Puerto Rico Radio Today How Puerto Rico Listens to Radio

Transcription

1 Puerto Rico Radio Today How Puerto Rico Listens to Radio 2009 Edition INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS MCL /09

2 Radio in Puerto Rico Puerto Rico Radio Today is Arbitron s up-to-date look at how people use radio in Puerto Rico. This study examines radio listening for the survey of Winter It is an effort to expand the knowledge on Puerto Rican listeners and bring new sources of information to enhance the activity of radio in and out of the island. Some Facts About Puerto Rico Puerto Rico is a U.S. commonwealth. Puerto Ricans have U.S. citizenship, currency, and defense. Nevertheless, residents of Puerto Rico don t pay federal income tax and they can t vote in presidential elections. They do elect their own governor and have their own legislature. Puerto Ricans consider themselves American and accept the free association with the U.S., but at the same time are extremely proud of their island and their culture. Currently, Spanish and English are the official languages. About one-quarter of the population speak English. English is required in all federal matters. Arbitron has ranked Puerto Rico as the 14th most populous market in the U.S. The ranking has been based on the population of 12 years and older, which in Puerto Rico is 3,325,754. When analyzing the island, there are several regions San Juan, West, South, East, North and Northeast that have important population centers with their own characteristics, such as Mayagüez, Ponce, Humacao, Fajardo, San Juan. The mountainous island of Puerto Rico lies 1,000 miles southeast of Miami. The total area of the island is 3,515 square miles. It can be compared to Connecticut. It is a little smaller, but with almost a half million more people. 2

3 Contents How Puerto Rico Listens Qualitative Information About Puerto Rico Radio Reaches All Ages 4 Puerto Rico: Qualitative Profile Time Spent Listening 5 San Juan: Qualitative Profile Working Women Overnight Listening Listening Location Radio is Strong on Weekends Puerto Rico: Media Exposure During One Week Time Spent Traveling to Work One Way Puerto Rico Preferences: Automotive Hour-by-Hour Listening At Home vs. Away from Home Puerto Rico Preferences: Department Store Purchases Puerto Rico: Quick Service Restaurant Visits What Puerto Rico Listens To AM/FM Listening 12 AM/FM Share of Listening by Region 13 AM/FM Comparison Among Similar Arbitron- Ranked Markets 14 Format Listening in Puerto Rico 15 Format Listening by Region 16 Format Shares by Sex 19 Format by Time Spent Listening 20 3

4 Radio Reaches All Ages Nearly 94 percent of all persons 12+ listen to radio each week. Weekly Cume Rating P12+ P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women How To Read: These figures represent weekly cume ratings. For example, 93.3 percent of teen females in Puerto Rico tune to the radio at least once during an average week, between the hours of 6AM-Midnight, Monday through Sunday. The light green background represents the average of people, at least 12 years old, who listen to radio at least once during the week. You can then see how radio reaches various demographic groups compared to the total audience." Monday-Sunday, 6AM-Midnight. 4

5 Time Spent Listening Nearly all persons 12+ spend about 26 hours a week listening to radio. Time Spent Listening Hours and Minutes per Week 30:45 27:30 29:15 24:45 28:00 26:15 29:15 29:00 26:15 27:00 32:45 29:00 15:15 13:00 20:00 18:00 25:45 P12+ P12-17 P18-24 P25-34 P35-44 P45-49 P50-54 P55-64 P65+ Men Women Monday-Sunday, 6AM-Midnight. 5

6 Working Women Working women spend more time listening to radio than nonworking women in the younger demos. Time Spent Listening 25:15 23:15 26:45 26:00 25:30 26:15 W18-34 W25-54 W35-64 Work Don't Work Monday-Sunday, 6AM-Midnight. 6

7 Overnight Audience Overnight listening increases along with age. Cume Rating Men Women P18-34 P25-54 P35-64 Source: Puerto Rico Radio Market Report, Winter 2009, Monday-Sunday, Midnight-6AM. 7

8 Listening Location Almost half of the radio audience can be reached at home on the weekends. Cume Rating Midday on Monday through Friday, about two-thirds listen in places other than home. During drive times, almost two-thirds can be reached in their cars. Mon-Fri 6AM-MN Sat-Sun 10AM- 7PM Mon-Fri 10AM- 3PM Mon-Fri 6AM- 10AM, At Home In Car At Work Other P12+. 8

