Saturday, January 01, 2011

Hispanic Listening: PPM Isn't As Kind To Country As Diaries Were

Hispanic Radio Today 2010 is just out from Arbitron (click to download the pdf) and it offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics.

First, let me correct the record now that we have the full results.

Two weeks ago I predicted that country's share of Hispanic listening in the report was going to be down into the two's. That's only partially true, as the diary markets in the national averages rescued us more than just a little bit (click the graphics to enlarge them).

Are we a 2.3? Or a 5.3 share of their listening??

In 2011, let's resolve to understand why the PPM panel seems to under-represent country's ethnic listening, especially from the 2010 census' fastest-growing segment of the U.S. population ... or were Hispanics writing in diaries listening they didn't actually do?

Seems unlikely to me.

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