MediaPost: First PPM Results Reveal Ethnic Variations

AFRICAN-AMERICANS LISTEN TO RADIO MORE frequently and for longer periods of time than other ethnic groups, according to data released Friday by Arbitron.

That finding is part of the first "currency" radio ratings in the Philadelphia area, based on results from its Portable People Meter, a passive electronic measurement device. The ratings, covering March 8-April 4, revealed that 9.4% of African-Americans over the age of 6 were listening to the radio during an average quarter-hour measurement period, as compared with 9.1% of the overall radio market.

African-Americans also listened to the radio for a longer period of time, on average, than the population at large: They averaged 12 hours of listening a week, versus 11.5 hours for the total population. Interestingly, the Arbitron data shows that Hispanics listened to radio less than the population at large, on average, with 8.6% of Hispanics surveyed listening during an average quarter hour, and a total average listening time of 11 hours.  [ MORE ]