The Arbitron Black
Consumer Study 2003
Julian Davis
Director of Urban Radio Marketing Services
Black Population Statistics
Population Comparisons
Philadelphia 4,229,200 840,600 19.8
29,029,400
1,019,600
1,069,500
1,366,400
2,696,200
Black 12+
Population
12.1
28.9
27.6
18.2
17.9
% of Population
Black
National 238,675,300
Atlanta 3,526,800
Washington, DC 3,862,000
Chicago 7,470,100
New York 15,060,900
Market 12+ Population
One out of every four persons in Atlanta and Washington, DC is black.
*See Appendix A for the Black Population Statistics for the Top 100 Black Metros.
Population estimates will be updated once all the Fall releases occur.
Arbitron Spring 2002
Black Population Statistics
Metros Above the National Average for % Black
Seventeen out of the Top 50 Black Metros have a black
population of 30.0% or higher:
Albany, GA Macon
Augusta, GA Memphis
Baton Rouge Monroe, LA
Columbia, SC Montgomery
Columbus, GA New Orleans
Columbus-Starkville-West Point Norfolk-Virginia Beach-Newport News
Fayetteville, NC Savannah
Florence, SC Shreveport
Jackson, MS
The Black Community
Why did we use the term “black consumer”
instead of “African-American consumer”?
The Black Community
The term encompasses a global group larger than
African-Americans.
• Blacks are a diverse group of individuals who come from a multitude of
cultural backgrounds, heritages and countries.
• These include but are not limited to:
African Haitian
African-American Jamaican
Bahamian Nigerian
Canadian Sudanese
Caribbean Barbadian (Bajan)
Cayman Trinidadian (Trini)
Black Consumer Profile
Sex
56.9%
43.1%
Male
Female
Age Levels
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Age
P18-24
P25-34
P35-44
P45-54
P55-64
P65+
Scarborough USA+ Release 1, 2002
Black Consumer Profile
Employment Status
55.7%
14.7%
29.6%
Full-Time (35+ Hours)
Part-Time (<35 Hours)
Other (Student, Retired, etc.)
Scarborough USA+ Release 1, 2002
“African-American women, age
16 and over, were more likely
than their non-Hispanic
counterparts to participate in
the labor force (64 percent
compared with 61 percent).”
Target Market News 2002
Black Consumer Profile
Number of Children
13.0%
17.3%
23.6%
46.1%
None One
Two Three +
Scarborough USA+ Release 1, 2002
“African-American families tend
to be larger than white, not-of
Hispanic-origin families. For
example, 21% of African-
American married-couple
families have five or more
members, compared with 12% of
their white, not Hispanic
counterparts.”
Target Market News 2002
Black Consumer Profile
Household Income
<$25,000
$25,000-$34,999
$35,000-$49,999
$50,000-$74,999
$75,000+
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Household Income
Scarborough USA+ Release 1, 2002
Total black earned income 2001
602.0 billion
Total black earned income – males 2001
331.1 billion
Total black earned income – females 2001
270.9 billion
Target Market News 2002
Black Consumer Profile
Education
14.2%
37.0% 34.6%
14.3%
Less Than 12th
High School Graduation
Some College
College Graduate or more
“The percentage of African-
Americans age 25 and over with a
high school diploma or more in
2002 was more than double that
of 1970. Likewise, the percentage
in 2000 with a bachelor’s degree
or higher was more than triple
that of 30 years earlier.”
Target Market News 2002
Scarborough USA+ Release 1, 2002
Black Consumer Profile
Residence Status
51.2%
4.1%
44.7%
Own Residence
Rent Residence
Other
Scarborough USA+ Release 1, 2002
National Home Ownership
Property Value: National
National black population represents
a community of homeowners…
$200,000+
$150,000-
$199,999
<$50,000
$50,000-
$99,999
$100,000-
$149,999
12,813,980 black
consumers own
their own
homes.