9 Radio is Strong on Weekends Between 60 percent and 80 percent of all men and women can be reached on the weekends. Cume Rating Cume Rating P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women P12+, Saturday-Sunday, 6AM-Midnight. 9

10 Hour By Hour Listening Listening behavior changes hour by hour, and it has different trends during the week than on weekend days Cume Rating Monday-Friday AM Noon PM Mid AM Cume Rating Saturday AM Noon PM Mid AM Cume Rating Sunday P12+, 5AM-5AM AM Noon PM Mid AM 10

11 At Home vs. Away from Home Listening has a different trend at home than away from home. Cume Rating At Home Away From Home AM Noon PM Mid AM P12+, Mon-Fri 5AM-5AM. 11

12 AM/FM Listening AM s listening clearly increases as the audience matures. FM s listening tends to decrease as the audience matures Cume Rating P12-17 P18-34 P25-54 P35-64 P45+ AM FM Monday-Sunday, 6AM-Midnight. 12

13 AM/FM Share of Listening by Region AM/FM share of listening varies among the different regions. AQH Share, Persons 12+ The region with the biggest FM share is the East. The region with the biggest AM share is the West San Juan East North Northeast South West AM FM No ID Monday-Sunday, 6AM-Midnight. 13

14 AM/FM Comparison Among Similar Arbitron-Ranked Markets Overall, Puerto Ricans spend more time listening to radio than those in the Tampa-St. Petersburg-Clearwater Metro and listeners in St. Louis. Puerto Rico is ranked number 14, Tampa is ranked number 18 and St. Louis number :45 20:30 Time Spent Listening 15:45 14:15 10:45 8:30 Puerto Rico Tampa St. Louis AM FM Source: Puerto Rico, Tampa-St. Petersburg-Clearwater, and St. Louis Radio Market Reports, Winter 2009, P12+, Monday-Sunday, 6AM-Midnight. 14

15 Format Listening in Puerto Rico Pop Contemporary Hit Radio and Adult Contemporary are the most popular formats on the island, followed by News/Talk/Information. Spanish Tropical Cume Rating 30.4 Pop Contemporary Hit Radio 38.0 Spanish Variety 14.1 Spanish Urban 29.9 News/Talk/Information 30.7 Spanish Talk 6.3 Adult Contemporary 35.3 Religious 6.8 Oldies 4.1 Spanish/English Other 18.4 Christian Contemporary/Gospel 13.1 Jazz 0.1 Nostalgia/Classical 2.5 Monday-Sunday, 6AM-Midnight. 15

16 Format Listening by Region Radio formats perform differently in different regions. Cume Rating San Juan Adult Contemporary News/Talk/Information Nostalgia/Classical Spanish Urban Spanish/English Other Pop Contemporary Hit Radio Oldies Religious Christian Contemporary/Gospel Spanish Tropical Spanish Variety Cume Rating East Area Monday-Sunday, 6AM-Midnight. Adult Contemporary Spanish Urban Spanish/English Other Pop Contemporary Hit Radio News/Talk/Information Spanish Variety Religious Oldies Spanish Tropical Christian Contemporary/Gospel Format Listening By Region continued 16

17 Format Listening by Region (continued from page 16) Cume Rating North Area Adult Contemporary 22.7 Pop Contemporary Hit Radio 39.9 Spanish Urban 20.9 News/Talk/Information 31.6 Spanish Variety 6.2 Christian Contemporary/Gospel 21.3 Spanish/English Other 18.6 Spanish Tropical 23.5 Cume Rating Northeast Area Adult Contemporary 35.0 Pop Contemporary Hit Radio 38.3 News/Talk/Information 32.8 Spanish Tropical 28.4 Classical 3.2 Spanish Urban 27.7 Oldies 3.7 Spanish/English Other 26.1 Christian Contemporary/Gospel 14.0 Monday-Sunday, 6AM-Midnight. Religious Spanish Variety Format Listening by Region continued 17

