Puerto Rico Radio Today How Puerto Rico Listens to Radio 2006 Edition INFORMATION FOR BROADCASTERS, AGENCIES AND ADVERTISERS 06-RSS-582 EN 87/06
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 2006. 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. Actually, Spanish and English are the official languages. About one-quarter of the population speak English and three-quarters speak Spanish. English is required in all federal matters. Arbitron has ranked Puerto Rico as the 13th 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 3,249,123. 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 (3,856,877 vs. 3,483,372). 2
Contents How Puerto Rico Listens Radio Reaches All Ages Time Spent Listening Working Women Overnight Listening 4 5 6 7 What Puerto Rico Listens To AM/FM Listening AM/FM Share of Listening by Region AM/FM Comparison Among Similar Arbitron-Ranked Markets 12 13 14 Listening Location 8 Format Listening in Puerto Rico 15 Radio Is Strong on Weekends 9 Format Listening by Region 16 Hour-by-Hour Listening 10 Format Shares by Sex 19 At Home vs. Away from Home 11 Format by Time Spent Listening 20 3
Radio Reaches All Ages Nearly 96 percent of all persons 12+ listen to radio each week. Weekly Cume Rating 92.0 94.7 95.2 96.8 98.7 98.5 97.3 97.4 94.3 96.2 96.2 95.6 92.8 93.6 95.8 P12+ P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Mon-Sun, 6AM-Mid. Men Women How to Read: These figures represent weekly cume ratings. For example, 94.7 percent of teen females in the U.S. 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 all Americans, at least 12 years old, who listen to the radio at least once during the week. You can then see how radio reaches various demographic groups compared to the national average. 4
Time Spent Listening Nearly all persons 12+ spend about 26 hours a week listening to radio. 25:15 23:45 Time Spent Listening Hours and Minutes per Week 28:45 28:45 29:30 26:30 27:00 25:00 25:15 24:45 30:45 28:30 28:15 26:45 16:30 19:15 26:15 P12+ 29:30 P12-17 P18-24 P25-34 P35-44 P45-49 P50-54 P55-64 P65+ Men Women Mon-Sun, 6AM-Mid. 5
Working Women Working women spend more time listening to radio than nonworking women in the younger demos. Time Spent Listening 26:30 25:30 25:15 25:00 22:15 27:00 Work Don t Work W18-34 W25-54 W35-64 Mon-Sun, 6AM-Mid. 6
Overnight Listening Overnight listening increases along with age. Cume Rating 31.9 24.0 26.9 27.9 26.2 25.9 P18-34 P25-54 P35-64 Men Women Mon-Sun, Mid-6AM. 7
Listening Location More than half of the radio audience can be reached at home on the weekends. 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 L-V 6AM-Mid 6AM-MN 9.8 Cume Rating 21.1 67.8 70.9 51.5 Sat-Sun S-D 10AM-7PM 5.0 4.5 32.1 46.1 Mon-Fri L-V 10AM-3PM 6.3 18.1 41.8 63.8 L-V Mon-Fri 6AM-10AM, 6AM-10AM, 3PM- 7PM 3PM-7PM 6.3 17.7 62.7 At Home In Car At Work Other P12+. 8
Radio Is Strong on Weekends Between 70 percent and 80 percent of all men and women can be reached at home on the weekends. Cume Rating 77.5 76.2 85.6 82.3 82.0 78.0 75.8 84.0 81.4 82.9 79.7 79.9 74.2 61.4 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women P12+, Sat-Sun, 6AM-Mid. 9
Hour-by-Hour Listening Listening behavior changes hour by hour, and it has different trends during the week than on weekend days. 20.7 45.7 61.1 56.6 54.4 50.2 47.9 Cume Rating Monday-Friday 53.0 49.6 51.9 52.4 48.5 47.8 37.8 35.6 33.2 28.1 21.1 13.0 5.2 3.3 2.4 2.0 4.1 20.7 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 AM Noon PM Mid AM Cume Rating Saturday 10.2 4.5 14.8 27.6 28.0 27.7 28.5 26.9 21.4 24.7 25.3 23.0 19.6 14.5 14.9 14.9 12.6 9.9 5.9 2.4 1.5 0.9 0.7 1.4 4.5 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 AM Noon PM Mid AM Cume Rating Sunday 3.4 8.4 11.2 23.6 24.5 21.6 22.5 20.8 21.4 16.9 21.8 21.0 17.3 11.3 13.3 12.5 11.0 7.5 4.5 2.4 1.3 1.0 0.9 1.0 3.4 P12+, 5AM-5AM. 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 AM Noon PM Mid AM 10
At Home vs. Away from Home Listening has a different trend at home than away from home. Cume Rating 40.1 At Home 27.0 34.4 34.1 31.9 32.0 31.8 29.8 30.9 31.6 28.6 29.5 27.4 25.0 26.8 26.8 26.1 25.1 33.9 33.2 28.2 26.9 29.4 25.8 23.9 21.8 21.4 24.0 20.7 Away from Home 13.9 8.8 16.7 13.5 10.3 6.7 16.3 3.6 9.9 1.4 3.8 2.3 1.0 1.6 2.7 1.4 0.8 0.6 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 AM Noon PM Mid AM 1.6 13.9 8.8 P12+, Mon-Fri 5AM-5AM. 11