Up 8% from
2001
1,725,180 have a
home valued at
$200,000+.
Up 17% from
2001
* See Appendix D for Home Ownership Numbers for the
Top 100 Black Markets
Scarborough USA+ Release 1, 2002
National Home Ownership
Property Value: New York
National black population represents
a community of homeowners…
$150,000-
$199,999
$200,000+
<$50,000
$50,000-
$99,999
$100,000-
$149,999
839,505 black
consumers own
their own
homes.
Up 18% from
2001
353,600 have a
home valued at
$200,000+.
Up 21% from
2001
Scarborough Release 1, 2002
National Home Ownership
Property Value: Chicago
National black population represents
a community of homeowners…
$200,000+
$150,000-
$199,999
<$50,000
$50,000-
$99,999
$100,000-
$149,999
578,860 black
consumers own
their own
homes.
Up 1% from
2001
88,155 have a
home valued at
$200,000+.
Up 16% from
2001
Scarborough Release 1, 2002
National Home Ownership
Property Value: Washington, DC
National black population represents
a community of homeowners…
$200,000+
$150,000-
$199,999
<$50,000
$50,000-
$99,999
$100,000-
$149,999
474,475 black
consumers own
their own
homes.
Up 10% from
2001
134,075 have a
home valued at
$200,000+.
Up 22% from
2001
Scarborough Release 1, 2002
National Home Ownership
Property Value: Atlanta
National black population represents
a community of homeowners…
$150,000-
$199,999
$200,000+
<$50,000
$50,000-
$99,999
$100,000-
$149,999
439,730 black
consumers own
their own
homes.
Up 21% from
2001
53,980 have a
home valued at
$200,000+.
Up 75% from
2001
Scarborough Release 1, 2002
National Home Ownership
Property Value: Philadelphia
National black population represents
a community of homeowners…
$150,000-
$199,999
$200,000+
<$50,000
$50,000-
$99,999
$100,000-
$149,999
457,760 black
consumers own
their own
homes.
Up 10% from
2001
13,450 have a
home valued at
$200,000+.
Scarborough Release 1, 2002
Black National Buying Power
Black consumers are spending billions of
dollars each year, and the dollar amounts
remained relatively flat from 2000 to 2001.
10
Black National Buying Power
How Black Consumers Are Spending Their Money
New York $21.7B $21.4B
Chicago $10.4B $10.2B
Washington, DC $3.3B $3.2B
Atlanta $2.5B $2.4
Philadelphia $6.4B $6.3B
United States $340.8B $337.0B
Total Retail Spending 2000 2001
Target Market News, “Buying Power of Black America”, 2002
Black National Buying Power
But Who Is Getting This Money?
Take a look at the brands black consumers
are buying….
11
Gasoline
# of Persons Each Month Buying at
Amoco 4,901,515
Exxon 4,214,795
Texaco 4,043,005
Shell 3,734,320
BP 2,227,290
More than 68% of black consumers who
buy Amoco gasoline listen to Urban
radio. Why reach them with any other
advertising medium?
Scarborough USA+ Release 1, 2002
Vehicles Owned/Leased
Ford 6,409,500
Chevrolet 4,904,560
Toyota 2,906,475
Dodge 2,370,185
Honda 2,246,685
25.6% of black consumers own a
Ford!
61.2% of black Ford owners listen to
Urban radio.
Keep black Ford buyers loyal through
Urban radio!
Scarborough USA+ Release 1, 2002
12
Luxury Vehicles Owned/Leased
Cadillac 722,190
Lincoln 653,655
BMW 359,620
Mercedes 261,405
Lexus 214,780
Jaguar 43,010
Estimated 2001 expenditures by all
black households on new cars & trucks:
$30.1 billion.
Target Market News 2002
Scarborough USA+ Release 1, 2002
Auto Insurance
State Farm 4,034,810
Allstate 2,893,480
GEICO 1,411,630
Progressive 967,425
Scarborough USA+ Release 1, 2002
Over 65% of black consumers who
use GEICO auto insurance listen to
Urban radio.
