how puerto rico listens to radio 2009 edition · radio reaches all ages nearly 94 percent of all...

INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS

MCL-09-04345 9/09© 2009 Arbitron Inc.

Puerto Rico Radio TodayHow Puerto Rico Listens to Radio

2009 Edition

Puerto Rico Radio Today. 2009 Edition © 2009 Arbitron Inc.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 2009.

It is an effort to expand the knowledge on Puerto Rican listeners and bring newsources 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.


How Puerto Rico Listens

11At Home vs. Away from Home

10Hour-by-Hour Listening

9Radio is Strong on Weekends

8Listening Location

7Overnight Listening

6Working Women

5Time Spent Listening

4Radio Reaches All Ages

20Format by Time Spent Listening

19Format Shares by Sex

16Format Listening by Region

15Format Listening in Puerto Rico

14AM/FM Comparison Among Similar Arbitron-Ranked Markets

13AM/FM Share of Listening by Region

12AM/FM Listening

What Puerto Rico Listens To

Contents

27Puerto Rico: Quick Service Restaurant Visits

26Puerto Rico Preferences: Department Store Purchases

25Puerto Rico Preferences: Automotive

24Time Spent Traveling to Work One Way

23Puerto Rico: Media Exposure During OneWeek

22San Juan: Qualitative Profile 18+

21Puerto Rico: Qualitative Profile 18+

Qualitative Information About Puerto Rico


Source: Puerto Rico Radio Market Report, Winter 2009, Monday-Sunday, 6AM-Midnight.

87.8 87.0

95.4 96.1 97.1 97.291.893.3

97.2 97.9 94.5 97.3 93.7 92.2

P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

94.4 P12+

Weekly Cume Rating

MenWomen

Radio Reaches All AgesNearly 94 percent of all persons12+ listen to radio each week.

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."



Time Spent ListeningNearly all persons 12+ spendabout 26 hours a week listeningto radio.

13:00

18:00

30:4529:15

28:0029:15 29:00

32:45

15:15

20:00

27:3024:45

26:15 27:0029:00

26:15

P12-17 P18-24 P25-34 P35-44 P45-49 P50-54 P55-64 P65+

25:45 P12+

Time Spent ListeningHours and Minutes per Week

MenWomen



Working WomenWorking women spend more time listening to radio than nonworking women in the younger demos.

Time Spent Listening

25:15 26:00 25:3023:15

26:45 26:15

W18-34 W25-54 W35-64

WorkDon't Work


27.6

35.1

39.0

25.7 26.9 26.7

P18-34 P25-54 P35-64

MenWomen

Source: Puerto Rico Radio Market Report , Winter 2009, Monday-Sunday, Midnight-6AM.

Overnight AudienceOvernight listeningincreases along withage. Cume Rating


Source: Puerto Rico Radio Market Report, Winter 2009, P12+.

70.5

49.9

43.5

63.2

69.4

34.0

44.1

63.9

20.9

5.1

18.1

17.37.3

7.2

4.5

12.1

Mon-Fri 10AM-3PM

Mon-Fri 6AM-10AM,

Mon-Fri 6AM-MN

Sat-Sun 10AM-7PM

At HomeIn CarAt WorkOther

Listening LocationAlmost 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.

Cume Rating


Source: Puerto Rico Radio Market Report, Winter 2009, P12+, Saturday-Sunday, 6AM-Midnight.

Radio is Strong on WeekendsBetween 60 percent and 80 percent of all men and women can be reached on the weekends.

Cume Rating

59.3 62.0

76.2 79.2 77.9 78.482.680.4 80.3

76.5 75.278.8 79.7 80.3

P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

MenWomen

Cume Rating


4.51.51.41.72.02.95.58.511.714.615.215.519.222.124.224.827.629.025.827.126.821.7

15.39.1

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 5Noon PM Mid AMAM

3.51.11.31.52.12.63.96.18.711.712.912.316.219.922.322.522.321.720.420.819.915.8

11.47.03.5

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5Noon PM Mid AMAM

Cume Rating—Saturday

Cume Rating—Monday-Friday

Source: Puerto Rico Radio Market Report, Winter 2009, P12+, 5AM-5AM.

