© 2011 arbitron inc. - reaching black consumers 3 black radio today • 2011 edition gospel 36...

BLACK RADIO TODAY • 2011 EDITION2 © 2011 Arbitron Inc.

Radio Continues to Serve an Important Role inthe Lives of Blacks

About 94% of Black consumers aged 12 years and over listen to the radio each week at home, at work, in the car and in other locations. Regardless of age, time of day or location, radio is the true media companion of Black consumers.

Welcome to Black Radio Today 2011—an up-to-date look at radio listening nationwide and by individual formats consumed by Black audiences. Black Radio Today uses Arbitron audience estimates to develop a valuable profile of radio listening among Black consumers across America. You’ll find valuable insights on the enduring relationship between radio and Black communities around the country.

We hope you'll examine and find useful the many fascinating facts about radio listening, gathered from thousands of respondents in 133 radio markets with significant Black populations in Fall 2010. After reading Arbitron’s Black Radio Today 2011, you’ll see that radio remains a valuable component of Black media usage.

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PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

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Contents

BLACK RADIO TODAY • 2011 EDITION3

36Gospel

5Ratings Story Lines of the Year

56Classic Hits

61Religious

51All News

8About Black Radio Today 2011

4What’s New in This Edition of Black Radio Today 2011

9Glossary

2Introduction

41Pop Contemporary Hit Radio (Pop CHR)

21Rhythmic Contemporary Hit Radio (Rhythmic CHR)

16Urban Contemporary

11Urban Adult Contemporary (Urban AC)

46All Sports

31News/Talk/Information (and Talk/Personality)

26Adult Contemporary (and Soft Adult Contemporary)

10Formats

76Black Audience Composition by Gender

80Black Differential Survey Treatment (DST) Markets

79Time Spent Listening by Demographic

78Black AQH Share of Listening by Daypart

77Black Percentage of Listening by Location

74Black Audience Composition by Demographic

73Listening by Daypart

70Where Black People Listen: Weekdays

69Hour-by-Hour Listening

67Radio Reaches All Ages

72Where Black Men and Women Listen

71Where Black People Listen: Weekends

66Radio Listening Trends Among Black Listeners

© 2011 Arbitron Inc.


What’s New in This Edition of Black Radio Today 2011

Introducing Classic HitsFor the first time, Black Radio Today is including a detailed analysis of the Classic Hits format, which delivered 1.8% of all listening by Black consumers.

Fourteen New Black DST Metros Converted From Diary Measurement to PPM™In addition to the 33 markets that shifted from Diary to Portable People Meter™ measurement methodology and whose listening data were included in Black Radio Today 2010, there are 15 more metropolitan areas that Arbitron began surveying with PPM. Data from the 14 metropolitan areas that are in Black Differential Survey Treatment markets are part of this study for the first time. Audience data from PPM markets were combined with data from Diary markets to create the information in this report. The 14 new PPM Metros are Austin; Charlotte-Gastonia-Rock Hill; Columbus, OH; Indianapolis; Greensboro-Winston Salem-High Point; Hartford-New Britain-Middletown; Jacksonville; Memphis; Milwaukee-Racine; Nashville; Norfolk-Virginia Beach-Newport News; Orlando; Raleigh-Durham; and West Palm Beach-Boca Raton. For a full list of PPM and Diary markets that were included in this report, see page 81.

First-Time PPM vs. Diary Market Share RatingsWith all PPM metropolitan areas being measured during Fall 2010, Arbitron is able to provide useful side-by-side comparison of each format’s 12+ audience share ratings in both PPM and Diary Metros. Combined, these figures determine the format’s national share in Black DST markets.

What We Have Learned About the PPM System So FarIn our experience of measuring radio listening using the PPM system, certain characteristics stand in contrast to what we have observed using Diary measurement—the typical listener in the PPM system is exposed to nearly twice as many radio stations in a given week and uses radio on far more occasions than what is typically reported in the diary. The increase in the number of occasions is usually offset by a lower amount of Time Spent Listening (TSL) in the PPM service than in the diary. However, we have not seen consistent patterns in the amount of reported listening to a particular radio format or by particular demographic groups in the PPM service when compared to the diary; these statistics can vary widely by market.


Ratings Story Lines of the Year

About 94% of Black consumers listened to radio every week.Despite a growing number of media choices, radio boasted near-universal reach with Black consumers. While the conversion of several additional markets to PPM in 2009 and 2010 could be a contributing factor, radio’s reach among Black consumers rose to 93.6%, its highest level since Fall 2008, and was nearly the same as it was in Spring 2002.

Black radio listeners became more affluent, despite the difficult economy.Among the 10 formats in both the 2010 and 2011 report, the proportion of Black consumers residing in households generating at least $75,000 per year rose from 23.0% to 23.7%, with six of the 10 formats showing growth in this segment.

Radio’s Black consumers’ educational attainment rose. The percentage of Black listeners who earned a college degree climbed from 24% to 25% between Fall 2009 and Fall 2010, among the 10 formats studied both years. Here also, six of the 10 formats registered increases.

Away-from-home’s proportion of Black radio listening rose. Whether because of longer commute times, more hours on the job or increasing at-home entertainment options, people spent more time with radio on the go. The shift was most notable during weekdays between 6PM and 9PM, but increases took place since the last report in nearly every hour. During prime hours on the weekend, the majority of listening continued to shift further to away from home. Every format except Religious experienced a higher proportion of its listening taking place away from home. Five formats registered new highs in out-of-home percentages: Urban Adult Contemporary (Urban AC), Urban Contemporary, Adult Contemporary and Soft Adult Contemporary (AC), Pop Contemporary Hit Radio (Pop CHR) and Rhythmic Contemporary Hit Radio (Rhythmic CHR). Among the 10 formats measured year-to-year, radio listening somewhere other than at home rose from less than 54% in Fall ’09 to nearly 57% in Fall ’10.

General market formats slightly increased their overall share. Among the 10 formats covered in both last year’s report and Black Radio Today 2011, the seven serving general market consumers (Rhythmic CHR, AC, Pop CHR, All News, News/Talk/Information, Religious and All Sports) accounted for 1.2 additional shares of Black listening in Fall 2010 than in Fall 2009. The three formats that specifically target Black consumers (Gospel, Urban Adult Contemporary and Urban Contemporary) combined to generate 0.9 fewer shares of Black listening.

Among leading formats, radio’s gender balance among Black listeners remained steady.Looking at the 10 formats studied for both Black Radio Today 2010 and 2011, the ratio of women to men decreased slightly from 52.1% to 51.5%. Classic Hits, whose format report was added this year, had a virtually identical female composition (52.2%).



Black radio’s decline in Time Spent Listening continued. Though certain demos showed increases in various formats, reported Time Spent Listening continued to decrease overall; this is aphenomenon we have seen as markets transition between Diary and PPM measurement. All formats were down year-to-year except Religious, which gained 15 minutes per week, while Adult Contemporary and All News held steady.

Listening by older Black men increased.In recent years, a steadily higher percentage of men aged 35 or above have tuned in during weekday middays, afternoons and evenings.

Urban Adult Contemporary continued as America’s favorite format among Black listeners for the fifth straight year.Urban AC has increased its share of listening every year since Spring 2005, and in Fall ’10 reached an all-time high—74% above the nearest format alternative.

Urban Adult Contemporary’s adult listeners achieved new heights in education.The segment of Urban AC’s audience holding a college degree rose 5.6% over the past year. Nearly one in four Black Urban AC followers was a college graduate, the largest percentage recorded in the past nine years, and more than one-half had a college or university education.

Urban Contemporary and Rhythmic Contemporary Hit Radio’s 35-54’s audience composition rose.Urban Contemporary was No. 2 to Urban Adult Contemporary with those 35-44, up from fifth last year. Its 35-54 composition rose from 29% in 2002 to 34% in Fall 2010, while its teen composition fell from 18% to 13%. Rhythmic CHR’s 35-54 audience segment climbed from less than 32% in Fall 2009 to 34% in Fall ’10.

Rhythmic Contemporary Hit Radio’s adult listeners became better educated.One in six Rhythmic CHR listeners held a college diploma; that was a 7% growth rate over Fall 2009 and 17% above Spring 2005.

Adult Contemporary’s popularity grew.AC drew 5.5% of all listening by Blacks, up from 5.0% in Fall 2009; that 5.5% is the largest share this format has delivered to date.



Gospel was a Time Spent Listening powerhouse.Gospel enjoyed the longest Time Spent Listening rates of all formats targeting Black listeners. It was No. 2 only to Urban AC among those 12-24 and in various adult demos. Its TSL decreased just 15 minutes per week overall, but gained among 18-34s—the only music format to do so.

News/Talk/Information listeners became more affluent.Between Fall ’09 and Fall ’10, the percentage of Black N/T/I listeners residing in households producing at least $75,000 in annual income rose from 32% to more than 35%—the largest composition increase of any format.

Pop Contemporary Hit Radio gained in share, affluence and education.The format’s share was up for the fourth year in a row; its segment of listeners in $75,000-plus households grew more than any other format in this report and its proportion of college graduates rose more than that of any other music programming.

Religious was the only format in this study to demonstrate increased overall Time Spent Listening. Religious saw 30-minute gains among those 12-24 and a full hour uptick with adults 18-34.


About Black Radio Today 2011

Black Radio Today 2011 contains radio listening and consumer behavior statistics for listeners to radio stations in the United States. Data for the charts and graphs in this edition come fromthese sources:

Sources: Format definitions are from the Arbitron Radio Station Information Database. The information in this database is supplied by U.S. government-licensed radio stations, their Internet streams and HD Radio® services, regardless of their status as an Arbitron client, on a monthly, quarterly or semi-annual basis.

Arbitron’s TASPCAN™ Web national Regional Database, Fall 2010, includes quantitative radio audience information from across the United States.

Scarborough data in this report is from the company’s National USA+ Study, Release 2 2010. All spending estimates shown in thisreport are based on self-reported dollar amounts spent in each category during a specified time period. For each category, total dollar estimates have been developed using Scarborough’s proprietary software. Voter Profile data are based on consumers’self-proclaimed registration status and political party affiliation.

About Scarborough: Scarborough (www.scarborough.com, [email protected]) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends foradults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things

like ad placement, multicultural targeting, and sponsorship opportunities. The company’s core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

Black Radio Today 2011 Is Published by Arbitron Inc.Ron Rodrigues, Arbitron Marketing/Radio Today EditorJeff Green and Lauren Virshup, Arbitron Data ResearchBarbara Quisenberry and Allyson Mongrain, Scarborough Data

ResearchJane Shapiro, RADAR Data ResearchRandy Brooks and Zack Oser, Art DirectionKevin Lee, ProductionSiobhan Leftwich, Copy Editor

Please direct questions or comments about this study to Ron Rodrigues ([email protected]).Please direct media inquiries to Kim Myers ([email protected]).


Glossary

Average Quarter-Hour Persons (AQH Persons)The average number of Persons listening to a particular station for at least five minutes during a 15-minute period.

Average Quarter-Hour Rating (AQH Rating or AQH PUR [Persons Using Radio])The Average Quarter-Hour Persons estimate expressed as a percentage of the population being measured.

Cume PersonsThe total number of different Persons who tune in to a radio station during the course of a daypart for at least five minutes.