13
Domestic Regular Beer
Domestic Regular Beer Drank in the Past Month
Budweiser 2,709,700
Miller Genuine Draft 1,011,910
Miller High Life 710,195
Busch 442,170
Scarborough USA+ Release 1, 2002
Domestic Light Beer
Domestic Light Beer Drank in the Past Month
Bud Light 2,768,480
Miller Lite 1,689,660
Coors Light 1,495,040
Natural Light 666,760
Busch Light 294,765
Over 68% of black consumers who drink
Natural Light listen to Urban radio.
Scarborough USA+ Release 1, 2002
14
Imported Beer
Imported Beer Drank in the Past Month
Heineken 2,295,870
Corona 2,141,800
Becks 342,805
Molson 286,060
Amstel Light 189,890
Black consumers are 62% more likely
to drink Heineken than any other
imported beer.
Scarborough USA+ Release 1, 2002
Wine
# of Persons Drinking Every Three Months
Arbor Mist 2,218,150
Sutter Home 1,572,085
Ernest & Julio Gallo 1,161,580
Beringer 1,002,225
Black consumers are 86%
more likely to drink Arbor
Mist wine than any other
wine.
Scarborough USA+ Release 1, 2002
15
Drug Stores
Drug Stores Made Purchase at in the Past Month
Wal-Mart 7,139,930
CVS 4,333,715
Walgreens 4,001,345
Kmart 3,939,515
Rite Aid 3,939,515
Over 55% of black consumers who
made purchases at these stores
listen to Urban radio. Where should
your advertising dollars be going?
Scarborough USA+ Release 1, 2002
Groceries
Stores Shopped in the Past Week
Wal-Mart
Supercenter 5,205,935
Kroger 3,530,230
Winn-Dixie 3,066,530
SAM’S CLUB 2,639,225
Food Lion 2,476,200
Estimated 2001 expenditures by all black
households on food purchased for home
consumption: $33.6 billion.
Target Market News 2002
Scarborough USA+ Release 1, 2002
16
Cellular Phones
Cellular Carrier Household Uses
Sprint PCS 3,369,450
Verizon Wireles 3,342,040
AT&T Wireless 2,463,965
Nextel 616,485
Scarborough USA+ Release 1, 2002
Estimated 2001 expenditures by all black
households on telephone services for
mobile & car phones:
$1.2 billion.
Target Market News 2002
Banks
Primary Bank Household Uses
Bank of America 2,386,025
Bank One 987,575
Wells Fargo 723,405
Citibank 551,790
KeyBank 150,985
20.9% of Citibank customers are black.
Advertise with Urban radio to have more
black Americans trust your services.
Scarborough USA+ Release 1, 2002
17
Credit Cards
Credit Card Used in the Past Three Months
VISA (other) 7,309,325
VISA Gold/Platinum 5,794,640
MasterCard (other) 4,488,770
MasterCard Gold/Platinum 4,356,415
Discover 2,377,300
American Express Gold/Platinum 964,055
American Express Green 789,380
Scarborough USA+ Release 1, 2002
Fast Food
Fast Food Restaurant Visited in the Past Week
McDonald’s 7,015,250
Burger King 4,758,045
KFC 3,278,795
Wendy’s 3,197,380
Taco Bell 2,453,990
Subway 2,299,275
Domino’s Pizza 1,212,350
70% of black
consumers who eat at
Wendy’s listen to
Urban radio. Reach
them while they’re
hungry!
And don’t forget—more than 60% of the
black consumers who eat at each of the
fast-food chains listed listen to Urban
radio. That’s reach!