AM/FM Listening AM s listening clearly increases as the audience matures. FM s listening tends to decrease as the audience matures. Cume Rating 91.3 95.4 91.3 83.1 71.2 55.3 40.0 27.0 14.3 5.5 P12-17 P18-34 P25-54 P35-64 P45+ AM FM Mon-Sun 6AM-Mid. 12
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 North. The region with the biggest AM share is the South. 70.7 71.4 75.7 3.0 4.1 6.9 26.3 24.5 17.4 San Juan East North 73.9 68.7 65.6 3.9 3.7 7.7 22.2 27.6 26.7 Northeast South West AM FM No ID Mon-Sun 6AM-Mid. 13
AM/FM Comparison Among Similar Arbitron-Ranked Markets Overall, Puerto Ricans spend more time listening to radio than those in the Miami-Ft. Lauderdale-Hollywood Metro and listeners in Seattle- Tacoma. Time Spent Listening 17:30 21:15 14:30 18:15 11:00 14:30 Puerto Rico Miami-Ft. Lauderdale- Hollywood Seattle-Tacoma AM FM Source: Puerto Rico, Miami-Ft. Lauderdale-Hollywood and Seattle-Tacoma Radio Market Reports, Winter 2006, P12+, Mon-Sun, 6AM-Mid. 14
Format Listening in Puerto Rico is the most popular format on the island, followed by Contemporary Hit Radio. Cume Rating Spanish Tropical Contemporary Hit Radio 29.3 29.9 Spanish Variety 11.9 Spanish Urban 24.4 News/Talk/Information 28.1 Spanish Talk 1.9 34.9 Religious 7.6 Oldies Educational/Others Christian Contemporary/Gospel 13.6 15.3 14.8 Jazz Nostalgia/Clasical 1.5 2.2 P12+, Mon-Sun, 6AM-Mid. 15
Format Listening by Region Radio formats perform differently in different regions. Cume Rating San Juan 34.6 News/Talk/Information 31.5 Classic/Nostalgia 6.0 Spanish Urban 20.9 Jazz 3.1 28.2 Oldies 20.3 Religious 4.8 Christian Contemporary/Gospel 11.7 Spanish Tropical 26.3 Spanish Variety 8.7 Cume Rating East Area Spanish Urban Educational/Others News/Talk/Information 16.2 27.1 27.2 27.1 24.4 Spanish Variety 7.9 Religious 4.8 Oldies 20.3 P12+, Mon-Sun, 6AM-Mid. Spanish Tropical 38.3 Christian Contemporary/Gospel 11.7 Format Listening by Region continued 16
Format Listening by Region (continued from page 16) Contemporary Hit Radio Religious Spanish Urban Jazz News/Talk/Information Oldies Spanish Variety Christian Contemporary/Gospel Educational/Other Spanish Tropical 1.4 Cume Rating North Area 4.4 20.5 21.4 17.4 20.9 6.7 23.2 31.5 38.8 43.8 Cume Rating Northeast Area P12+, Mon-Sun, 6AM-Mid. Contemporary Hit Radio News/Talk/Information Spanish Tropical Jazz Spanish Urban Oldies Educational/Other Christian Contemporary/Gospel Religious Spanish Variety 1.4 4.4 6.7 17.4 23.2 20.5 21.4 20.9 33.1 30.4 31.5 Format Listening by Region continued 17
Format Listening by Region (continued from page 17) Cume Rating South Area Contemporary Hit Radio Spanish Urban News/Talk/Information Oldies 0.5 24.6 27.1 28.3 46.2 Religious 8.5 Christian Contemporary/Gospel 5.7 Spanish Variety 15.9 Spanish Tropical 33.7 Educational/Other 20.4 Cume Rating West Area P12+, Mon-Sun, 6AM-Mid. Contemporary Hit Radio Spanish Urban Jazz News/Talk/Information Oldies Religious Christian Contemporary/Gospel Educational/Other Spanish Tropical Spanish Variety 0.8 8.6 10.7 11.5 17.5 16.5 23.8 27.9 27.2 34.2 33.8 18
Format Shares by Sex Males and females favor formats differently. AQH Share Contemporary Hit Radio Nostalgia 0.5 0.8 8.6 9.8 13.5 20.3 Educational/Others Jazz/Classical News/Talk/Information 0.5 0.3 3.7 5.2 15.1 21.3 Oldies Religious Christian Contemporary/Gospel 2.4 3.5 5.9 5.9 5.7 8.7 Spanish Urban Spanish Tropical Spanish Variety 3.4 5.3 9.6 8.6 11.7 19.3 Hombres Mujeres P12+, Mon-Sun, 6AM-Mid. 19
Format by Time Spent Listening Time Spent Listening changes with each format and each demographic. Time Spent Listening 10:30 Contemporary Hit Radio 9:45 Nostalgia Educational/Others Jazz/Classical 7:00 7:00 7:30 News/Talk/Information 16:00 Oldies Religious 9:45 9:45 Christian Contemporary/Gospel 13:15 Spanish Urban 10:45 Spanish Tropical 11:45 Spanish Variety 8:45 P12+, Mon-Sun, 6AM-Mid. 20
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