Cume Rating or Cume PURThe Cume Persons audience expressed as a percentage of all Persons estimated to be in the specified demographic group listening to a particular radio station or format. Example:

Differential Survey Treatment (DST)The process by which Arbitron applies weighting to Black or Hispanic respondents in those Metro areas with a significant Black or Hispanic population.

Format ShareThe percentage of those listening to radio in the Metro who are listening to a particular radio station or format. Example:

IndexA numerical comparison of one percentage to another, with 100 being the norm.

Time Spent Listening (TSL)An estimate of the amount of time the average listener spent with a station (or total radio) during a particular daypart. This estimate, expressed in hours and minutes, is reported for the Metro only. Example:

AQH Persons x 100 = AQH Rating (%)Population

168 Quarter-Hoursin a time period x 2,000 AQH

Persons= TSL of 8.4 hours

40,000 Cume Audience

6,400 AQH Persons to a specific format

x 100 = Share of 8.0%80,000 AQH Persons to

all formats

Cume Personsx 100 = Cume Rating%

Population Group


Formats

On the following pages, you can read in detail about Black listening behavior to 11 of America’s most popular radio formats, which include a substantial number of Black listeners: Urban Adult Contemporary (Urban AC), Urban Contemporary, Rhythmic Contemporary Hit Radio (Rhythmic CHR), Adult Contemporary and Soft Adult Contemporary (AC), News/Talk/Information and Talk Personality (N/T/I), Gospel, Pop Contemporary Hit Radio (Pop CHR), All Sports, All News, Classic Hits and Religious. The audience estimates came from the 133 radio markets with a significant Black population (known as Differential Survey Treatment [DST] markets), using the Fall 2010 survey. These major formats appear in descending order of their popularity with Black listeners—a ranking based on the 12+ Average Quarter-Hour Share, leading off with the most popular format.

Eight of these popular formats—such as AC, N/T/I, Pop CHR (Top 40), Rhythmic CHR and All Sports, All News, Classic Hits and Religious— have appealed to the general market as well as to Black audiences. However, three of the formats featured in this report—Urban Contemporary, Urban AC and Gospel, for example—were specifically designed to attract Black listeners. Indeed, several formats among those targeted to Black radio consumers, such as Urban Contemporary and Urban AC, have had such huge success that they have become the most-listened-to stations in many cities.

While not covered in this study, three other formats attracted a notable percentage — at least 1% — of the national Black radio audience: Rhythmic Adult Contemporary (1.2%), Contemporary Christian (1.1%) and Hot Adult Contemporary (1.1%). Arbitron will continue to monitor these and other formats as demographic trends and changes in America’s ethnic composition challenge radio programmers to design formats that appeal to even more segments of the increasingly influential population of Black media consumers.

Some Notes About the Format PagesAlthough this study is dated 2011, it uses data gathered from the Fall 2010 survey period.

The “Education” and “Household Income” charts include only listeners 18 or older, whereas the gender ratios are among those 12 years old and above.

The “Audience Composition” information breaks out the total percentage of a format’s audience for various age groups. The “Audience Share by State” information breaks out the percentage above or below a format’s national share that the format generates in a particular state.

Listening data include both commercial and noncommercial radio listening.

For additional terms and definitions, please see the Glossary on page 9.


Urban Adult Contemporary (Urban AC)

Musically, Urban Adult Contemporary (Urban AC) playlists vary between long-standing favorites such as Maze Featuring Frankie Beverly, Earth, Wind & Fire and Marvin Gaye along with current artists such as R. Kelly, Alicia Keys, Eric Benet, Ne-Yo and Usher. Many Urban AC stations broadcast the popular syndicated Tom Joyner Morning Show or the Steve Harvey Morning Show.

America’s favorite format among Black listeners for the past five years, Urban AC has increased its share of listening every year since Spring 2005. In Fall ’10, it reached an all-time high, 74% above the nearest format alternative. More than 14.4 million Black consumers tuned to 161 Urban AC stations in the 133 Black DST markets each week. Urban AC leaned female, more so in the past two years, and slightly more than the average format serving Black consumers. About 88% of Urban AC listeners were at least 25 years old, and 45% were between the ages of 45-64—a higher concentration than in any other music format. Urban AC was the dominant No. 1 format among Black adults 35+.

Listeners 12+Mon-Sun, 6AM-Mid

Women56%

Men44%

11%

5%8%

13%

19%

26%

19%

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

Audience CompositionPercent of Format Audience by Demographic

Mon-Sun, 6AM-Mid

AQH Share TrendBlack Persons 12+, Mon-Sun, 6AM-Mid

continued

31.2%

FA10

27.9%

FA08

26.0%

SP03

20.3%

SP04

22.9%

SP06

22.0%

SP05

30.6%25.4%

FA09SP07

National AQH

Composition for All

Formats

Note: Due to rounding, totals may not add to 100. Source: TAPSCAN™ Web National Regional Database, Fall 2010.

America’s top format among Black listeners overall and No. 1 35+

No. 1 in every daypart

No. 1 in TSL among adults 25-54, 35-64

At-home, away-from-home proportions were the median of all formats studies

30.6%

31.5%

12+ AQH Share in Diary Markets

12+ AQH Share in PPM Markets



About 40% of the Black households listening to Urban AC generated incomes of at least $50,000 annually, a figure that has not shifted significantly for the past nine years. However, away-from-home’s proportion of Urban AC listening grew 3% to nearly 60% of all tune-in, the highest proportion the format has recorded since these studies began in 2002. Urban AC’s percentages of at-home and away-from-home listening represented the medians for the 11 formats in this report.

Urban AC continued to do particularly well in Illinois, Michigan, New Jersey, Ohio and other states with large urban centers. It also attracted a disproportionately high amount of listening in the deep South, outperforming its national average in Alabama, Georgia, Louisiana, Mississippi and South Carolina, as well as in Washington, DC. (States colored gray either had no Black DST markets or no Urban AC stations that met our minimum reporting standard.)

Away From Home60%

At Home40%

2.9%

14.1%15.2%

27.8%

37.2%

32.0%

21.3%

8.9%

Share of Listening by LocationAQH Persons 12+, Mon-Sun, 6AM-Mid

Audience Share by StatePersons 12+, Mon-Sun, 6AM-Mid, AQH Share

>$75K21%

$25K-$50K33%

$50K-$75K19%

<$25K27%

Household IncomePersons 18+

32.3%continued

Index: Percent +/- National Format Share

No stations

<75%

75-150%

>150%Note: Due to rounding, totals may not add to 100. Source: TAPSCAN™ Web National Regional Database, Fall 2010.


4:005:15

7:308:30

P12-24 P18-34 P25-54 P35-64

7:00P12+

Time Spent Listening by Demographic(Hours:Minutes)

Mon-Sun, 6AM-Mid

33% 30% 32% 29% 31%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

31%Mon-Sun 6AM-Mid

AQH Share of Listening by DaypartPersons 12+, Mon-Sun, 6AM-Mid


College Graduate

23%

Some College

33%

High School

Graduate36%

<12th Grade

9%

EducationPersons 18+

Black Cume

14,435,000

19,445,600Total Format Cume

Cume

In Black DST Markets

Far ahead of all other formats in each daypart, Urban AC added more than 1% of all weekend listening between Fall ’09 and Fall ’10, and increased its proportion of weekday afternoons and evenings by nearly a full share, as well. Urban AC listeners achieved new heights in education, with the segment of its audience holding a college degree rising at a rate of 5.6% over the past year. Nearly one in four Black Urban AC followers was a college graduate, the largest percentage recorded for this format in the past nine years, and more than half had a college or university education.

While Time Spent Listening to Urban AC declined an hour per week, the format still ranked No. 2 overall among all the programming choices in this report (second only to Gospel) and continued as the solid No. 1 among adults 25-54 and adults 35-64 by a full hour. Urban AC’s TSL slipped just 15 minutes among 12-24s and adults 18-34.


BLACK RADIO TODAY • 2011 EDITION14 © 2011 Arbitron Inc.BLACK RADIO TODAY • 2011 EDITION


The collective buying power of this large audience produced high levels of personal spending. Three out of four Black listeners bought apparel during the past 12 months, spending an estimated $5.8 billion on clothing and shoes. Urban Adult Contemporary’s (Urban AC) appeal leaned female, and we saw this reflected in purchasing patterns that were above average for women’s business clothing, casual clothing and shoes. The audience also reported considerable household spending on home furnishings and home electronics.When choosing entertainment activities, Urban AC’s Black listeners were movie fans─nearly two-thirds enjoyed going out to see new movies. Listeners were above national averages for playing the lottery and visiting casinos, attending pro sports events and enjoying performing arts(live theater, concerts).

Listeners lived in households that were above national averages for ownership of computers, smartphones and other mobile computing devices and were above the norm for online purchasing. Compared with total Blacks online, they were more likely to purchase music (CDs or digital music files), movie tickets, home accessories and office supplies. Listeners were also more likely to go online to locate medical services or information and to shop for medicine or prescriptions.

Urban AC listeners were slightly above average for being registered voters. Seventy-three percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Urban AC’s registered voters were somewhat more likely than the average Black voter to contribute to political organizations─about 7% of them did so during the past 12 months.

Note: Index compares Black listeners of format with total Black adults in USA. An Index of 100 is average.Source: Scarborough USA+, Release 2, 2010

Computers/Mobile Devices (Household) IndexDesktop Computer 106Laptop Computer 108Smartphone 108Other Mobile Computing Device 114E-Reader 111

Purchased Apparel Past 12 Months

Index Total Spentby Listeners

Men’s Business Clothing 100 $358 MillionMen’s Casual Clothing 101 $870 MillionMen’s Shoes 98 $604 MillionWomen’s Business Clothing 115 $527 MillionWomen's Casual Clothing 109 $1.2 BillionWomen’s Shoes 107 $847 MillionChildren’s Clothing 106 $1.1 BillionInfants’ Clothing 102 $379 Million

Purchased Home Furnishings and Electronics Past 12 Months (Household)

Index Total Spentby Household

Television 107 $1.7 BillionFurniture 106 $1.5 BillionCarpet/Flooring 107 $1.1 BillionMattress 115 $922 MillionWindow Treatments 107 $430 MillionMusic Equipment 105 $303 Million

Online Purchasing IndexHave Online Access 109Purchased Online Past 12 Months 111

Online Purchases by Listeners, Selected Categories:

Clothing or Accessories 102Airline Tickets/Travel Reservations 103Music 110Computer Hardware/Software 102Health and Beauty Items 106Movie Tickets 115Home Accessories 112Office Supplies 115Total Online Spending Past 12 Months: $4.3 Billion



Coupon Usage (Household) IndexUse Grocery Coupons Every Week 103Use Coupons for Other Goods/Services Every Month 106Coupons Obtained From:Newspapers/Magazines/Mail 101In-Store Circulars/Coupons 101Loyalty Cards 107Electronic Sources (E-mail/Text/Online) 108Product Packages 101

Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Index

Domestic Light Beer 103Domestic Regular Beer 106Imported Beer 110

Health and Wellness IndexHave Health Insurance Coverage 101Have Life Insurance Coverage 108Bought Prescription Drugs Past 30 Days 101Belong to Health/Exercise Club 106Buy Organic Food Regularly 102Located Medical Services or Information Online Past 30 Days 116