18 Format Listening by Region (continued from page 17) Cume Rating South Area Adult Contemporary 39.1 Pop Contemporary Hit Radio 33.5 Spanish Urban 26.4 News/Talk/Information 31.8 Oldies 4.5 Religious 2.9 Christian Contemporary/Gospel 5.8 Spanish Variety 13.4 Spanish Tropical 32.5 Spanish/English Other 5.3 Cume Rating West Area Adult Contemporary 35.8 Pop Contemporary Hit Radio 38.6 Spanish Urban 39.1 Nostalgia/Classical 5.2 News/Talk/Information 39.2 Oldies 2.1 Religious 9.8 Christian Contemporary/Gospel 6.5 Spanish/English Other 9.1 Monday-Sunday, 6AM-Midnight. Spanish Tropical Spanish Variety

19 Format Shares by Sex Males and females favor formats differently. AQH Share Adult Contemporary Pop Contemporary Hit Radio Nostalgia/Classical Spanish/English Other Talk News/Talk/Information Oldies Religious Christian Contemporary/Gospel Spanish Urban Spanish Tropical Spanish Variety Men Women Monday-Sunday, 6AM-Midnight, Men 12+, Women

20 Format by Time Spent Listening Time Spent Listening changes with each format and each geography. Time Spent Listening Adult Contemporary 8:00 Christian Contemporary/Gospel 11:00 Spanish/English Other 8:00 Jazz 2:45 News/Talk/Information 15:15 Talk 10:00 Nostalgia/Classical 7:15 Oldies Spanish Urban 8:30 9:00 Religious Pop Contemporary Hit Radio Spanish Tropical 9:15 10:00 10:45 Spanish Variety 8:00 Monday-Sunday 6AM-Midnight. 20

21 Puerto Rico: Qualitative Profile 18+ Puerto Rico Qualitative profile for persons 18+. Key Elements: 47% of the population 18+ are men and 53% are women. People between the ages of form the highest demographic group. 38.5% have a full time job. 86.7% own their house. 35.4% have a college degree. Households with an annual income of $25,000 or more are approximately 52% of the target group. Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter P18+ 21

22 San Juan: Qualitative Profile 18+ Qualitative Profiles for persons 18+ differ according to the measured area. Key elements: 46.4% of the population 18+ are men and 53.6% are women. Persons 65 + form the highest demographic group in this area. 40.3% have a full time job. 78.4% own their house. 43.8% have a college degree. Households with an annual income of $25,000 or more are approximately 55% of the group target. Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter Demographics: P18+ 22

23 Puerto Rico: Media Exposure During One Week Among persons 12 years of age or older in Puerto Rico, 94.4% listened to radio the past 7 days. 52.6% used the Internet. Media Exposure- Past 7 Days Target % Comp Used the Internet Read Newspapers Viewed Local TV News Listened to Radio Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter Demographics: Persons

24 Time Spent Traveling to Work One Way Among working persons 18+ in Puerto Rico, 4% of people do not need to commute. 40% spend thirty minutes or more traveling to work. Time Spent Traveling To Work One Way 4% 39% 33% 24% Don't Commute Less than 20 Minutes Minutes 30+ Minutes Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter P18+ and employed. 24

25 Puerto Rico Preferences: Automotive Among persons 18+ in Puerto Rico, 7% plan to purchase or lease a new automobile, followed by 3.8% that plan to purchase or lease a new motorcycle. 7.0 Next New Purchase/Lease- Auto Type 3.8 Target % Comp Car Pickup Truck Sport/Utility Vehicle Van/Minivan Motorcycle Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter P18+ 25

26 Puerto Rico Preferences: Department Stores Purchases Among persons 18+ that made purchases at department/clothing stores during the past month, 79.6% were women and 59.5% were men. Only 20.4% of women did not make any purchases. Purchased At Department/Clothing Stores- Past 30 Days Target % Comp 20.4 Men Women Made Purchases Did Not Make Purchases Source: Puerto Rico adio Market Report. The Qualitative Diary, Winter Women 18+, Men

27 Puerto Rico: Quick Service Restaurant Visits Among persons 12+ in Puerto Rico. A total of 77% have visited a quick service restaurant in the past 30 days. 23% have not visited this type of restaurants. Have Visited Quick Service Restaurants- Past 30 Days 22% 23% None 1-4 Visits 55% 5 or More Source: Puerto Rico Radio Market Report. The Qualitative Diary, Winter P12+ 27

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