20.9

4.43.03.33.96.012.7

18.325.5

31.234.9

40.950.2

53.956.246.749.7

55.449.147.6

54.855.262.0

45.7

20.9

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5Noon PM Mid AMAM

Cume Rating—Sunday

Hour By Hour ListeningListening behavior changes hour by hour, and it has different trends during the week than on weekend days.


Source: Puerto Rico Radio Market Report, Winter 2009, P12+, Mon-Fri 5AM-5AM.

Cume Rating

At Home vs. Away from HomeListening has a different trend at home than away from home.

13.5

2.81.81.92.74.1

9.3

13.5

19.3

23.623.623.4

27.529.028.1

22.825.8

27.625.6

27.9

32.1

30.130.926.5

13.5

22.9

14.5

10.88.3

1.32.2

4.05.8

1.4 1.31.7

10.0

30.7

34.737.5

31.433.2

31.8

37.6

28.0

32.1

34.1

40.1

25.4

10.0

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

At Home

Away From Home

Noon PM Mid AMAM


9.416.5

29.1

41.7

57.1

88.393.2 91.0

85.9

73.9

P12-17 P18-34 P25-54 P35-64 P45+

AMFM


AM/FM ListeningAM’s listening clearly increases as the audience matures. FM’slistening tends to decrease as the audience matures.

Cume Rating



AQH Share, Persons 12+

AMFMNo ID

26.1

69.7

4.2

San Juan

15

74.7

10.2

East

22.7

59.4

17.9

North

20.4

74

5.7

Northeast

30.4

58.6

10.9

South

38.9

51.6

9.5

West

AM/FM Share of Listening by RegionAM/FM share of listening varies among the different regions.

The region with the biggest FM share is the East. The region with the biggest AM share is the West.


Source: Puerto Rico, Tampa-St. Petersburg-Clearwater, and St. Louis Radio Market Reports, Winter 2009, P12+, Monday-Sunday, 6AM-Midnight.


AMFM

AM/FM Comparison Among Similar Arbitron-Ranked MarketsOverall, 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 20. 17:45

10:45

8:30

20:30

15:4514:15

Puerto Rico Tampa St. Louis


30.4

38.0

14.1

29.9

30.7

6.3

35.3

6.8

4.1

18.4

13.1

0.1

2.5

Spanish Tropical

Pop Contemporary Hit Radio

Spanish Variety

Spanish Urban

News/Talk/Information

Spanish Talk

Adult Contemporary

Religious

Oldies

Spanish/English Other

Christian Contemporary/Gospel

Jazz

Nostalgia/Classical


Cume Rating

Format Listening in Puerto RicoPop Contemporary Hit Radio and Adult Contemporary are the most popular formats on the island, followed by News/Talk/Information.


Cume Rating—San Juan

Cume Rating—East Area


Format Listening by RegionRadio formats perform differently in different regions.

Format Listening By Region continued

29.7

34.4

14.8

36.1

20.9

18.9

6.6

6.3

38.7

12.5

Adult Contemporary

Spanish Urban




Spanish Variety

Religious

Oldies

Spanish Tropical


10.927.7

8.93.5

5.2

40.228.328.5

2.840.7

34.7Adult Contemporary


Nostalgia/Classical

Spanish Urban



Oldies

Religious


Spanish Tropical

Spanish Variety


Format Listening by Region continued


Format Listening by Region(continued from page 16)

Cume Rating—North Area

Cume Rating—Northeast Area35.0

38.332.8

28.43.2

27.7

3.726.1

14.05.5

12.7

Adult Contemporary



Spanish Tropical

Classical

Spanish Urban

Oldies



Religious

Spanish Variety

22.7

39.9

20.9

31.6

6.2

21.3

18.6

23.5

Adult Contemporary


Spanish Urban


Spanish Variety



Spanish Tropical



Cume Rating—South Area

Cume Rating—West Area

Format Listening by Region(continued from page 17)

35.838.639.1

5.239.2

2.1

9.86.5

9.123.2

10.7

Adult Contemporary


Spanish Urban

Nostalgia/Classical


Oldies

Religious



Spanish Tropical

Spanish Variety

39.1

33.5

26.4

31.8

4.5

2.9

5.8

13.4

32.5

5.3

Adult Contemporary


Spanish Urban


Oldies

Religious


Spanish Variety

Spanish Tropical



14.7

14.9

0.7

4.5

2.3

16.4

1.8

3.9

7.5

10.7

8.8

4.9

8.2

13.5

0.8

7.5

2.9

22.5

1.3

1.7

4.2

11.5

18.4

5.0

Adult Contemporary


Nostalgia/Classical


Talk


Oldies

Religious


Spanish Urban

Spanish Tropical

Spanish Variety

AQH Share

Source: Puerto Rico Radio Market Report, Winter 2009, Monday-Sunday, 6AM-Midnight, Men 12+, Women 12+.