Shopped for Medicine/Prescriptions Online Past 12 Months 112

Made Contribution to Healthcare or Medical Organization Past 12 Months 103

Dental Check-Up/Procedure Past 12 Months 101Bought Glasses/Contacts Past 12 Months 103

Index

Voter Profile (Self-Identified) Pct.Registered to Vote 85%Among Registered Voters:

Democrat/Independent but Feel Closer to Democrat 104Republican/Independent but Feel Closer to Republican 90

Independent/Other 89Contribute to Political Organizations 108

Entertainment Past 12 Months IndexNew Movies at Theater 107Lottery Ticket 106Casino 106Pro Sports Event 111Theme Park 104Live Theater 112R&B/Rap/Hip-Hop Concert 125Comedy Club 126

Snack Foods Past 30 Days (Household) IndexIce Cream/Frozen Treats 104Salty Snacks 107Candy 103Energy Bars/Nutrition Bars 104



Urban Contemporary


Women53% Men

47%

3%5%

13%

21%25%

20%

13%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

17.9%

FA10

20.7%

FA08

18.0%

SP03

24.0%

SP04

22.6%

SP06

24.0%

SP05

19.5%21.6%

FA09SP07

America’s No. 2 format among Blacks; No. 1 with teens, adults 18-24 and 25-34

No. 2 in every daypart

No. 1 in TSL among adults 12-24, 18-34

Male proportion of listening is rising

Featuring artists such as Drake, Keri Hilson, Rihanna, Nicki Minaj and Trey Songz, Urban Contemporary was Black America’s No. 2 most-listened-to format for the fifth consecutive year, attracting 10.4 million listeners each week. It was the dominant No. 1 format among Black teens and adults 18-24, with a third of its audience under 25. Broadcast by 125 stations in the 133 Black DST markets, Urban Contemporary also lead with adults 25-34 and was No. 2 to Urban Adult Contemporary with those 35-44, up from fifth last year. In fact, Urban Contemporary has gradually attracted a higher proportion of older adults, with its 35-54 composition rising from 29% in 2002 to more than 34% in Fall 2010, while its teen composition has fallen from 18% to 13% over that time frame. Although women comprised the majority of Urban Contemporary listening, the male gender ratio has risen in recent years, up 2% from Fall 2009.


26.4%

13.7%




Urban Contemporary

Despite its youthful orientation, half of Urban Contemporary’s Black audience resided in households generating between $25,000 and $75,000 per year, and its 15% proportion of those in households with $75,000 or more in annual income compared favorably with 2002, when it was less than 13%. Considering Urban Contemporary’s youthful audience composition, it’s not surprising that the format earned nearly 60% of its Black tune-in away from home, a figure that rose from 53% since Spring 2008 and higher than any previously recorded in these studies. Geographically, Urban Contemporary had a broad appeal, earning more than double its national audience share in Arkansas, Indiana, Missouri and Oklahoma; it attracted more than 40% above its norm in Louisiana, North Carolina, South Carolina and Tennessee.

Away From Home59%

At Home41%

0.1%

0.0%24.2%

27.4%

19.8%

23.1%

21.5%

1.1%



continued

22.7%

$25K-$50K33%

>$75K15%

$50K-$75K17%

<$25K35%



No stations

<75%

75-150%

>150%Note: Due to rounding, totals may not add to 100. Source: TAPSCAN™ Web National Regional Database, Fall 2010.


Urban Contemporary

5:30 6:15 5:45 5:00

P12-24 P18-34 P25-54 P35-64

5:30P12+


Mon-Sun, 6AM-Mid

18%22%

18%15%17%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

18%Mon-Sun 6AM-Mid


College Graduate

14%

Some College

35%

High School

Graduate39%

<12th Grade12%


Black Cume

10,425,700


Cume


Ranking No. 2 to Urban AC in every daypart among listeners overall, Urban Contemporary earned its highest ratings during weekday evenings, followed by weekends and afternoons. The format’s educational profile advanced, with 49% of its Black audience aged 18+ having attended or graduated from college, up from 48% a year prior. Urban Contemporary enjoyed the third-longest Time Spent Listening of all formats in this report, and was No. 1 in TSL among both those 12-24 and 18-34.



Urban Contemporary

Urban Contemporary radio’s Black audience made a significant impact on consumer spending. More than three-quarters personally shopped for clothing or shoes during the past 12 months, spending an estimated $4.5 billion. During that same time period, household spending on televisions and music equipment totaled $1.2 billion and $1.0 billion, respectively.

Seventy-eight percent of Black Urban Contemporary listeners had health insurance coverage, just slightly below the national average for all Blacks (80%). Black listeners to the format were slightly above the norms for having life insurance─almost two-thirds were covered compared to 62% coverage among total Blacks.

When choosing entertainment activities, Urban Contemporary’s Black listeners were movie fans─almost two-thirds enjoyed going out to see new movies. Listeners were above national averages for visiting theme parks, attending concerts and going out to comedy clubs.

Listeners lived in households that were well above national averages for ownership of computers, smartphones and other mobile computing devices. These listeners were above the norm for online purchasing. Compared with total Blacks online, they were much more likely to purchase movie tickets, toys or games and food items and to shop for medicine or prescriptions.

Listeners closely reflected the average for being registered voters. Seventy percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side.





Men’s Business Clothing 113 $292 MillionMen’s Casual Clothing 103 $652 MillionMen’s Shoes 110 $507 MillionWomen’s Business Clothing 115 $392 MillionWomen’s Casual Clothing 106 $844 MillionWomen’s Shoes 107 $646 MillionChildren’s Clothing 114 $882 MillionInfants’ Clothing 108 $308 Million



Television 109 $1.2 BillionFurniture 108 $1.0 BillionCarpet/Flooring 101 $653 MillionMattress 119 $630 MillionWindow Treatments 108 $289 MillionMusic Equipment 114 $237 Million



Music 104Computer Hardware or Software 105Movie Tickets 121Toys or Games 111Food Items 114Consumer Electronics 106Tickets to Cultural Events 104Insurance 103Total Online Spending Past 12 Months: $3.2 Billion


Urban Contemporary








Index




Entertainment Past 12 Months IndexNew Movies at Theater 110Lottery Ticket 101Casino 103Pro Sports Event 106Theme Park 118R&B/Rap/Hip-Hop Concert 139Live Theater 107Comedy Club 133




Rhythmic Contemporary Hit Radio(Rhythmic CHR)


Women51%

Men49%

2%4%

13%

21%25%

19%15%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

9.3%

FA10

10.1%

FA08

9.3%

SP03

10.6%

SP04

10.1%

SP06

10.2%

SP05

9.4%10.3%

FA09SP07

Consistent ratings performer year after year

$75,000+ household proportion reached new high

College education rate increased

Most balanced format in terms of gender appeal

You’ll hear artists such as Lil Wayne, Rihanna, Far East Movement and Bruno Mars on the 123 Rhythmic Contemporary Hit Radio (Rhythmic CHR) stations in the 133 Black DST markets, which collectively delivered 7.8 million listeners per week and almost 10% of all listening in PPM markets. Although down a bit in recent years, its national share—third-best of all formats in this report—remained relatively stable between Fall 2009 and 2010. In fact, Rhythmic CHR’s format share has been fairly consistent for the pastnine years.

As with Urban Contemporary’s listenership, Rhythmic CHR’s adult 35-54 audience composition increased, up from less than 32% in Fall 2009 to 34% a year later. This shift came at the expense of teens and adults 18-24, who represented 34% of the format’s audience, down from 37% in Fall 2009. The most balanced format in terms of gender appeal among all those in this report, Rhythmic CHR continued to lean slightly female, shifting a few tenths toward equality in recent years.


8.4%

9.8%




Rhythmic Contemporary Hit Radio (Rhythmic CHR)

Away From Home63%

At Home37%

25.8%

13.8%

12.1%

4.2%

8.0%

11.1%

28.5%



continued

7.3%

$25K-$50K32%

>$75K21%

$50K-$75K18%

<$25K29%



No stations

<75%

75-150%

>150%

Close to 40% of adult Rhythmic CHR listeners lived in households producing $50,000 or more in annual income. More than one in five were in the $75,000-plus household category, up 1.1% (a 5.5% growth rate) from Fall 2009 and the largest percentage overall since this analysis began being tracked in 2002. Rhythmic CHR’s ratio of away-from-home vs. at-home listening has risen rapidly in recent years, up from 57% in 2008 to a format-high 63% in Fall 2010. Popular coast-to-coast, Rhythmic CHR generated more than twice its national ratings share in Arizona, Colorado, Connecticut, Kentucky, Massachusetts, Minnesota and Texas; it scored at least 50% better than its overall share in California, Florida, Indiana and Maryland.




Ranking third-highest in all dayparts of all formats in this report, Rhythmic CHR was not unlike Urban Contemporary in that it produced its best ratings on weekday evenings; that strength was followed by weekday afternoons and weekends. Adult Rhythmic CHR listeners became better educated, with one in six holding a college diploma— a 7% growth rate over Fall 2009 and 17% above Spring 2005. While Black Time Spent Listening to Rhythmic CHR was lower than most of the formats in this report, it tied for third-highest with those aged 12-24. And its TSL among adults 35-64 was one of just two music formats to remain steady between Fall 2009 and 2010.

4:00 4:15 4:00 3:30

P12-24 P18-34 P25-54 P35-64

3:45P12+


Mon-Sun, 6AM-Mid

9% 8%10% 11%

9%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

9%Mon-Sun 6AM-Mid


College Graduate

16%

Some College

35%

High School

Graduate38%

<12th Grade11%


Black Cume

7,804,000


Cume





The Black audience of Rhythmic Contemporary Hit Radio (Rhythmic CHR) made a significant impact on consumer spending. Seventy-six percent personally shopped for clothing or shoes during the past 12 months, spending an estimated $3.7 billion. The purchasing patterns of Black listeners were above the national average for Blacks for men’s business clothing, casual clothing and shoes, women’s business clothing and children’s and infants’ clothing.

Although slightly below national averages for insurance coverage among Blacks, 77% had health coverage and 57% had life insurance. They were well above norms for health club memberships and for eating organically.

Black Rhythmic CHR listeners lived in households that were well above national averages in ownership of computers, smartphones and other mobile computing devices. Listeners were above-average for online purchasing and contributed $3.0 billion to e-commerce during the past 12 months. They were also more inclined than the Black population in general to go online to seek out medical services and to obtain retail coupons from electronic sources.

When choosing entertainment activities, listeners were movie fans─70% enjoyed going out to see new movies. Listeners were above national averages for attending pro sports events, visiting theme parks and attending live theater, concerts and comedy clubs.

The format’s Black listeners were somewhat below the average for being registered voters compared with total Black adults nationwide. More than two-thirds of these voters identified as Democrats or as Independents who leaned toward the Democratic side.





