Arbitron Study: Format Summaries of the Year-Mexican Regional Was the Leader of the Pack

Format Summaries of the Year

Mexican Regional
 Was the Leader of the Pack at attracted more than double  t audience of Hispanic listeners. The form n Regional continued to attract the larges With 300 stations across the nation, Mexica
 more than double that of  he second-ranked format, at 11 million listeners weekly. Its Hispanic AQH share was also the audience of Spanish Contemporary, t
 Hispanic men, many of  Regional remained a format strongest with rong among Hispanic adults 25-34. Mexican  Spanish Contemporary, and was particularly st
the format as much as Spanish-dominant adults 35-44.  whom were English-dominant teens and young adults who enjoyed

Older Appeal for Youth-Targeted Formats
CHR's 12-24 Hispanic  heir Hispanic audiences. Rhythmic ces, witnessed an aging of t Rhythmic CHR and Pop CHR, each known for attracting younger audien
c adults 35-44 increased 4%  ’10. At the same time, the format’s concentration of Hispani audience composition fell 11 percent between Spring ’06 and Spring
s off 11% from Spring ’06.  high, while the percentage of teens wa during the same period. The percentage of adults 35-64 consuming Pop CHR hit an all-time
News/Talk/Information,  its highest-ever proportion of adult listeners 45+. Conversely,  Similar patterns were seen for Spanish Contemporary, which had
ormats getting younger,  — each gained 12-34 audience. We’ve seen this trend of “older” f Country, Classic Hits and Adult Contemporary — all “older” formats
and “younger” formats getting older, among general market audiences, as well.

Current and Classic, English-Language Hits Attracted More Hispanics
audiences. Four English- re more popular than ever with Hispanic  and today in the pop and country genres we Radio formats featuring music from yesterday
 Fall ’08 and Spring  gains in Average Quarter-Hour share with Hispanics between language formats — Pop CHR, AC, Classic Hits and Country —experienced
between Fall ’08 and  ations now merged into the format. Pop CHR surged by 2.4 shares AC gained a full share, not including Soft Adult Contemporary st . ’10
but was still ahead of election-year highs associated with the Fall ’08 data. Rhythmic CHR  Spring ’10. News/Talk/Information saw AQH shares fall slightly,
was the lone English-language music format to see AQH share decline.

English-Language Choices for Spanish-Dominant Listeners
, Pop CHR and  audiences. Among teens, Rhythmic CHR English-language formats, especially younger Spanish-dominant listeners thoroughly enjoyed
e top-drawing format  udiences than any Spanish-language format. At the same time, Adult Contemporary was th Country attracted more Spanish-dominant a
sely, Mexican  h-dominant adults 45-54. Conver among Spanish-dominant adults 35-44, while Classic Hits was the most popular format among Spanis
ong English-dominant  Regional was the second-most-preferred format among English-dominant adults 18-24, and Spanish Tropical was the No. 2 format am
adults 35-44.

Across-the-Board Increases With Male Audiences
ropical and Spanish Variety  percentages of male listeners than in Fall 2008, with Spanish T Fourteen of the 16 formats in this report showed equal or higher
eners, at 56%. The format  c Hits boasted the largest concentration of Hispanic male list the lone exceptions. Among English-language music formats, Classi
ry each experienced sharp  traditionally male leaning. Spanish Adult Hits, Spanish Oldies and Spanish Contempora was second only to News/Talk/Information,
increases in male audiences, providing greater-than ever gender balance.


Source: © 2010 Arbitron Inc.© 2010 Arbitron Inc. HISPANIC RADIO TODAY  • 2010 EDITION 7
(continued) Format Summaries