Arbitron’s Black Radio Today 2011 Report

Black Radio Today Report 2011 - To download click link: http://image.exct.net/lib/feff1d73766504/m/1/black_radio_today_2011.pdf

Arbitron is proud to announce the availability of Black Radio Today 2011, the nationwide snapshot of radio listening and key consumer behaviors among Black radio listeners.

For over two decades, Black Radio Today 2011 has documented the listening levels and format preferences of Black consumers in the U.S. Among this year’s findings:

Nearly 94% of Black persons listen to the radio in an average week—greater reach than the general market

Urban Adult Contemporary is by far the No. 1 format among Black listeners, especially females, and has grown by 50% since our 2004 report

All-Sports is the No. 1 format choice among Black adults 35-44 and 45-54. News-Talk Information is number two amongst all Black Men. Add the All-News format to the mix, then the combined All News and News-Talk-Information would make the format(s) number one with Black Men.

Black listeners of all format choices represent a powerful economic block in a variety of consumer categories. This information is supported on 22 pages of Scarborough data that appear in Black Radio Today 2011 for the first time.

You can download your copy of Black Radio Today 2011 right now: http://image.exct.net/lib/feff1d73766504/m/1/black_radio_today_2011.pdf .
The new PPM digital ratings system http://www.arbitron.com/portable_people_meters/ppm_service.htm with the real time radio listening pagers for all, is changing entire landscape of how radio is listened to. The previous writing-in system ratings had totally different results for the formats. The new PPM ratings system http://www.arbitron.com/downloads/ppm_encoding_handbook.pdf has many radio stations/formats that were up in the previous paper ratings system, are now down (10-20 spots in some cases), and the many radio stations/formats that were down are now up.

Radio stations' managers have to now re-think how they present their product. I frankly know how to program successfully in the new PPM world, but I work for a radio company and cannot reveal these thoughts. What I can say is that "it ain't easy" to be successful in the PPM world mostly due to the reluctance to change by those in control of radio station decision-making.

Success in the PPM world requires openness to drastically change your approach from one mindset to another. Over time your lower ratings will require change or maybe the owner will continue to settle for a less money allowing managers to continue to utilize the same approach from the previous totally different ratings platform. http://www.arbitron.com/downloads/ppm_client_briefing_may11.pdf

And while the Arbitron PPM folks will sooner or later even the playing field by having an equal amount of pagers amongst age groups, genders, and races through many lobbying groups lawsuits, the methodlogy of immediate-time ratings will still require a different mindset to get ratings than the soon-to-be-extinct quarterly ratings book.

Black Radio Today 2011: http://image.exct.net/lib/feff1d73766504/m/1/black_radio_today_2011.pdf.