Men’s Business Clothing 117 $247 MillionMen’s Casual Clothing 112 $570 MillionMen’s Shoes 114 $424 MillionWomen’s Business Clothing 114 $316 MillionWomen's Casual Clothing 102 $672 MillionWomen’s Shoes 106 $507 MillionChildren’s Clothing 110 $698 MillionInfants’ Clothing 118 $270 Million



Television 112 $1.0 BillionFurniture 121 $907 MillionCarpet/Flooring 108 $601 MillionMattress 105 $473 MillionWindow Treatments 109 $220 MillionMusic Equipment 136 $238 Million



Clothing and Accessories 105Airline Tickets/Travel reservations 103Books 103Music 104Movie Tickets 118Toys/Games 111Consumer Electronics 103Food Items 102Total Online Spending Past 12 Months: $3.0 Billion










Index




Entertainment Past 12 Months IndexNew Movies at Theater 120Casino 105Pro Sports Event 117Theme Park 135Live Theater 112R&B/Rap/Hip Hop Concert 119Comedy Club 126Circus 104




Adult Contemporary (and Soft Adult Contemporary)


Women59%

Men41%

13%16%

22%21%

13%9%

6%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

5.5%

FA10*

4.5%

FA08

3.8%

SP03

3.5%

SP04

3.9%

SP06

4.4%

SP05

5.0%3.7%

FA09*SP07

*Reflects AC and Soft AC. Prior years are AC only.

Excellent balance of adult audience composition

Away-from-home percentage of listening reached new high

Strong midday ratings performer

Time Spent Listening remained steady

The 253 stations in the 133 Black DST markets programming Adult Contemporary and Soft Adult Contemporary (AC) generated 5.5% of all listening by Blacks, up from 5.0% in Fall 2009 and the largest share this format has delivered to date. Combined with pop hits of recent decades, AC also presented artists such as Michael Bublé, Daughtry, Country crossovers such as Lady Antebellum, as well as The Script and Train. AC ranked as the fifth-most-popular format, reaching nearly 6.8 million Black consumers each week, and ranked No. 4 in every age group 18+.

AC boasted one of radio’s most demographically balanced audiences: A majority comprised adults 45+, but a majority were also adults 25-54 and nearly half were between the ages of 12 and 44. As proof of its concentrated adult listenership, AC’s 25-34, 35-44 and 45-54 audience composition was fourth-highest among the 11 formats in this report. Black women listeners to AC consistently outnumbered Black men by about a 6:4 ratio, ranking the format No. 3 in terms of its high proportion of women vs. men.


2.9%

6.8%





About 41% of adult Blacks who listened to AC lived in households earning $50,000 or more per year. The format ranked No. 1 among all those in this report for its proportion of its audience in the $25,000-$50,000 category. For the first time since these studies began, more than two-thirds of AC listening by Blacks took place somewhere other than at home, up nearly 2% from Fall 2009 and almost 9% higher than in Fall 2008. AC delivered much higher ratings in certain states than its national average, indexing more than double in California, Connecticut, Delaware, Kansas and Massachusetts; it registered at least 30% higher than its overall share in Florida, Nevada and New York.

Away From Home67%

At Home33%

10.7%

5.0%2.8%

2.7%

2.6%

3.4%

7.7%

15.3%



continued

2.2%

>$75K23%

$25K-$50K35%

$50K-$75K18%

<$25K24%



No stations

<75%

75-150%

>150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN™ Web National Regional Database, Fall 2010.



AC gained format share in all dayparts between Fall 2009 and 2010, particularly on weekends, when it rose from 4.2% to 5.0%—a 19% rate of increase, the most of any daypart among any format in this report. Popular in-office, AC recorded Its strongest listening in middays, when it far outperformed its overall share. Sixty percent of AC’s Black listeners aged 18+ either attended college or earned a degree, slightly above the 58% average of all 11 formats in this study. Time Spent Listening to AC held steady between Fall ’09 and Fall ’10—the only music format in this report to do so. TSL actually increased 15 minutes among those 12-24, was unchanged with adults 18-34 and was down just a quarter-hour with adults 25-54 and 35-64.

2:00 2:15 2:45 2:45

P12-24 P18-34 P25-54 P35-64

2:45P12+


Mon-Sun, 6AM-Mid

5%5%5%7%

5%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

6%Mon-Sun 6AM-Mid


College Graduate

28%

Some College

32%

High School

Graduate33%

<12th Grade

7%


Black Cume

6,768,500


Cume




Adult Contemporary*

The Black audience of Adult Contemporary (AC) represented an estimated $2.1 billion dollars spent on apparel during the past 12 months. Purchasing levels were stronger than the norm for all apparel categories studied and were especially pronounced for both men’s and women’s business clothing.

Black AC listeners lived in households that were above-average in use of coupons─27% used grocery coupons weekly and 35% used coupons for other types of merchandise monthly. They were more likely than other coupon users in the general Black population to obtain coupons from loyalty cards and electronic sources.

Eighty-one percent of Black AC listeners had health insurance and 61% had life insurance. They were also well above the norms for the Black population for having health club memberships, eating organically and going online to seek out medical services and medical information.

The format’s Black listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased online during the past 12 months and contributed $1.8 billion to e-commerce during that time period.

Listeners were about average for being registered voters compared with total Black adults nationwide. Seventy-one percent of Black Adult Contemporary voters identified as Democrats or as Independents who leaned toward the Democratic side. Close to one in 10 voters contributed to political organizations during the past 12 months.

*Scarborough data do not include Soft Adult Contemporary.Note: Index compares Black listeners of format with total Black adults in USA. An Index of 100 is average.Source: Scarborough USA+, Release 2, 2010







Television 105 $601 MillionFurniture 109 $365 MillionCarpet/Flooring 104 $337 MillionMattress 104 $271 MillionWindow Treatments 100 $139 MillionMusic Equipment 120 $122 Million



Airline Tickets/Travel Reservations 120Books 111Music 105Computer Hardware/Software 112Health and Beauty Items 107Movie Tickets 111Toys/Games 111Consumer Electronics 111Total Online Spending Past 12 Months: $1.8 Billion


Adult Contemporary








Index




Entertainment Past 12 Months IndexNew Movies at Theater 110Lottery Ticket 107Casino 107Pro Sports Event 115Theme Park 118Live Theater 130Comedy Club 113Circus 110




News/Talk/Information (and Talk/Personality)

With 686 stations programming News/Talk/Information and Talk Personality (N/T/I) in the 133 Black DST markets, the format was heard on nearly twice as many stations as its nearest competitor (Religious). N/T/I accumulated 4.5% of all radio listening in Black DST markets and a 5.2% share in PPM Metros. As we see from Fall 2008’s peak, N/T/I can be expected to generate even higher ratings in presidential campaign years. An estimated 3.2 million Black listeners depend on N/T/I stations each week.

The largest proportion of N/T/I’s audience was 65+, and the format accounted for more than 9% of all 65+ radio listening by Blacks. Sixty-six percent of N/T/I listeners were at least 45 years old in Fall 2010. However, that is down from 69% in Fall 2009. The shift came from those under the age of 35, which grew in composition from 13% in Fall ’09 to 16% in Fall ‘10. Men delivered 57% of N/T/I’s ratings, up 1% from Fall ’09, ranking the format No. 2 to All Sports in terms of its high proportion of male listeners.


Women43%

Men57%

23%21%22%

18%

9%

3%4%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

4.5%

FA10*

4.9%

FA08

3.9%

SP03

3.8%

SP04

3.6%

SP06

3.9%

SP05

4.6%3.9%

FA09*SP07

*Reflects AC and Soft AC. Prior years are AC only.

Largest composition increase of $75,000-plus households

Audience was mostly 45+, but 12-34 composition grew

Majority of listening took place away from home

Best-educated Black Radio listeners


3.1%

5.2%





Between Fall ’09 and Fall ’10, the percentage of Black N/T/I listeners residing in households producing at least $75,000 in annual income rose from 32% to 35%—the largest composition increase of any format in this report. About 57% were in the $50,000-plus category; N/T/I ranked second only to All Sports in both of these income statistics. While a small majority of listening to N/T/I in Fall ’09 took place at home, by Fall ’10 the lion’s share had shifted to away-from-home. The 4.1% increase in out-of-home tune-in was the most of the 11 formats in this study. Strong in the East, West and northern states, N/T/I generated more than 60% above its national format share in Arizona, California, Colorado, Delaware, Massachusetts, Minnesota, Ohio, Wisconsin, Washington and Washington, DC.

Away From Home53%

At Home47%

8.1%

4.7%10.6%

3.8%

4.1%

4.5%

5.3%

15.3%



continued

2.3%

>$75K35%

$25K-$50K23%

$50K-$75K22%

<$25K19%



No stations

<75%

75-150%




Black listeners like to wake up and drive to work with N/T/I. From 6AM to 10AM during weekdays, N/T/I grew from its 4.5% overall share to 5.7%—a 27% ratings boost. Mornings represented the format’s highest-rated daypart (ranking fourth) and were when N/T/I increased its ratings year-to-year, up from 5.2% to 5.7%—a gain of nearly 10%. N/T/I listeners were the most well-educated among all Black radio listeners in this report. In Fall 2010, 72% of N/T/I listeners had some level of college experience or had earned a degree; that figure was similar to Fall 2009. Thirty-eight percent held a college diploma, also tops of the 11 formats studied. N/T/I held its own in terms of Time Spent Listening, shedding just 15 minutes per week overall, maintaining steady TSL with adults 18-34 and 25-54, and actually adding 45 minutes among those 12-24—the largest increase in that age group of any format.

2:30 3:154:30 4:45

P12-24 P18-34 P25-54 P35-64

4:45P12+


Mon-Sun, 6AM-Mid

3%4%5%5%6%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

5%Mon-Sun 6AM-Mid


College Graduate

38%

Some College

34%

High School

Graduate22%

<12th Grade

6%


Black Cume

3,201,400


Cume




News/Talk/Information*

Because the appeal of this format leans male, Black listeners of News/Talk/Information (N/T/I) demonstrated above-average purchasing patterns in the categories of men’s business clothing, casual clothing and shoes. Of the total $966 million spent by listeners on all apparel categories, close to half went to men’s clothing.

Eighty-five percent of Black N/T/I listeners had health insurance and 69% had life insurance. They were well above norms for health club memberships, eating organically and using online sources to seek out medical information and services.

N/T/I listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased items online during the past 12 months and contributed $1.0 billion to e-commerce during that time period.

When choosing entertainment activities, listeners gravitated toward sports (pro sports events and golfing) and the performing arts (live theater, concerts, dance performances). Although more than half also enjoyed a movie at the theater, N/T/I listeners were slightly below the average of all Blacks for movie-going.

Listeners were somewhat above the average for being registered voters compared with total Black adults nationwide. Most of the voters in N/T/I’s Black audience identified as Democrats or as Independents who leaned toward the Democratic side (64%). More than one in 10 voters contributed to political organizations during the past 12 months.

*Scarborough data do not include Talk/Personality.Note: Index compares Black listeners of format with total Black adults in USA. An Index of 100 is average.Source: Scarborough USA+, Release 2, 2010










Airline Tickets/Travel Reservations 130Music 103Computer Hardware/Software 114Consumer Electronics 114Medicine/Prescriptions 104Flowers 134Tickets to Cultural Events 140Sports Logo Apparel 121Total Online Spending Past 12 Months: $1.0 Billion


News/Talk/Information








Index




Entertainment Past 12 Months IndexPro Sports Event 130Casino 108Live Theater 145Golfing 172Comedy Club 109Symphony Concert/Opera 189Dance Performance 147Rock Concert 111




Gospel

Lisa Page Brooks, Fred Hammond featuring John P. Kee, Marvin Sapp and Brian Courtney Wilson are among the artists you’ll hear on America’s 149 Gospel stations in the 133 Black DST markets. These stations bring in more than 2 million listeners every week, accounting for 4.5% of all Black radio listening. Gospel was the only format whose national ratings were overwhelmingly driven by Diary Metros, as opposed to PPM markets. That proportion became even more pronounced in Fall 2010 as more Metro areas shifted to PPM during the year.