Scarborough USA+ Release 1, 2002
18
Sit-Down Restaurants
Sit-Down Restaurants Visited in the Past Month
Pizza Hut 4,135,205
Red Lobster 3,690,140
Applebee’s 3,440,605
IHOP 2,877,410
Denny’s 2,415,720
Olive Garden 2,170,870
Outback Steakhouse 2,109,300
Scarborough USA+ Release 1, 2002
Estimated 2001 expenditures by all
black households on meals at
restaurants: $18.7 billion.
Target Market News 2002
Bottled Water
Bottled Water Drank in the Past Week
Aquafina 4,096,720
Dasani 3,297,875
Poland Spring 1,951,595
Deer Park 1,815,885
Evian 1,713,905
Scarborough USA+ Release 1, 2002
69% of black consumers who drink
Dasani bottled water listen to Urban
radio.
19
Fruit Drinks
100% Fruit Drinks Drank in the Past Week
Minute Maid 4,783,415
Tropicana 4,364,595
Ocean Spray 2,884,550
Veryfine 1,381,645
Scarborough USA+ Release 1, 2002
Sports
Sports Drinks Drank in the Past Week
Gatorade 3,941,175
Powerade 1,148,255
All Sport 398,620
More than 59% of black
consumers who drink these sports
drinks listen to Urban radio. That’s
a winning combination!
Scarborough USA+ Release 1, 2002
20
Furniture
Stores Purchased Furniture at in the Past Year
J.C. Penney 1,579,935
Pier 1 Imports 746,150
Value City Furniture 553,525
La-Z-Boy 136,045
Scarborough USA+ Release 1, 2002
Estimated 2001 expenditures by all black
households on furniture: $3.7 billion.
Target Market News 2002
More than 47% of blacks who walk
into J.C. Penney furniture walk out
with a purchase!
Retail Clothing Stores
Clothing Stores Purchased at in the Past Three Months
Wal-Mart 9,536,180
Kmart 7,592,510
J.C. Penney 6,321,010
Target 4,885,425
Sears 4,754,960
Family Dollar 4,245,375
Old Navy 3,938,165
Burlington Coat Factory 2,543,870
Gap 2,360,165
Closing Ratios:
82.0%of blacks who
walk into Wal-Mart walk
out with a purchase.
72.9% of blacks who
walk into Sears walk
out with a purchase.
Scarborough USA+ Release 1, 2002
21
Department Stores
Department Stores Purchased at in the Past Month
J.C. Penney 4,161,575
Closing Ratio:73.2%
Dillard’s 1,530,825
Closing Ratio: 71.8%
Macy’s 782,545
Closing Ratio: 52.1%
Nordstrom 380,420
Closing Ratio: 66.8%
Estimated 2001 expenditures
by all black households on
apparel: $18.9 billion.
Target Market News 2002
Scarborough USA+ Release 1, 2002
Specialty Shops
Specialty Shops Shopped Past Year
Bed Bath & Beyond 3,788,690
PETsMART 2,196,125
Linens ‘N Things 1,992,560
PETCO 955,110
Kay Jewelers 606,715
Zales Jewelers 533,650
20.3% of Kay Jewelers
shoppers are black.
Scarborough USA+ Release 1, 2002
22
Reaching Black Consumers
Black consumers are spending their disposable
income to suit their lifestyles—make sure they are
spending money with you.
Do you have the products they require?
Radio Works
Radio is selective: Allows advertisers to target those consumers who
are most likely to buy their products and services.
Radio is mobile: Advertisers can reach busy consumers wherever they
are.
Radio is intrusive: Allows advertisers to break through the everincreasing
media clutter.
Radio is cost-efficient: Advertisers can afford to deliver the message
with the frequency necessary to reach and influence customers.
Radio is intimate: Gives advertisers a connection with their customers
and prospects.
Radio gets the last word: Reach consumers as they run last-minute
errands on their way home from work, during a busy weekend of
shopping, or in the comfort of their own homes as they shop online.
