Puerto Rico Radio Today...INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS © 2012 Arbitron...

INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS

RSS-12-07747 3/12© 2012 Arbitron Inc.

Puerto Rico Radio TodayHow Puerto Rico Listens to Radio

2012 Edition

Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.2

Radio in Puerto Rico

Arbitron Puerto Rico Radio Today is an up-to-date look at how people use radio in Puerto Rico. This study examines radio listening from the Fall 2011 survey.

Some Facts About Puerto Rico

Puerto Rico is a U.S. commonwealth.Puerto Ricans have U.S. citizenship, spend U.S. currency, and are defended by the U.S. military. Nevertheless, Puerto Ricans 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 quite proud of their island and their culture.

Spanish and English are the official languages. About one-quarter of the population speaks English, and English is required in all federal matters.

Puerto Rico is the 14th most populous market in the U.S.This ranking is based on a population of 3,190,100 residents aged 12 years and older.

The island features 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, and San Juan.

The mountainous island of Puerto Rico lies 1,000 miles southeast of Miami. Its total area is 3,515 square miles and is a little smaller in area than Connecticut.


How Puerto Rico Listens

Radio Reaches All Ages 4

Time Spent Listening 5

Working Women 6

Overnight Listening 7

Listening Location 8

Radio Is Strong on Weekends 9

Hour-by-Hour Listening 10

At Home vs. Away From Home 11

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

Contents

Qualitative Information About

Puerto Rico

Puerto Rico: Qualitative Profile 18+ 21

San Juan: Qualitative Profile 18+ 22

Puerto Rico: Media Exposure During

One Week

23

Time Spent Traveling to Work

One Way

24

Puerto Rico Preferences: Automotive 25

Puerto Rico Preferences: Department

Store Purchases

26

Puerto Rico: Quick Service

Restaurant Visits

27

Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.

91.5 89.796.1 97.3 95.6 94.3 93.392.9 93.8

98.3 98.394.5 92.7 90.6

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

94.3

4

Source: Puerto Rico Radio Market Report, Fall 2011,

Monday-Sunday, 6AM-Midnight.

Weekly Cume Rating

Men

Women

Radio Reaches All Ages

Over 94% of all persons 12+ listen to radio each week.

How To Read:

These figures represent “Weekly Cume Ratings.” For example, 98.3% of women aged 25-34 in Puerto

Rico tune to the radio at least once between the hours of 6AM and Midnight, Monday through Sunday of

an average week. The yellow 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 Listening

Over all persons 12+ spend about 24 hours a week listening to radio.

Time Spent ListeningHours and Minutes per Week

15:30

20:00

23:30

25:30 25:15

28:30 29:15

13:45

18:00

22:00

24:00

26:3028:30 29:00

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

24:15

P12+

Men

Women




Working Women

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


21:30

25:0026:00

19:15

23:30

26:45

W18-34 W25-54 W35-64

Working Women

Nonworking Women


Source: Puerto Rico Radio Market Report, Fall 2011

Monday-Sunday, Midnight-6AM.

Overnight Listening

Overnight listening increases with age.

Cume Rating

25.8

30.9 31.3

19.120.1

23.2

P18-34 P25-54 P35-64

Men

Women


At Home

In Car

At Work

Other

8

Source: Puerto Rico Radio Market Report, Fall 2011.

P12+.

Listening Location

Almost 70% of the radio audience can be reached at home on the weekends.

Midday on Monday through Friday, more than one half listen at home.

During drive times, more than two-thirds can be reached in their cars.

Cume Rating

73.5

69.0

64.8

74.3

50.8

71.7

16.8

6.1

15.7

10.2

5.2

7.8

Mon-Fri 6a-12m

Sa-Su 10a-7p

Mon-Fri 6a-3p



P12+, Saturday-Sunday, 6AM-Midnight.

Radio Is Strong on Weekends

The vast majority of all men and women are reached by radio on the weekends.

Cume Rating

67.070.4

76.7 78.1 76.5 77.381.7

71.675.2

78.982.5

79.6 80.7 79.8

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

Men

Women



P12+, 5AM-5AM.