More than 60% of Gospel’s audience was at least 45 years old and more than a quarter were 65 or older; no other music programming had as much of its audience in that age group. Although Gospel ranked fifth among the 11 formats in this report, it was No. 2 among those 65+. It was by far also the most female-oriented in its appeal, with women comprising nearly 70% of its audience.


Women69%

Men31%

26%

19%20%

15%

8%7%5%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

4.5%

FA10

4.6%

FA08

5.8%

SP03

5.2%

SP04

5.6%

SP06

6.0%

SP05

4.4%5.9%

FA09SP07

Concentrated composition of women and adults 45+

No. 1 format in Time Spent Listening

Strong weekend ratings performer

Outperformed national format significantly in the South


8.3%

2.7%




Gospel

A quarter of Gospel listeners resided in households producing $50,000 or more in annual income, a percentage that was unchanged between Fall 2009 and Fall 2010. The majority of listening to Gospel took place at home, with the proportions nearly identical to what they were in Fall 2008 and only slightly changed since 2002. Gospel ranked No. 2 to Religious radio as having the highest amount of listening occurring at home. Tune-in was primarily Southern, as the format delivered ratings at least 60% above its national average in Alabama, Arkansas, Indiana, Louisiana, Missouri, Mississippi, North Carolina, South Carolina and Tennessee.

Away From Home46%

At Home54%

0.1%

0.9%9.0%

4.8%

2.3%

5.4%

3.6%

0.0%



continued

10.2%

>$75K11%

$25K-$50K33%

$50K-$75K14%

<$25K42%



No stations

<75%

75-150%



Gospel

Not surprisingly, Sunday programming helped Gospel generate its highest ratings during weekends, when the format contributed 16% more listening (and ranked fourth) than during the week overall (when it ranked fifth). Gospel also outperformed its full-week ratings in mornings and middays. Forty-six percent of Gospel listeners attended or graduated from college. Overall, the format enjoyed the longest Time Spent Listening rates of all formats targeting Black listeners, and was No. 2 only to Urban AC among those 12-24 and various adult demos. Its TSL decreased just 15 minutes per week overall and in each key daypart except among adults 18-34, which actually increased by a quarter-hour—the only music format to do so.

5:00 5:156:30

7:30

P12-24 P18-34 P25-54 P35-64

7:15P12+


Mon-Sun, 6AM-Mid

5%4%4%5%5%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

5%Mon-Sun 6AM-Mid


College Graduate

15%

Some College

31%High

School Graduate

37%

<12th Grade17%


Black Cume

2,076,900


Cume




Gospel

Because the appeal of this format leans heavily female, Black listeners of Gospel were well above the average for purchasing in the categories of women’s business clothing, casual clothing and shoes. Of the total $920 million spent on all apparel during the past 12 months, $428 million went to women’s clothing, $274 million went to men’s clothing and $218 million went to clothing for children and infants.

Eighty-four percent of Gospel listeners had health insurance and, at 73%, they had the highest rate of life insurance coverage of any of the formats studied in this report . They were also above the norm for use of prescription drugs and eyewear.

Gospel’s Black listeners fell short of the averages for all types of paid entertainment examined for this report. More than half attended a movie during a typical year but they were more likely than the general Black population to spend their time on pursuits such as volunteering, continuing education, attending high school sports events and sewing/crafts.

Listeners lived in households that were about average for having computers and were slightly below the norm for all Blacks in having online access. Still, although only 37% of Black Gospel listeners purchased items online, they contributed $438 million to e-commerce during the past 12 months.

Black listeners to this format had the highest level of voter registration of any of the formats in this report. Seventy-three percent of the Black voters in Gospel’s audience identified as Democrats or as Independents who leaned toward the Democratic side.











Books 100Food 128Office Supplies 130Home Accessories 118Consumer Electronics 112Tickets to Cultural Events 106Furniture/Home Furnishings 100Pet Supplies 103Total Online Spending Past 12 Months: $438 Million


Gospel








Index




Activities Past 12 Months IndexVolunteer Work 104Attended High School Sports Event 148Fishing 102Continuing Education 109Sewing/Crafts 134Basketball 103Yoga/Pilates 102




Pop Contemporary Hit Radio (Pop CHR)


Women59%

Men41%

3%7%

14%

19%19%18%20%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

4.3%

FA10

3.2%

FA08

3.7%

SP03

2.8%

SP04

3.0%

SP06

3.0%

SP05

3.8%3.1%

FA09SP07

Strong improvement in $75,000-plus households

Solid ratings gains for the fourth straight year

Steady increase in educational attainment

Stable TSL regardless of age group

In 2010, Pop Contemporary Hit Radio (Pop CHR) offered a wide range of musical repertoire including Ke$ha, Lady Gaga, Bruno Mars, Pink, Black Eyed Peas and Katy Perry, among many others. The 193 Pop CHR stations in the 133 Black DST markets attracted nearly 6.3 million consumers and 4.3% of all Black radio listening, the fourth straight annual share increase. Year-to-year, Pop CHR gained nearly equal share percentages in both PPM and Diary Metros.

While teens represented the largest segment of Pop CHR’s audience, it was by the slimmest of margins, as the format’s composition was determined nearly equally as much from adults 18-24, 25-34 and 35-44. And since spring 2006, Pop CHR’s 45-64 segment has jumped from 11% to 21%. Pop CHR had the highest teen component of the 11 formats in this report, and although the format was No. 7 in share overall, it ranked fourth with teens and among adults both 18-24 and 25-34. Women delivered 59% of Pop CHR’s ratings—essentially unchanged over the past three years—ranking the format fourth-highest in its ratio of women to men.


3.8%

4.6%





The percentage of Black Pop CHR listeners who lived in households with $75,000 or more in annual income grew from 20% in 2009 to 23%; that’s a 16% rate of increase in one year and the most of any format in this report. That 23% segment was also the highest proportion of overall affluence the format has ever generated, up from 15.4% in Spring 2006. Sixty-two percent of Pop CHR listening occurred away from home, up nearly 3% from Fall 2009 and the largest out-of-home ratio for this format since these reports began. Pop CHR brought in at least 50% more listening than its national average in 10 states: Connecticut, Delaware, Kansas, Kentucky, Minnesota, New Jersey, Nevada, Oklahoma, Pennsylvania and Wisconsin.

Away From Home62%

At Home38%

5.5%

8.4%5.8%

3.4%

3.7%

2.0%

3.8%

6.0%



continued

2.8%

>$75K23%

$25K-$50K35%

$50K-$75K18%

<$25K24%



No stations

<75%

75-150%




Like its Rhythmic CHR and Urban Contemporary counterparts, Pop CHR generated its strongest ratings during weekday evenings. Its 5.0% share was 16% above its full-week average of 4.3%, ranking the format fourth-highest, compared to its No. 7 position overall. Year-to-year, Pop CHR’s ratings were up 13% for the full week, but grew 16% in weekday evenings, and were up 15% in mornings, afternoons and weekends. The morning, afternoon and evening rates of increase were the largest of all formats in this study. More than 60% of Pop CHR’s Black audience attended or graduated from college—fourth-most of all formats in this report. The proportion who earned a college degree rose from 20% to 23%, the third straight annual increase and highest recorded since these studies began. That 15% year-to-year gain in the college graduate category was the largest of the music formats covered and second only to All Sports. Pop CHR’s TSL was almost identical regardless of age group, with the lowest TSL volatility of all 11 formats.

2:30 2:15 2:15 2:15

P12-24 P18-34 P25-54 P35-64

2:15P12+


Mon-Sun, 6AM-Mid

5%5%5%4%4%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

4%Mon-Sun 6AM-Mid


College Graduate

23%

Some College

38%

High School

Graduate32%

<12th Grade

8%


Black Cume

6,264,000


Cume





The Black audience of Pop Contemporary Hit Radio (Pop CHR) represented an estimated $2.1 billion dollars spent on apparel during the past 12 months. Purchasing levels are at or above par for all apparel categories measured.

Although Black Pop CHR listeners were below average for insurance coverage, a majority had health insurance and life insurance. Listeners were well above the norms for the Black population for having health club memberships and going online to seek out medical information and to shop for medicines and prescriptions.

When choosing entertainment activities, listeners were movie fans─70% of them enjoyed going out to see new movies. Listeners were above national averages for attending pro sports events, visiting theme parks and attending live theater, concerts, comedy clubs and the circus.

Pop CHR’s Black listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased items online during the past 12 months and contributed $1.9 billion to e-commerce during that time period.

Black Pop CHR listeners fell below the average for being registered voters compared with total Black adults nationwide. Sixty-six percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side, but the audience was above the norm for identifying as Independent at 20%. The remaining 14% reported that they were Republican or leaned Republican.











Clothing and Accessories 103Music 107Computer Hardware/Software 111Movie Tickets 121Toys/Games 120Consumer Electronics 109Food 102Medicine/Prescriptions 106Total Online Spending Past 12 Months: $1.9 Billion










Index




Entertainment Past 12 Months IndexNew Movies at Theater 120Casino 109Pro Sports Event 117Theme Park 119Live Theater 119R&B/Rap/Hip-Hop Concert 127Comedy Club 138Circus 131




All Sports


14%17%

29%

23%

12%

4%2%

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


Mon-Sun, 6AM-Mid

continued

Women15%

Men85%


National AQH

Composition for All

Formats

3.2%

FA10

2.0%

FA08

-

SP03

-

SP04

-

SP06

-

SP05

3.0%-

FA09SP07

No. 1 for listeners residing in $75,000-plus households

Among radio’s most well-educated consumers

Format appeal grew

Programming focused on 35-54 male demographic

America’s 312 Sports stations in the 133 Black DST markets accounted for 3.2% of all radio listening for Blacks, a new high and the second straight year of growth since the format began being tracked in Fall 2008. Reaching 2.5 million listeners per week, All Sports appealed primarily to adult men (more than 5:1 over women), and was by far the most male-oriented programming of all major formats. Its audience was centered on those aged between 35-54; they represented 52% of the format’s total audience. In fact, its format composition among 35-44s and 45-54s was higher than any other format in this study. All Sports’ audience makeup has grown older in recent years, as the proportion of those 45+ increased from 48% in Fall 2008 to 60% in Fall 2010, while the 25-44 segment declined from 46% to 35% over that same period. All Sports had the smallest teen composition (just 2%) of the 11 formats in this report.


1.3%

4.2%




All Sports

Black All Sports listeners were the most affluent of all Black radio listeners in this study. Sixty percent lived in households earning at least $50,000 per year, ranking No. 1 in that category. Nearly 40% resided in households producing $75,000 or more annually, also No. 1 by percentage. More so than most other formats, nearly two-thirds of All Sports listening took place away from home, such as in-car, at-work listening to talk shows or at a game where these consumers enjoyed play-by-play action. All Sports scored ratings at least 30% above its national share in California, Illinois, Massachusetts, Minnesota, Nevada, New York, Oklahoma, Texas, Washington and Washington, DC.