*Source: “Radio Marketing Guide and Fact Book, 2002-2003 edition”
23
Urban Formats
Primary Formats
Urban
Urban AC
Urban Oldies
Gospel/Urban Inspirational
Black News Talk
Secondary Formats
Jazz
Smooth Jazz
Rhythmic Oldies
Rhythmic/CHR
* For a list of the primary and secondary Urban stations in the Top 100 Black
Metros, see Appendix B (Primary) and Appendix C (Secondary).
Primary and secondary formats were chosen for the purpose of this study by
Arbitron’s Urban Marketing Services department.
Black Listening Statistics
Listener Comparisons
Philadelphia 4,036,000 884,500
Atlanta 3,348,500 1,075,800
Washington, DC 3,673,000 1,022,700
Chicago 7,114,500 1,444,000
New York 14,152,000 2,485,800
Total Primary Urban
Metro Total 12+ Cume 12+ Cume
More than 32% of the radio listeners in Atlanta listen to Urban radio!
Arbitron Maximi$er® Spring 2002
24
Where to Reach Urban Radio Listeners
Urban Listeners Prefer Radio to Newspaper and Television!
144,395
143,215
120,075
278,245
148,085
204,775
240,110
338,540
236,595
250,450
262,080
412,650
771,025
800,395
1,226,515
Philadelphia
Atlanta
Washington,
DC
Chicago
New York
Highest Quintile Radio
Highest Quintile TV
Highest Quintile
Newspaper
Scarborough Release 1, 2002
Black Format Preferences
10 All News 5.8
9 Religious 7.4
8 News/Talk/Information 7.7
7 Gospel 10.7
6 AC 11.7
5 CHR 12.2
4 New AC/Smooth Jazz 12.5
3 Rhythmic CHR 16.4
2 Urban AC 28.9
1 Urban Contemporary 38.4
Format % of Listeners
Black Americans prefer Urban radio!
Scarborough USA+ Release 1, 2002
25
Share Per Urban Station (SPUS)
19.8
28.9
27.6
18.2
17.9
Black
Population
%
Philadelphia 2 9.90
Atlanta 5 5.78
Washington, DC 5 5.52
Chicago 4 4.55
New York 2 8.95
SPUS
# of Primary
Urban
Stations
Metro
SPUS = Black Population
# of Urban Stations
Arbitron Spring 2002
Urban Radio on the Rise
Urban Share Persons 12+
0
5
10
15
20
25
30
New York Chicago Washington, DC Atlanta Philadelphia
Spring 1999
Spring 2000
Spring 2001
Spring 2002
Arbitron Maximi$er Spring 1999-2002
Atlanta Urban
radio grew 36%
between 1999 and
2001!
New York: 25%
Philadelphia: 22%
26
Black Urban Listenership on the Rise
Urban Share Black Persons 12+
0
10
20
30
40
50
60
70
80
New York Chicago Washington, DC Atlanta Philadelphia
Spring 1999
Spring 2000
Spring 2001
Spring 2002
Arbitron Maximi$er Spring 1999-2002
Atlanta and New York
black Urban listenership
grew 23% between 1999
and 2001!
Philadelphia black Urban
listenership grew 18%!
Urban Stations as #1
In the Top 50 U.S. Metros, 7 Urban Stations Are #1
1
1
4
4
7
7
11
14
Number of #1 Stations, P12+
Arbitron Maximi$er Spring 2002
News/Talk/Information
AC
Urban
Country
Rhy/CHR
Nostalgia/Oldies/Adult Standards
CHR
Mexican
#1 Urban Stations in:
Dallas-Ft. Worth
Atlanta
Miami
Kansas City
New Orleans
Raleigh-Durham
Memphis
#1 Rhy/CHR Stations in:
Los Angeles
Washington, DC
San Antonio
Orlando
27
1
1
1
2
3
7
10
13
13
Number of #1 Stations, Black P12+
Urban Stations as #1
In the Top 50 Black Metros, 13 Urban Stations Are #1!
