Arbitron Releases Houston PPM Ratings Data
July 18, 2007 at 2:33 PM (PT)
ARBITRON released the first "currency" radio ratings from the HOUSTON PORTABLE PEOPLE METER (PPM) radio ratings service, covering MAY 31-JUNE 27. HOUSTON becomes the second U.S. radio market to transition from the paper diary to the PPM electronic measurement, following PHILADELPHIA in APRIL.
JUNE 2007 6+ PPM Trends for HOUSTON (which includes two months of pre-currency data) and PHILADELPHIA were concurrently released this afternoon.
Click here for HOUSTON Cume results.
Click here for PHILADELPHIA Cume results.
Hispanics and African-Americans Lead Houston Radio Listening
The JUNE 2007 HOUSTON PPM data indicates that Hispanics and African-Americans spend more time listening to radio than other consumer segments of the HOUSTON radio metro. The 6+ AQH (MONDAY-SUNDAY, 6a-mid) for Hispanic Persons was 10.9 and Blacks 10.0, compared to 8.9 for Other Persons.
One compelling new finding indicated by the PPM ratings is that, for all measured ethnic groups, a larger percentage of the radio audience (Persons 18+) is employed full time as compared to the percentage of the market population that is employed full time. While more than 56% of the HOUSTON population is employed full time, more than 69% of the radio audience is employed full time.
ARBITRON President, Sales & Marketing PIERRE BOUVARD notes, "Just as we have seen in the PHILADELPHIA MARCH 2007 ratings, the first 'currency' release of the HOUSTON ratings in JUNE shows significant growth in the total audience reach of individual radio stations. That means advertisers can now turn to radio for something that they prize: the ability to deliver reach against a specific target audience. We also see in HOUSTON that radio still maintains its targetability, even as individual station cume audiences have increased."
"The PPM ratings data clearly say that if you want an efficient ad schedule to reach your target audience, you need to consider stations and formats that deliver the highest percentage of AQH composition for your target audience," adds ARBITRON Dir./Multicultural Media Services STACIE DEARMAS. "For example, you can’t effectively reach Hispanics without Spanish-language radio, just as you can’t reach African-Americans without Urban radio."