Away From Home65%

At Home35%



continued2.9%

3.4%

1.1%

1.7%0.8%

2.4%3.1%

1.6%

2.4%

>$75K39%

$25K-$50K26%

$50K-$75K21%

<$25K14%



No stations

<75%

75-150%



3%3%3%4%3%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

3%Mon-Sun 6AM-Mid

All Sports

1:453:15

4:30 4:45

P12-24 P18-34 P25-54 P35-64

4:15P12+


Mon-Sun, 6AM-Mid


College Graduate

33%

Some College

38%

High School

Graduate25%

<12th Grade

4%


Black Cume

2,537,400


Cume


While every daypart has shown ratings gains in each of the past two years, All Sports contributed its highest ratings in middays, while also outperforming its overall share in afternoons. These Black listeners were among radio’s most well-educated, ranking second only to News/Talk/Information in terms of post-secondary attainment—more than 70% attended or graduated from college. A full third had at least a college degree, third-best among the 11 formats in this study (up from 28% in Fall 2009), and 96% had at least a high school diploma, ranking No. 1 in that statistic. Time Spent Listening to All Sports was at the median, having decreased modestly since Fall 2008, down just one quarter-hour per year. However, TSL among adults 35-64 remained steady between Fall 2009 and Fall 2010.



All Sports

Because the appeal of this format leans heavily male, Black listeners of All Sports had higher than average purchasing patterns in the categories of men’s business clothing, casual clothing and shoes. This was one of the few formats where spending on men’s clothing ($287 million) exceeded spending on women’s clothing ($185 million).

Black listeners to All Sports radio had the highest levels of beer consumption of any of the formats studied─among those of legal age, 46% drank beer during a typical 30-day period. These listeners were well above national norms for choosing imported brands.

Listeners were above average for insurance coverage─83% had health insurance and 69% had life insurance. Black All Sports listeners were well above norms for the Black population for having health club memberships, eating organically and going online to seek out medical information and shop for medicines and prescriptions.

Just over half of all Black All Sports listeners purchased items online during the past 12 months and contributed $583 million to e-commerce during that time period. In line with their interest in sports, these listeners were far more likely than the average online purchaser to buy sports logo apparel and tickets to sporting events.

Black All Sports listeners were slightly above the average for being registered voters compared with total Black adults nationwide. Sixty-six percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side but, at 18%, the audience was also above the norm for identifying as Republican.











Airline Tickets/Travel Reservations 126Books 101Computer Hardware/Software 117Movie Tickets 130Consumer Electronics 143Tickets to Sporting Events 175Sports Logo Apparel 130Flowers 118Total Online Spending Past 12 Months: $583 Million


All Sports








Index




Entertainment Past 12 Months IndexNew Movies at Theater 113Pro Sports Event 158Casino 115Theme Park 144Bowling 113Golfing 202Comedy Club 128Rock Concert 169




All News


Women46% Men

54%

35%

21%21%

12%

5%3%3%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

2.0%

FA10

1.9%

FA08

-

SP03

-

SP04

-

SP06

-

SP05

1.8%-

FA09SP07

By age, the most mature of Black radio listeners

Among radio’s most well-educated listeners

Significantly above-average household affluence

Time Spent Listening held steady overall

There were 27 All News stations in the 133 Black DST markets, reaching 1.6 million Black listeners each week and generating 2.0% of radio listening, most of it coming from PPM-measured markets. Leaning male, All News targets an older audience, with nearly 90% in 2010 aged 35+, 56% 55+ and more than three-quarters at least 45 years old. In fact, All News had the largest proportion of its Black audience aged 35+, 45+, 55+ and 65+ of the 11 formats in this report. While All News had a 2.0 share overall, its ratings were triple that among those 65+.


0.2%

2.3%




All News

Better than half of All News’ Black audience resided in households earning $50,000 or more per year, ranking them No. 3 among the most affluent of all radio listeners analyzed. The format also ranked third-highest for the proportion of its Black listeners living in households producing $75,000-plus annually. While the majority of All News tune-in took place at home (third-most of all formats), the ratio shifted significantly between Fall 2009 and Fall 2010 toward away-from-home, rising from 42% to 47%. Most All-News listening occurred in a handful of states with large cities, including California, Illinois, Michigan, New York, Pennsylvania and Washington, as well as Washington, DC.

Away From Home47%

At Home53%

1.5%

0.6%1.8%

2.3%

1.5%

1.5%

2.1%

4.7%



continued

1.9%

>$75K32%

$25K-$50K28%

$50K-$75K19%

<$25K21%



No stations

<75%

75-150%



All News

Mornings are traditionally when All News stations secure their highest ratings, as listeners wake up to hear what’s happening and stay with the format during their commute to work. Since Fall 2009, All News gained in share during middays, afternoons and especially evenings. More than 62% of these listeners had college experience by Fall 2010, up from 60% in Fall 2009; that’s third-highest of the formats studied in this report. More than a third had earned their degree or beyond, ranking second only to News/Talk/Information listeners. Time Spent Listening to All News held steady at four years between Fall ’09 and Fall ’10, with TSL increasing by 15 minutes among adults 18-34 and declining one quarter-hour among those 12-24, 25-54 and 35-64.

1:453:00 3:45

1:45

P12-24 P18-34 P25-54 P35-64

4:00P12+


Mon-Sun, 6AM-Mid

2%2%2%2%3%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

2%Mon-Sun 6AM-Mid


College Graduate

34%

Some College

29%

High School

Graduate29%

<12th Grade

9%


Black Cume

1,639,600


Cume




All News

All News appeals to both Black men and women and although we saw purchasing levels above the norm for men’s business and casual clothing, expenditure totals were nearly equal for men’s apparel ($199 million) and women’s apparel ($200 million).

Black listeners of All News had one of the strongest health and wellness profiles of any format studied in this report. They were above national norms for Blacks for every characteristic included in the profile and were particularly strong for having health insurance (89%) and life insurance (68%). They were also well above the average for all Black adults in health club memberships, eating organically and using online sources to find medical information and prescription drugs.

When choosing entertainment activities, listeners gravitated toward sports (pro sports events and golfing) and the performing arts (live theater, concerts, dance performances). Although more than half also enjoyed a movie at the theater, listeners were slightly below the average of all Blacks for movie-going.

Just over half of listeners purchased items online during the past 12 months, contributing $528 million to e-commerce during that time period.

All News’ Black listeners were above the average for being registered voters. Seventy-two percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared to total Black voters nationwide, these voters were twice as likely to contribute to political organizations─14% made contributions compared with 7% of total Black voters who made contributions.











Airline Tickets/Travel Reservations 118Books 113Music 106Computer Hardware/Software 127Movie Tickets 119Food 132Consumer Electronics 129Office Supplies 129Total Online Spending Past 12 Months: $528 Million


All News





Shopped for Medicine/Prescriptions Online Past 30 Days 133



Index




Entertainment Past 12 Months IndexCasino 124Pro Sports Event 124Live Theater 197Comedy Club 123Golfing 163Circus 115Dance Performance 151Symphony Concert/Opera 133




Classic Hits


Women52%

Men48%

continued


1.8%

FA10

-

FA08

0.2%

SP03

0.2%

SP04

-

SP06

-

SP05

--

FA09SP07

13%

20%23%

19%

10%10%

5%

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


Mon-Sun, 6AM-Mid

National AQH

Composition for All

Formats

The leader in at-work listening by percentage

Solid midday ratings

Above-average household income

Consistent Time Spent Listening, regardless of age group

Aretha Franklin, Billy Joel, Kool and the Gang and Motown stars were some of the artists featured on America’s 142 Classic Hits stations in the 133 Black DST markets. These stations reached nearly 2.5 million Blacks per week, delivering 1.8% of all Black consumer listening. By definition, Classic Hits skews toward an older audience, 56% of which was at least 45 years old in 2010 and 75% of which was 35+. Classic Hits leaned somewhat toward women, by percentage close to the median of the 11 formats in this report.


0.8%

2.2%




Classic Hits

Classic Hits’ Black listeners were solid income earners. Forty-six percent resided in households producing $50,000 or more annually, ranking fourth-highest of the formats studied. Classic Hits also ranked No. 4 among listeners living in households generating $75,000 or better per year. The format was popular as an at-work choice, ranking No. 1 among the 11 formats covered in its proportion of away-from-home tune-in. Classic Hits delivered at least 50% higher ratings than its national average in California, Delaware, Florida, Massachusetts, Minnesota, New York, Ohio and Pennsylvania.

Away From Home70%

At Home30%

1.5%

0.6%1.8%

2.3%

1.5%

1.5%

2.1%

4.7%



continued

1.9%

>$75K28%

$25K-$50K32%

$50K-$75K18%

<$25K21%



No stations

<75%

75-150%



Classic Hits

Fifty-six percent of Black listeners to Classic Hits attended college or earned a degree. The aforementioned at-work appeal of Classic Hits was further evidenced by the format’s performance in middays, when it scored 28% higher ratings than for the week overall. Classic Hits also registered above-average shares in afternoons. The format’s Time Spent Listening was very consistent regardless of age group, being, as expected, slightly longer among those 35-64.

2:15 2:15 2:15 2:30

P12-24 P18-34 P25-54 P35-64

2:15P12+


Mon-Sun, 6AM-Mid

1%2%2%2%2%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

2%Mon-Sun 6AM-Mid


College Graduate

22%

Some College

34%

High School

Graduate37%

<12th Grade

7%


Black Cume

2,486,500


Cume




Classic Hits

Sixty-eight percent of Black Classic Hits listeners personally shopped for clothing or shoes (for themselves or others) during the past 12 months, spending an estimated $537 million. The purchasing patterns of listeners were above the national average for men’s business clothing and shoes. Overall spending was $201 million for men’s apparel, $213 million for women’s apparel and $123 million for children’s and infants’ apparel.

Although slightly below the national averages for insurance coverage among Blacks, 80% of Black listeners had health coverage and 57% had life insurance. About three-quarters of Black Classic Hits listeners used prescription drugs during a typical 30-day period, although that was somewhat below the national average for all Blacks.

Going to the movies was the most popular type of paid entertainment among Black listeners but was slightly below the average of all Blacks for movie-going. Listeners gravitated toward pro sports events, casinos, theme parks and performance arts.

Listeners were just about average for having purchased items online during the past 12 months, contributing $444 million to e-commerce during that time period.

Classic Hits’ Black listeners mirrored the average for being registered voters compared with total Black adults nationwide. More than 70% of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared with total Black voters nationwide, these voters were above the norm for contributing to political organizations─9% made contributions compared with 7% of total Black voters who made contributions.