Urban
News/Talk/Information
AC
Country
Rhy/CHR
Classic Rock
CHR
Nostalgia
Mexican
#1 Urban Stations in:
Atlanta
Miami
Dallas-Ft. Worth
Memphis
New Orleans
Birmingham
Raleigh-Durham
Jacksonville
Kansas City
Jackson, MS
Charleston, SC
Augusta, GA
Mobile
#1 Rhy/CHR Stations in:
Los Angeles
Washington, DC
Orlando
Arbitron Maximi$er Spring 2002
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
59.5
66.9
64.5
72.9
65.1
69.5
74.1
74.0
78.7
69.4
% of Black
Customers
Who Listen
to Urban
Radio
Saks Fifth Avenue 17.8 14.6
Casual Corner (clothing) 18.8 14.6
BMW (owned/leased) 14.4 12.7
Acura (owned/leased) 15.2 13.9
Payless ShoeSource 15.7 13.8
Advance Auto Parts 17.2 16.8
Winn-Dixie 23.2 21.2
Value City Furniture 26.3 23.4
Mello Yello 26.8 25.7
Church’s Chicken 42.5 32.7
% of Total
Customers
Who Listen
to Urban
Radio
% of Black
Customers
What % of your
shoppers are black?
Are you reaching
them through the
right media?
Scarborough Release 1, 2002
How to Read Chart:
42.5% of Church’s Chicken
patrons are black.
69.4% of Church’s Chicken
black patrons listen to
Urban radio.
32.7% of Church’s Chicken
total patrons listen to
Urban radio.
National Averages
28
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
40.0
24.8
60.7
35.9
38.6
35.2
50.4
69.3
22.9
44.6
% of Black
Customers
Who Listen
to Urban
Radio
Strawberry (clothing) 38.8 29.7
Associated Grocers 42.0 20.2
Rite Aid 27.4 17.4
Nationwide Electronics 29.0 20.5
Lerner (clothing) 31.7 29.4
Nationwide Warehouse 31.7 20.5
(furniture)
AMC (owned/leased) 42.8 30.5
Papa John’s Pizza 47.3 32.8
Houlihans 47.7 18.9
Kleinsleep (furniture) 54.3 32.5
% of Total
Customers
Who Listen
to Urban
Radio
% Black
Customers
How to Read Chart:
54.3% of people who
made a purchase at
Kleinsleep are black.
44.6% of Kleinsleep’s
black customers listen to
Urban radio.
32.5% of Kleinsleep’s
total shoppers listen to
Urban radio.
Scarborough Release 1, 2002
New York
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
Scarborough Release 1, 1999-2002
98.1
90.5
66.5
38.3
84.2
54.4
97.4
87.0
60.8
78.0
% of Black
Customers
Who Listen to
Urban Radio
Lane Bryant (clothing) 40.1 39.0
Outback Steakhouse 42.2 42.1
Mercedes 28.9 30.1
(owned/leased)
Shoe Carnival 29.0 34.4
Old Country Buffet 31.9 23.6
Lincoln (owned/leased) 36.3 19.1
KIA (owned/leased) 43.7 47.0
NIKETOWN 54.1 53.0
Jennifer Convertibles 61.5 37.4
Aronson Furniture 77.1 65.1
% of Total
Customers
Who Listen
to Urban
Radio
% Black
Customers
How to Read Chart:
54.1% of people who
made a purchase at
NIKETOWN are black.
87.0% of NIKETOWN’s
black customers listen
to Urban radio.
53.0% of NIKETOWN’s
total shoppers listen to
Urban radio.