Hour-By-Hour Listening

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

17.7

42.5

61.1 60.859.7

56.5 56.662.4 59.5

57.262.5 60.6

53.7

43.8

39.134.3

27.8

19.9

13.5

7.34.4 3.7 3.3 4.3

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4

Noon PM Mid AMAM

4.08.6

15.6

21.0 24.7 25.4 25.6 26.8 26.1 24.3 23.0 21.817.8

13.3 13.2 11.5 9.36.7 4.4 2.0 1.3 0.9 0.7 1.0

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4

Noon PM Mid AMAM

2.65.9

10.415.0 18.7

21.0 20.7 22.3 22.920.7 20.8 19.7

14.7 11.4 11.4 10.68.1

5.3 3.1 1.2 0.9 0.8 0.9 2.0

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4

Noon PM Mid AMAM

Cume Rating—Saturday

Cume Rating—Monday-Friday

Cume Rating—Sunday



P12+, Mon-Fri 5AM-5AM.

Cume Rating

At Home vs. Away From Home

Hour-by-hour listening has a different trend at home vs. away from home.

9.7

23.6

29.530.2

31.1

27.9

25.026.1

24.623.2

28.6 28.5 24.2

20.120.8

19.3

16.3

12.0

8.4

4.52.3 1.6 1.6 1.9

8.6

22.6

40.1

33.0

28.6

24.0

25.9

31.929.6

29.5

32.231.1

28.9

21.5

14.6

11.3

7.8

4.83.4

1.91.4 1.5 1.2

1.8

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4

At Home

Away From Home

Noon PM Mid AMAM


AM

FM



AM/FM Listening

AM listening is clearly more popular as the audience matures.

Cume Rating

9.5

15.1

24.9

34.4

49.3

91.0 91.1 91.487.6

76.3

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




AQH Share, Persons 12+

AM

FM

No ID

20.9

68.8

10.3

East

AM/FM Share of Listening by Region

AM/FM share of listening varies among the different regions of Puerto Rico.

The region with the biggest FM share is the Northeast and San Juan. The region with the biggest AM share is the West.

25.1

69.5

5.4

San Juan

12.3

68.5

19.2

North

25.4

69.9

4.7

Northeast

26.9

64.1

9.0

South

27.5

64.1

8.4

West


Source: Puerto Rico, Tampa-St. Petersburg-Clearwater,

and St. Louis Radio Market Reports, Fall 2011, P12+,



AM/FM Comparison Among Similar Arbitron-Ranked Markets

Puerto Ricans listen to more radio than most U.S. mainland consumers. For example, Puerto Ricans listen to twice as much FM radio and more than three times as much AM than consumers in the Tampa-St. Petersburg-Clearwater Metro.

16:45

5:15 5:15

19:00

9:15 9:45

Puerto Rico Tampa St. Louis

AM

FM



Monday-Sunday, 6AM-Midnight

Cume Rating

Format Listening in Puerto Rico

Spanish Tropical, Pop CHR, and News/Talk/ Information are the most popular formats on the island, followed by Rhythmic CHR radio.

42.7

42.5

6.1

16.3

38.3

6.4

20.0

3.2

1.8

7.3

15.2

22.3

Spanish Tropical

Pop Contemporary Hit Radio

Spanish Variety

Latino Urban

News/Talk/Information

Spanish Talk

Adult Contemporary

Religious

Oldies

Christian Contemporary

Hot Adult Contemporary

Rhythmic Contemporary Hits


Cume Rating—San Juan

Cume Rating—East Area



Format Listening by Region

Radio formats perform differently in different regions.

Format Listening by Region continued

5.3

41.6

3.0

2.6

38.9

13.8

13.8

47.3

23.7Adult Contemporary


Easy Listening

Latino Urban


Spanish Religious

Christian Contemporary /Gospel

Spanish Tropical

Spanish Variety

16.3

16.7

32.6

34.9

15.1

11.0

55.0

Adult Contemporary

Latino Urban



Spanish Variety

Spanish Contemporary Christian

Spanish Tropical


Format Listening by Region continued




(continued) Cume Rating—North Area

Cume Rating—Northeast Area

5.3

41.6

3.0

2.6

38.9

13.8

13.8

47.3

23.7Adult Contemporary


Easy Listening

Latino Urban


Spanish Religious

Christian Contemporary/Gospel

Spanish Tropical

Spanish Variety

16.3

16.7

32.6

34.9

15.1

11.0

55.0

Adult Contemporary

Latino Urban



Spanish Variety


Spanish Tropical




Cume Rating—South Area

Cume Rating—West Area


(continued)