Airline Tickets/Travel Reservations 118Clothing or Accessories 103Health and Beauty Items 100Movie Tickets 107Medicine/Prescriptions 118Food Items 104Home Accessories 106Tickets to Cultural Events 145Total Online Spending Past 12 Months: $444 Million


Classic Hits








Index




Entertainment Past 12 Months IndexLottery Ticket 103Pro Sports Event 127Casino 105Theme Park 106Live Theater 105Circus 106Dance Performance 135




Religious


Women63%

Men37%

30%

24%20%

11%

6%6%4%

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


Mon-Sun, 6AM-Mid

continued


National AQH

Composition for All

Formats

1.5%

FA10

1.8%

FA08

3.1%

SP03

2.8%

SP04

2.2%

SP06

2.4%

SP05

1.6%2.1%

FA09SP07

High proportion of adult women

Only format to increase its Time Spent Listening

The leader in at-home ratio of listening

12-24 audience segment grew

America’s 929 Religious stations generated 1.5% of all listening by Black listeners, who tuned in to hear self-help, discussions of family issues, Bible study programming, paid religious content and Christian music. That 1.5% has declined each year since Spring 2003 overall, but increased in Diary markets between Fall 2009 and Fall 2010. The second-most female-leaning format, Religious has shifted increasingly female in recent years. More than half of Religious listeners were at least 55 years old; only All News had a larger 55+ composition. Nearly a quarter were between 55-64; that was a higher proportion than any other format in this report for that age group. It scored a 3.9% share among those 65+, more than double its overall 12+ share. However, despite its mature audience, Religious radio’s 12-24 audience segment more than doubled since Spring 2006, from 4% to almost 10%.


2.1%

1.2%




Religious

Better than 40% of Religious radio’s Black listeners resided in households producing at least $50,000 or more annually, up more than 1% in the past year and ranking among the top five in this report. Religious programming pulled in more of its audience at home than did any other format, and that pattern was even more evident in Fall 2010 compared to Fall ’09, up from 52% to 57%. It was the only format in this report where at-home’s share of listening rose in the past year. States where Religious listening shares exceeded the format’s national average by more than 50% spanned the American landscape: California, Colorado, Kansas, Kentucky, Massachusetts, Minnesota, New Jersey, Ohio and South Carolina.

Away From Home43%

At Home57%

1.5%

0.6%1.8%

2.3%

1.5%

1.5%

2.1%

4.7%



continued

1.9%

>$75K16%

$25K-$50K25%

$50K-$75K26%

<$25K32%



No stations

<75%

75-150%



Religious

The proportion of Black Religious listeners who graduated from college rose nearly more than 2% between Fall ’09 and Fall ’10. Twenty-six percent held a degree, compared to 19% in Spring 2006, and nearly 60% had attended or completed college, representing the median of the 11 in this study. Religious programming did best in mornings, when it performed 33% above its full-week share (2.0 vs. 1.5); its ratings were steady throughout other dayparts and weekends except for a dip in afternoons. Ranking No. 4 in TSL overall, Religious was the only format among the 11 in this study to demonstrate increased overall Time Spent Listening per week, with 30-minute gains among those 12-24 and a full hour uptick with adults 18-34.

3:00 3:30 4:00 4:45

P12-24 P18-34 P25-54 P35-64

5:00P12+


Mon-Sun, 6AM-Mid

1%1%1%2%2%

Mon-Fri 6AM-10AM

Mon-Fri 10AM-3PM

Mon-Fri 3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun 6AM-Mid

2%Mon-Sun 6AM-Mid


College Graduate

26%

Some College

33%

High School

Graduate29%

<12th Grade12%


Black Cume

993,800


Cume




Religious

Seventy-four percent of Black Religious listeners personally shopped for clothing or shoes during the past 12 months, spending an estimated $343 million. The purchasing patterns of listeners were above the national average for Blacks for both men’s and women’s business clothing and for women’s casual clothing.

Although slightly below the national average for health insurance coverage among Blacks, almost 80% of Black Religious listeners had health coverage. They indexed above average in life insurance coverage.

Going to the movies was the most popular type of paid entertainment among Religious radio’s Black listeners—more than half went to the theater during the past 12 months but that was slightly below the average of all Blacks for movie-going. Listeners exceeded norms for attending live theater and dance performances, but they fell far short of the averages for other types of paid entertainment studied for this report. Listeners preferred to spend their time on pursuits such as gardening, volunteer work, adult education and sewing/crafts.

Although listeners were just about average for online purchasing, they did contribute $306 million to e-commerce during that time period.

This format’s Black listeners were above the average for being registered voters compared with total Black adults nationwide. Seventy percent of voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared with Black voters nationwide, these voters were above the norm for contributing to political organizations─11% made contributions compared with 7% of total Black voters who made contributions.











Books 128Airline Tickets/Travel Reservations 103Computer Hardware/Software 115Movie Tickets 135Consumer Electronics 115Office Supplies 104Medicine/Prescriptions 105Flowers 118Total Online Spending Past 12 Months: $306 Million


Religious








Index




Activities Past 12 Months IndexGardening 126Volunteer Work 134Continuing Education 120Attended Live Theater 116Fishing 103Sewing/Crafts 111Attended Dance Performance 119




Radio Listening Trends Among Black Listeners

This section provides nationwide listening trends among Black radio audiences. You’ll see listening patterns traced by age and gender, on an hour-by-hour basis and according to listening location, as well as format composition breakouts and rankings by audience share.

In these pages you can see that from dawn to dusk, weekdays and weekends, at home or away, radio listening is a valuable and keycomponent of Black media usage.


Radio Reaches All Ages

Year after year, these figures testify to radio’s remarkable ability to attract Black listeners in every demographic group. Radio’s relationship with its Black audience is consistent over time, as well.

Weekly Cume RatingBlack Listeners 12+ (Mon-Sun 6AM-Mid)

How to Read:These figures represent “Weekly Cume Ratings.” For example, more than 96% of Black Women aged 25-34 in the U.S. tuned in to radio at least once during an average week between the hours of 6AM and midnight. The tan background represents the average of all Black persons at least 12 years old who listened to the radio at least once during the week. Against that background, you can then see how radio reached various demographic groups compared to the national average.

Black MenBlack Women

Source: Data come from TAPSCAN™ Web National Regional Database, Fall 2010. .

91.2 90.1 93.6 94.7 95.9 95.190.992.9 93.4 95.7 95.3 95.8 93.8

88.1

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

93.6 P12+


Radio Reaches All Ages

Time Spent ListeningHours:Minutes per Week

Black Listeners 12+

12:58

14:4316:20

19:0618:27 17:29

9:1710:46

13:18 13:4815:52

17:0216:16

15:26

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

15:08 P12+

Black MenBlack Women

Source: RADAR 108, March 2011; Radio Usage; Black Non-HispanicRespondents.

Black audiences generally listen to more radio than the population as a whole. Black adults aged 35 and older use radio more than the national average for Black persons, peaking in the 45-54 age group for both men and women. Black teen girls and women 18-24 listen to radio more than their male counterparts, whereas Black men aged 25-44 and older consume more radio than Black women by about a half-hour per week. Black men 45 and above listen at least two more hours per week than do Black women aged 45+.


Hour-by-Hour Listening

Hour-by-Hour Listening, AQH RatingBlack Listeners 12+

Percent of Persons Using RadioMon-Fri, Sat-Sun, Total Day (5AM-5AM)

0

5

10

15

20

25

30

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

Mon-Fri

Sat-Sun

Noon PM Mid AMAM

AQ

H R

atin

g(P

erso

ns U

sing R

adio)


For years, this chart has illustrated a longstanding pattern in which radio listening among Black consumers peaks during the 7AM weekday hour. However, listening remains strong throughout the morning, rises during the 11AM-1PM lunch hour and at the start of the afternoon commute.

One notable shift in the past two years has been an increase in listening by Black consumers during weekdays between 11AM and noon, whereas prior to Fall 2009, midday tune-in did not rise after 8AM until the noon hour. Another change seen since the last report is a larger increase in listening by Black audiences in the 2PM-3PM hour compared with the 1PM-2PM period; in Fall 2009, those two hours were virtually identical. The increasing number of PPM-measured markets may be partly responsible for these differences. A third difference is that listening in the 3PM hour was slightly higher in Fall 2010 than in Fall 2009; that’s the first time this has happened since Spring 2006.

Although listening ratings by Blacks are understandably low in the 4AM weekday hour, they are showing a gradual increase, having risen slightly in Fall 2010 to their highest level in recent years; they also rose in Fall 2008 and Spring 2007. Listening on weekends during the 4AM hour has increased every year since Spring 2006.


Where Black People Listen: Weekdays

From the 7AM through 9PM hours each weekday, more radio listening by Blacks takes place away from home, accompanying listeners in the car, at work or in some other location. Radio’s unique advantage as the on-the-go medium is its ability to reach Black listeners wherever they are and, for advertisers, to most directly influence purchasing decisions. In the 3PM hour, 73% of radio tune-in is somewhere other than home.

Away-from-home’s proportion of Black radio listening has risen in most hours in recent years, most notably during weekdays between 6PM and 9PM, where the balance has shifted from at-home to somewhere else. Increases of at least 2% in away-from-home’s share of listening also took place since the last report in nearly every hour, up 6% in the 7PM, 8PM and 10PM hours, with 5% gains in the 6PM and 9PM hours and in the 1AM-3AM period.

Weekday Listening, AQH RatingBlack Listeners 12+

Percent of Persons Using RadioMon-Fri, Total Day (5AM-5AM)

How to Read:The charts on this and the next page depict listening location over the course of a typical weekday and weekend day. For example, during the 7AM hour on this chart, more than 14% (AQH Rating) of the 12+ Black population listened to the radio for at least five minutes. Of that number, about 52% were listening away from home.

0

5

10

15

20

25

30

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

Proportion of Listening Away From HomeProportion of Listening at Home

Noon PM Mid AMAM

52%

48%

70%

30%

73%

27%

56%

44%

40%

AQ

H R

atin

g


60%


Where Black People Listen: Weekends

Weekend Listening, AQH RatingBlack Listeners 12+

Persons Using RadioSat-Sun, Total Day (5AM-5AM)

0

5

10

15

20

25

30

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

Proportion of Listening Away From HomeProportion of Listening at Home

Noon PM Mid AMAM

AQ

H R

atin

g

31%

69%

50%

50%

59%

41%

52%

48%44%

56%


Weekend radio offers some of radio's most popular programming, including countdown shows, play-by-play sports, religious services, longstanding live broadcasts and other special features.

However, due to the lack of a workday commute, radio's listening levels are somewhat lower than during the week. The majority of listening during the weekend takes place at home from 5AM to 8AM, then away from home between 11AM and 8PM and then at home again from 8PM to 5AM. The percentage of away-from-home listening on weekends is highest between 2PM and 4PM, although radio's largest tune-in (both at-home and away-from-home) takes place between 1PM and 2PM.

Away-from-home as the majority of radio listening during weekend midday, afternoon and early evening hours is a relatively recent development. As recently as Spring 2006, at-home tune-in was the mainstay of weekend listening.


Where Black Men and Women Listen

Distribution of AQH Radio Listeners by Listening Location

P12+ Black Listeners

55.4%44.6%Weekend, 10AM-7PM

69.6%30.4%Mon-Fri, 3PM-7PM

49.5%50.5%Mon-Fri, 7PM-Mid

70.6%29.4%Mon-Fri, 10AM-3PM

53.4%46.6%Mon-Fri, 6AM-10AM

59.4%40.6%Mon-Sun, 6AM-Mid

Away From HomeHome

Source: Data come from TAPSCAN™ Web National Regional Database, Fall 2010.