Chicago
29
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
83.5
93.9
83.2
75.5
73.4
82.3
78.9
81.6
89.3
65.5
% of Black
Customers
Who Listen
to Urban
Radio
Cadillac (owned/leased) 51.0 39.3
Cheesecake Factory 54.5 46.3
The Men’s Wearhouse 38.5 36.6
Neiman Marcus 39.3 43.8
IHOP 48.0 44.5
Shoppers Food 49.5 40.3
Warehouse
Auto Zone 60.5 50.6
Value City Dept Store 69.1 60.0
(clothing)
Kemp Mill Music 70.3 68.0
Mervis Diamond Importers 86.8 61.6
% of Total
Customers
Who Listen
to Urban
Radio
% Black
Customers
How to Read Chart:
54.5% of people who
ate at Cheesecake
Factory last week are
black.
82.3% of Cheesecake
Factory black patrons
listen to Urban radio.
46.3% of Cheesecake
Factory total patrons
listen to Urban radio.
Scarborough Release 1, 2002
Washington, DC
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
Scarborough Release 1, 2002
84.3
16.1
82.3
63.7
81.4
100.0
71.9
88.6
79.5
90.3
% of Black
Customers
Who Listen
to Urban
Radio
Macy’s (shoes) 36.2 34.8
Best Buy (appliances) 36.8 37.8
DSW Shoe Warehouse 31.4 34.1
Saks Fifth Avenue 31.8 13.0
Penske Auto (auto supply) 32.0 41.7
Lincoln (owned/leased) 33.0 25.7
Outback Steakhouse 39.6 33.1
Friedman’s Jeweler’s 41.5 44.6
Rhodes Furniture 44.3 42.1
Burlington Coat Factory 58.1 50.4
% of Total
Customers
Who Listen
to Urban
Radio
% Black
Customers
How to Read Chart:
44.3% of people who
purchased at Rhodes
Furniture last year are
black.
79.5% of Rhodes
Furniture black
customers listen to
Urban radio.
42.1% of Rhodes
Furniture total patrons
listen to Urban radio.
Atlanta
30
What % of Your Business Is Black?
Are You Advertising on Urban Radio?
78.1
85.7
67.9
30.3
54.8
35.9
88.2
69.9
41.5
66.6
% of Black
Customers
Who Listen
to Urban
Radio
Thriftway (groceries) 48.0 29.5
AAMCO (auto products) 49.3 17.7
Chili’s 31.1 27.9
PowerAde 33.1 37.6
Rite Aid 34.0 30.1
Annie Sez (clothing) 43.2 14.3
White Castle 50.9 51.4
AJ Wright (clothing) 55.5 50.3
Somnia (furniture) 61.6 27.6
Dave & Buster’s 62.5 41.6
Total % of
Customers
Who Listen
to Urban
Radio
% Black
Customers
Scarborough Release 1, 1999-2002
How to Read Chart:
62.5% of Dave &
Buster’s patrons last
week were black.
66.6% of Dave &
Buster’s black patrons
listen to Urban radio.
41.6% of Dave &
Buster’s total patrons
listen to Urban radio.
Philadelphia
Urban Radio Reaches Black Consumers
As an advertiser, don’t you want
a piece of this financial pie?
31
What Agencies Are Saying
About Urban Radio
Eugene Morris, President and CEO of
E. Morris Communications in Chicago:
“The real power of radio is that it’s local." Says Morris, "Historically, radio
stations that have served the African-American community have had
significant relationships with this listening consumer. With all of the media
choices that exist today, radio is still one of the most effective vehicles for
reaching our community."
What Agencies Are Saying
About Urban Radio
Verdia E. Johnson, President of The Foot Steps Group in
New York:
What Is Positive About Using Black-Formatted Radio?
• I believe that African-Americans’ strength is based in family, history and spiritual
orientation. Therefore, they are naturally drawn to media that tell their stories and
are involved in their communities. I think that radio tells their stories…from the
way news is covered to what is covered in the news…to the topics covered on
talk segments and interviews of people that have important views in the African-
American community…to the lifestyle interests (secular and gospel),
entertainment, etc.
