Preliminary PPM In L.A.: Cume Go Boom
July 17, 2008 at 10:24 AM (PT)
ARBITRON decided to give radio a sneak peak at PPM precurrency data from LOS ANGELES, and what the ratings firm offered basically reaffirm the PPM's ability to better sample cume and reveal listening habits of Hispanics and African-Americans. The big news is that for a good number of formats, cume has doubled -- or more -- compared to the diary.
Grouping the stations by format, ARBITRON's PPM data saw cume more than doubling at AC, Alternative, Top 40, Country, Oldies and Sports stations, and increasing significantly to the point of close to doubling at Rock, Spanish, Religious and Urban stations. These results basically mirror PPM data in PHILADELPHIA, HOUSTON and NEW YORK.
When it comes to AQH, ARBITRON presented data which illustrated that Spanish-dominant Hispanics spend more time listening to radio than all other demographic segments of the market. The PPM data also found a dramatic increase in the radio audience who are employed, compared to the dairy, particularly African-Americans. When it comes to "turnover," the data revealed that listeners to Hispanics stations have the highest loyalty to the radio stations they listen to over the total week, while African-Americans are more loyal to their stations within morning drive.
The L.A. PPM charts can be seen here.