New PPM Data Illustrates Hurricane Ike Impact
October 28, 2008 at 3:54 PM (PT)
ARBITRON has just released PPM data on the impact of HURRICANE IKE on the HOUSTON market -- and the listening drops were, as expected, dramatic. Ethnic audiences were twice as impacted as non-ethnic listeners. Especially hard hit were Blacks, the 45-49 age group and the 6-11 demo.
According to data provided by consultant RANDY KABRICH, who's consulting COX stations in the market, non-ethnic 12+ participation dropped 9.7% primarily due to HURRICANE IKE, while Hispanic 12+ persons fell almost 15% and 12+ Blacks dropped 20%. Total 12+ participation dropped 13.2%
Breaking out the demos, most of the categories fell in the teens, percentage-wise, with notable exceptions. Black persons 6+ fell 22%, and 45-49 listeners were especially hard hit. Women in that cell fell 25.4%, while their male counterparts dropped 28.1%. The other cell that suffered the biggest loss was 6-11; boys dropped 26.4% and 6-11 girls 21.2%.
KABRICH also noted that DDIs have not been as dramatically impacted by the hurricane because ARBITRON has been oversampling the entire market.
Crunch the numbers here.