 hours each week with the medium, which is a 30 minute increase from 2005.
"The Chinese-language community continues to represent a significant up-and-coming market for mainstream advertisers," said MULTICULTURAL RADIO BROADCASTING, INC. Chairman and CEO ARTHUR LIU. "The Asian population in this country can boast of unparalleled levels of education and income. Through surveys conducted by ARBITRON, broadcasters and advertisers can continue to quantify the size, composition and listening habits of the Chinese-language radio audience in LOS ANGELES."