Overall, nearly 60% of all radio listening by Black listeners is done away from the home—this is particularly so during the weekday midday and afternoon and early evening hours. Evenings overall are the only daypart where at-home listening attracts the majority of tune-in.

In a significant shift regarding weekend listening, for the past two years the majority has taken place away from home during the “prime hours”of 10AM and 7PM.


Listening by Daypart

Listening by DaypartMon-Sun, 6AM-MidBlack Cume Ratings

Mon-Fri6AM-10AM

Mon-Fri10AM-3PM

Mon-Fri3PM-7PM

Mon-Fri 7PM-Mid

Sat-Sun6AM-Mid

Mon-Sun6AM-Mid

P12-17 M 58.6 42.5 67.9 56.6 69.2 91.2

W 65.3 47.6 73.1 60.9 75.5 92.9

P18-24 M 55.3 64.8 68.7 61.3 71.0 90.1

W 61.9 75.2 76.3 66.0 75.5 93.4

P25-34 M 67.0 73.6 75.8 64.9 75.6 93.6

W 73.0 76.9 81.4 65.6 78.5 95.7

P35-44 M 76.5 78.2 82.0 67.0 79.7 94.7

W 77.7 77.3 82.2 64.1 80.2 95.3

P45-54 M 76.5 80.0 82.7 66.9 82.8 95.9

W 76.8 78.4 83.0 63.7 81.7 95.8

P55-64 M 74.1 81.2 80.6 61.6 82.0 95.1

W 69.8 76.6 77.5 54.5 78.1 93.8

P65+ M 64.8 79.9 71.5 48.6 74.9 90.9

W 57.4 72.0 61.9 39.5 71.4 88.1

Source: Data come from TAPSCAN™ Web National Regional Database, Fall 2010.

Radio listening levels can vary widely according to the age group and the daypart. When looking at the specific dayparts on the chart at the left, you’ll see that a higher percentage of each age group listens to radio during the 48-hour weekend span than during the week. And while most Black adult age groups will consume a lot of radio in “morning drive,” more of these listeners will tune into the radio during weekday middays or afternoon drive.

In recent years, a steadily higher percentage of Adult Black men aged 35 or above have been tuning in to radio each during weekday middays, afternoons and evenings.


Black Audience Composition by Demographic

3.3%All News

4.0%News/Talk/Information

Pop Contemporary Hit Radio 20.0%

Rhythmic CHR 14.8%Urban Contemporary 12.9%Adult Contemporary 6.0%

Gospel 5.0%

Classic Hits 4.8%

Urban Adult Contemporary 4.6%

Religious 4.0%

All Sports 2.0%

AQH Share of Teen Boys and Girls 12-17

AQH Share of Adults 18-24


3.6%All Sports

Urban Contemporary 19.9%Rhythmic CHR 19.4%


Classic Hits 9.8%

Adult Contemporary 8.6%


Gospel 7.2%

Religious 5.8%

All News 2.5%

Mon-Sun, 6AM-Mid, Fall 2010 AQH Share of Adults 25-34

6.0%Religious

7.8%Gospel

Rhythmic CHR 24.7%Urban Contemporary 24.6%Pop Contemporary Hit Radio 19.0%Adult Contemporary 13.5%


All Sports 11.8%

Classic Hits 10.4%

News/Talk/Information 9.2%

All News 5.2%


12.3%All News

14.6%Gospel

All Sports 23.2%Rhythmic CHR 21.3%Urban Contemporary 21.3%Adult Contemporary 20.8%


Classic Hits 18.9%



Religious 10.8%

Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN™ Web National Regional Database, Fall 2010.


Black Audience Composition by Demographic



13.2%Rhythmic CHR


All Sports 28.6%Urban Adult Contemporary 26.0%

Classic Hits 22.8%


All News 21.2%

Gospel 20.0%

Religious 19.8%


Urban Contemporary 12.9%

2.7%Pop Contemporary Hit Radio

34.8%All NewsReligious 29.8%Gospel 25.9%News/Talk/Information 23.4%All Sports 14.0%


Classic Hits 13.0%



Rhythmic CHR 2.3%5.3%Urban Contemporary


Religious 23.8%All News 20.8%

Classic Hits 20.2%

Gospel 19.5%


All Sports 16.8%



Rhythmic CHR 4.3%

Mon-Sun, 6AM-Mid, Fall 2010

AQH Share of Adults 65+



Black Audience Composition by Gender

36.8%Religious

53.8%All News

MenAll Sports 84.5%News/Talk/Information 57.3%

Rhythmic CHR 49.1%

Classic Hits 47.8%





Gospel 30.6%42.7%News/Talk/Information

50.9%Rhythmic CHR

WomenGospel 69.4%Religious 63.2%





Classic Hits 52.2%

All News 46.2%

All Sports 15.5%

Mon-Sun, 6AM-Mid, AQH Persons 12+, Fall 2010



Black Percentage of Listening by Location

32.9%Adult Contemporary

57.1%ReligiousAt Home

Gospel 53.8%All News 52.6%





Rhythmic CHR 37.1%

All Sports 34.6%

Classic Hits 30.4%

46.2%Gospel

47.4%All News

42.9%Religious

Away From HomeClassic Hits 69.6%Adult Contemporary 67.1%All Sports 65.4%

Rhythmic CHR 62.9%





Mon-Sun, 6AM-Mid, AQH Persons 12+, Fall 2010



Black AQH Share of Listening by Daypart

1.8%Classic Hits

3.2%All Sports

Monday-Sunday, 6AM-Midnight

Urban Adult Contemporary 31.2%Urban Contemporary 17.9%Rhythmic CHR 9.3%Adult Contemporary 5.5%

Gospel 4.5%



All News 2.0%

Religious 1.5%

2.0%Religious

2.6%All News

Monday-Friday, 6AM-10AM

Urban Adult Contemporary 32.9%Urban Contemporary 17.4%Rhythmic CHR 8.6%News/Talk/Information 5.7%


Gospel 4.7%


All Sports 3.1%

Classic Hits 1.6%1.7%All News

3.6%All Sports

Monday-Friday, 10AM-3PMUrban Adult Contemporary 30.5%Urban Contemporary 15.4%Rhythmic CHR 8.2%



Gospel 4.7%


Classic Hits 2.3%

Religious 1.5%

1.7%All News

3.4%All Sports

Monday-Friday, 3PM-7PM

Urban Adult Contemporary 31.8%Urban Contemporary 18.3%Rhythmic CHR 9.9%Adult Contemporary 5.4%



Gospel 4.0%

Classic Hits 1.8%

Religious 1.1%

1.5%Classic Hits

2.1%All News

Monday-Friday, 7PM-Midnight

Urban Adult Contemporary 29.1%Urban Contemporary 21.6%Rhythmic CHR 11.1%Pop Contemporary Hit Radio 5.0%



Gospel 3.6%

All Sports 3.0%

Religious 1.5%

1.5%Religious

1.9%All News

Saturday-Sunday, 6AM-MidnightUrban Adult Contemporary 31.0%Urban Contemporary 18.4%Rhythmic CHR 9.4%Gospel 5.2%




All Sports 3.1%

Classic Hits 1.4%



Time Spent Listening by Demographic

92:15Classic Hits

164:00All News

194:45News/Talk/Information

112:45Adult Contemporary

153:45Rhythmic CHR

Black Persons 12+ Hours / Wk. QH

Gospel 7:15 29

Urban Adult Contemporary 7:00 28

Urban Contemporary 5:30 22

Religious 5:00 20

All Sports 4:15 17

Pop Contemporary Hit Radio 2:15 9

71:45All News

102:30Pop Contemporary Hit Radio

123:00Religious


92:15Classic Hits

Black Persons 12-24 Hours / Wk. QH


Gospel 5:00 20

Rhythmic CHR 4:00 16


News/Talk/Information 2:30 10

All Sports 1:45 7

92:15Pop Contemporary Hit Radio

92:15Classic Hits

71:45All News

143:30Religious





Gospel 5:15 21


Rhythmic CHR 4:15 17

All Sports 3:15 13

Mon-Sun, 6AM-Mid, Fall 2010


92:15Classic Hits

123:00All News



164:00Rhythmic CHR



Gospel 6:30 26


All Sports 4:30 18

Religious 4:00 16


102:30Classic Hits

153:45All News



143:30Rhythmic CHR



Gospel 7:30 30


All Sports 4:45 19

Religious 4:45 19



Black Differential Survey Treatment (DST) Markets


Diary Metros:AkronAlbany, GAAlexandria, LAAnn Arbor, MIAtlantic City-Cape May, NJAugusta, GABaton RougeBattle Creek, MIBeaumont-Port Arthur, TXBiloxi-Gulfport-PascagoulaBirminghamBridgeport, CTBrunswick, GABryan-College Station, TXBuffalo-Niagara FallsChampaign, ILCharleston, SCCharlottesville, VAChattanooga, TNColumbia, SCColumbus, GAColumbus-Starkville-West Point, MSDaytonDaytona BeachDecatur, ILDothan, ALFayetteville, NCFlint, MIFlorence, SCFlorence-Muscle Shoals, ALFredericksburg, VAFt. Pierce-Stuart-Vero BeachGainesville-OcalaGreenville-New Bern-Jacksonville, NC

Greenville-Spartanburg, SCHilton Head, SCHuntsville, ALJackson, MSJackson, TNJonesboro, ARKalamazoo, MIKilleen-Temple, TXLafayette, LALake Charles, LALakeland-Winter HavenLaurel-Hattiesburg, MSLawton, OKLittle RockLouisvilleLufkin-Nacogdoches, TXMacon, GAMelbourne-Titusville-CocoaMeridian, MSMobileMonroe, LAMontgomery, ALMuskegon, MIMyrtle Beach, SCNew Haven, CTNew OrleansNewburgh-Middletown, NY (Mid-Hudson

Valley)Oklahoma CityPanama City, FLPensacola, FLPoughkeepsie, NYRichmondRoanoke-Lynchburg, VARochester, NYRockford, IL

Rocky Mount-Wilson, NCSaginaw-Bay City-Midland, MISalisbury-Ocean City, MDSavannah, GAShreveport, LASouth Bend, INTallahassee, FLTexarkana, TX-ARToledoTrenton, NJTupelo, MSTuscaloosa, ALTyler-Longview, TXValdosta, GAWaco, TXWichita Falls, TXWilmington, DEWilmington, NCYoungstown-Warren, OH

PPM Metros:AtlantaAustinBaltimoreBostonCharlotte-Gastonia-Rock HillChicagoCincinnatiClevelandColumbus, OHDallas-Ft WorthDenver-BoulderDetroitGreensboro-Winston-Salem-High PointHartford-New Britain-Middletown

Houston-GalvestonIndianapolisJacksonvilleKansas CityLas VegasLos AngelesMemphisMiami-Ft Lauderdale-HollywoodMiddlesex-Somerset-UnionMilwaukee-RacineMinneapolis-St. PaulNashvilleNassau-Suffolk (Long Island)New YorkNorfolk-Virginia Beach-Newport NewsOrlandoPhiladelphiaPhoenixPittsburghRaleigh-DurhamRiverside-San BernardinoSacramentoSan AntonioSan DiegoSan FranciscoSan JoseSeattle-TacomaSt. LouisTampa-St. Petersburg-ClearwaterWashington, DCWest Palm Beach-Boca Raton

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