12.8

46.2

13.8

30.8

7.3

13.4

40.9

Adult Contemporary


Latino Urban


Christian Contemporary /Gospel

Spanish Variety

Spanish Tropical

21.5

46.4

23.2

42.7

3.2

9.7

13.2

24.2

10.1

Adult Contemporary


Latino Urban


Oldies

Religious

Christian Contemporary/Gospel

Spanish Tropical

Spanish Variety


20.2

19.8

7.4

6.4

4.7

2.5

2.5

2.2

2.0

1.9

1.8

1.5

13.5

16.7

6.2

4.2

5.8

6.4

4.2

2.6

1.8

2.2

1

3.2

Spanish Tropical


Rhythmic Contemporary Hit Radio

Latino Urban

Adult Contemporary



Easy Listening

Spanish Variety

Spanish News/Talk

Album Oriented Rock

Contemporary Christian

19

AQH Share


Monday-Sunday, 6AM-Midnight, Men 12+, Women 12+.

Format Shares by Sex

Men and women have somewhat different format preferences.

Men

Women




Monday-Sunday 6AM-Midnight.

Format by Time Spent Listening

Time Spent Listening varies according to format.

3:45

4:30

6:00

6:30

6:45

7:00

7:15

7:15

7:15

7:15

7:30

7:30

7:45

8:00

8:30

9:15

10:15

10:30

11:45

15:00

Urban Contemporary

Variety

Spanish Contemporary

Easy Listening

Adult Contemporary


Album Oriented Rock

Spanish Religious

Spanish Variety

Talk/Personality

Latino Urban

Rhythmic Contemporary Hit Radio

Spanish News/Talk

Contemporary Christian



Religious

Spanish Oldies

Spanish Tropical



Source: Puerto Rico Radio Market Report. The Qualitative

Diary, Fall 2011. P18+

Puerto Rico: Qualitative Profile 18+

Puerto Rico Qualitative Profile for Persons 18+, Key Elements:

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

•People aged 65+ form the largest demographic group.

•31.7% have a full-time job.

•83.8% own their house.

•35.5% have a college degree.

•Households with an annual income of $25,000 or more make up 52.1% of the market.


San Juan: Qualitative Profile 18+

Qualitative Profiles for persons 18+ differ according to the measured region.

In the San Juan region, for example:

• 45.9% of the population 18+ are men and 54.1% are women.

• Persons 65+ form the highest demographic group in this area.

• 37.5% have a full-time job.

• 72.4% own their house.

• 44.4% have a college degree.

•Households with an annual income of $25,000 or more are approximately 37% of the market.


Diary, Fall 2011. Demographics: P18+


Puerto Rico: Media Exposure During One Week

Among persons 12 years of age or older in Puerto Rico, 93.6% listened to radio the past 7 days.

60.7% used the Internet.

Media Exposure—Past 7 Days


Diary, Fall 2011. Demographics: Persons 12+

Target % Comp


4%

28%

24%

43%

24

Time Spent Traveling to Work One Way

Among working persons 18+ in Puerto Rico, 43% spend thirty minutes or more traveling to work.

Time Spent Traveling To Work One Way


Diary, Fall 2011. P18+ and employed.

Don’t Commute

Less than 20 Minutes

20-29 Minutes

30+ Minutes


Puerto Rico Preferences: Automotive

Well over 10% of Puerto Ricans aged 18+ plan to purchase or lease a new vehicle.

Next New Purchase/Lease—Auto Type


Diary. Fall 2011. P18+

8.8

1.1

1.6

2.2

0.7

Car Pickup Truck Sport/Utility Vehicle Van/M inivan Motorcycle

Target % Comp


58.0

42.0

77.7

22.3

Made Purchases Did Not Make Purchases

26

Puerto Rico Preferences: Department Stores Purchases

Nearly 78% of women and 58% of men 18+ made purchases at department/clothing stores during the past month.

Purchased At Department/Clothing Stores—Past 30 Days


Diary. Fall 2011. Women 18+, Men 18+

Men

Women

Target % Comp


22%

57%

21%

27

Puerto Rico: Quick Service Restaurant Visits

Some 79% of 12+ Puerto Ricans visited a quick service restaurant in the past 30 days.

Have Visited Quick Service Restaurants—Past 30 Days


Diary. Fall 2011. P12+

None

1-4 Visits

5 or More Visits

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Puerto Rico Radio Today...INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS © 2012 Arbitron...

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Transcript of Puerto Rico Radio Today...INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS © 2012 Arbitron...