Format Shares by SexMales and females favor formats differently.

MenWomen



Source: Puerto Rico Radio Market Report, Winter 2009, Monday-Sunday 6AM-Midnight.

Format by Time Spent ListeningTime Spent Listening changes with each format and each geography.

8:00

11:00

8:00

2:45

15:15

10:00

7:15

8:30

9:00

10:00

9:15

10:45

8:00

Adult Contemporary



Jazz


Talk

Nostalgia/Classical

Oldies

Spanish Urban

Religious


Spanish Tropical

Spanish Variety


Source: Puerto Rico Radio Market Report. The QualitativeDiary, Winter 2009. P18+

Puerto Rico: Qualitative Profile 18+Puerto Rico Qualitative profilefor persons 18+. KeyElements:

• 47% of the population 18+ are men and 53% are women.

• People between the ages of25-44 form the highestdemographic group.

• 38.5% have a full time job.

• 86.7% own their house.

• 35.4% have a college degree.

• Households with an annualincome of $25,000 or more are approximately 52% ofthe target group.


San Juan: Qualitative Profile 18+Qualitative Profiles for persons18+ differ according to themeasured area. Key elements:

• 46.4% of the population 18+ are men and 53.6% are women.

• Persons 65 + form thehighest demographic groupin this area.

• 40.3% have a full time job.

• 78.4% own their house.

• 43.8% have a college degree.

• Households with an annualincome of $25,000 or more are approximately 55% ofthe group target.

Source: Puerto Rico Radio Market Report. The QualitativeDiary, Winter 2009. Demographics: P18+


52.6

78.883.3

94.4

Used the Internet Read Newspapers Viewed Local TV News Listened to Radio

Puerto Rico: Media Exposure During One WeekAmong persons 12 years of ageor older in Puerto Rico, 94.4% listened to radio the past 7 days. 52.6% used the Internet.

Media Exposure- Past 7 Days

Source: Puerto Rico Radio Market Report. The QualitativeDiary, Winter 2009. Demographics: Persons 12+

Target %Comp


4%

33%

24%

39%

Don't CommuteLess than 20 Minutes20-29 Minutes30+ Minutes

Time Spent Traveling to Work One WayAmong 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

Source: Puerto Rico Radio Market Report. The QualitativeDiary, Winter 2009. P18+ and employed.


Puerto Rico Preferences: AutomotiveAmong persons 18+ in Puerto Rico, 7% plan to purchase orlease a new automobile, followed by 3.8% that plan topurchase or lease a newmotorcycle.

Next New Purchase/Lease- Auto Type


7.0

1.7 1.61.3

3.8

Car Pickup Truck Sport/Utility Vehicle Van/Minivan Motorcycle

Target %Comp


Puerto Rico Preferences: Department Stores PurchasesAmong persons 18+ that made purchases at department/clothing storesduring the past month, 79.6% were women and 59.5% weremen. Only 20.4% of womendid not make any purchases.

Purchased At Department/Clothing Stores- Past 30 Days

Source: Puerto Rico adio Market Report. The QualitativeDiary, Winter 2009. Women 18+, Men 18+

59.5

40.5

79.6

20.4

Made Purchases Did Not Make Purchases

MenWomen

Target %Comp


23%

55%

22%

None

1-4 Visits

5 or More

Puerto Rico: Quick Service Restaurant VisitsAmong persons 12+ in Puerto Rico. A total of 77% havevisited a quick servicerestaurant in the past 30 days. 23% have not visited this typeof restaurants.

Have Visited Quick Service Restaurants- Past 30 Days


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MCL-09-04345 9/09


how puerto rico listens to radio 2009 edition · radio reaches all ages nearly 94 percent of all...

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