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Urban, Spanish-Language Stations Dominate Major Radio Markets

African Americans and Spanish-dominant Hispanics have the highest radio listening levels of all demographic groups, and continue to propel urban and Spanish-language stations to the top in major US markets, including New York, Chicago and San Francisco, according to Arbitron’s September PPM radio ratings.

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The September PPM survey month covered the period from August 21 to September 17, and rated stations in New York, Los Angeles, Chicago, San Francisco, Nassau-Suffolk (NY), Middlesex-Somerset-Union (NJ), Riverside-San Bernardino (CA), and San Jose.

Key market findings:

  • In New York, the Steve Harvey Show on WBLS-FM (owned by Inner City Broadcasting) tied with news station WINS-AM for #1 among listeners age 25-54 in the a.m. drive.

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  • In Chicago, “Piolin por La Mañana” on WOJO-FM was #1 among 18-34 year-olds in the a.m. drive. This happened after Univision Radio revamped its morning show on Radio La Que Buena 105.1 over the summer, moving “Piolin por La Mañana,” to WOJO-FM and resulting in a steady audience increase.
  • In San Francisco, Hip-Hop/R&B on KMEL-FM was #1 among those age 18-34. The Clear Channel station has been a consistent top performer and had the highest ratings among those age 18-34 for the total broadcast week. Also in the top 5 among 18-34 year-olds: KSOL-FM, Estéreo Sol 98.9-99.1 FM, the Univision Radio Mexican Regional station; KYLD-FM, WILD94.9, the Party Station, owned by Clear Channel and KRZZ-FM, 93.3 LA RAZA, a Mexican regional outlet owned by Spanish Broadcasting.

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  • In Riverside-San Bernardino, Spanish Adult Hits on KLYY-FM was #1 among those age 25-54. Radio José FM 97.5, Entravision Communications’ Spanish adult hits station, has been a consistent top performer and held the top spot in ratings for the total broadcast week.

About the PPM ratings: The Arbitron Portable People Meter (PPM) system uses a passive audience measurement device - about the size of a small cell phone - to track consumer exposure to media and entertainment, including broadcast, cable and satellite television; terrestrial, satellite and online radio as well as cinema advertising and many types of place-based electronic media.

Oct 7-08

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