• Radio is also involved in the community in the form of events and speaking out
on those causes that affect our communities. What all of this means is that radio
is like a friend that understands and connects emotionally with African-American
consumers. Black-formatted radio provides a perfect environment for
brands that are interested in building relationships with African-American
consumers.
32
What Agencies Are Saying
About Urban Radio
Verdia E. Johnson, President of The Foot Steps Group in
New York:
What Can Radio Do Better?
• Plan events and community activities earlier when we are planning for our clients.
The details of events and the corporate planning cycles tend not to be in sync.
• Devise a way to provide competitive information on a regular basis. This
would allow us to keep radio in front of our clients and enhance our sell to
the clients to use radio.
What Agencies Are Saying
About Urban Radio
Carol H. Williams, President/CEO/Chief Creative Officer of
Carol H. Williams Advertising in Oakland
What Is Positive About Using Black-Formatted Radio?
• Spending time and money to come up with a great strategy and brilliant creative
is pointless if it doesn’t reach the target audience. One of the greatest benefits
that advertisers gain by advertising on black-formatted radio is that not
only will they effectively reach the black community, they’ll reach a massmarket
audience as well—especially teens and young adults. With 98% of
African-Americans, 94% of Hispanics and 80% of Caucasians listening to
African-American influenced music, your advertising message will be music to
everyone’s ears. (Source: Blastro Internet Study, 2002)
• Using black-formatted radio to reach the African-American market demonstrates
to the consumer that you are interested in speaking to them. However, to
demonstrate that you are sincerely committed to them, your message must be
created with real African-American insights. Advertising without insights is
ineffective; advertising with insights builds relationships and results.
33
What Agencies Are Saying
About Urban Radio
Carol H. Williams, President/CEO/Chief Creative Officer of
Carol H. Williams Advertising in Oakland
What Things Can Radio Do Better?
• Just like other media, the radio industry must proactively educate agencies and
advertisers on their audience, trends and opportunities so we’re able to maximize
the medium with our message. We’ve got to continue to work as partners so that
at the end of the day, everybody wins.
What Agencies Are Saying
About Urban Radio
Deborah Gray-Young, VP/Dir. Media & Strategic Services of
E. Morris Communications, Inc. in Chicago
• Urban radio now has more than one format, which is key because not all black
people are the same. In most major markets, Urban radio now has the ability to
reach this segment psycho-graphically.
• Radio still provides affordable reach and, more importantly, high frequency that is
affordable versus television.
• Value-added opportunities, depending on the communication strategy
(awareness vs. promotion), can really extend a brand’s message or help create a
more integrated program, increasing the potential for very effective results. It can
also provide opportunity for measurement mechanisms.
34
Tips for Reaching Black
Consumers
As you consider reaching the black consumer in your
marketplace, consider these closing thoughts…
• Take a look at the percent of your business that is being generated by black customers. Can
you risk losing those consumers by not advertising where they receive entertainment,
information and news? Are your profit margins disposable?
• Look at the percent of black persons each station in the market has and advertise where you
reach your goals, whether that’s the largest volume of people, the longest time spent listening
or the stations with the largest share of the listening pie.
• Spread out the buy. Advertise with stations proportionate to the makeup of your consumers.
In a market that is 50% black, if you buy 5 non-black-formatted stations to reach 50% of the
population, shouldn’t you buy 5 black-formatted stations to reach the other 50% of the city?
• Black consumers have dollars to spend. Don’t miss your chance to get your unfair share of
the pie! Black consumers are willing to buy from you as long as all things are equal—sales
treatment, refund policies, pricing and customer respect. Ask for black consumers’ business
on their radio stations, with copy that is speaking to them.
For More Information
To learn more about black consumer patterns, check out the
same sources we use:
•Arbitron Inc. www.arbitron.com
•Scarborough Research www.scarborough.com
•Target Market News www.targetmarketnews.com
•Radio Advertising Bureau www.rab.com
For more information about black consumers’ radio
listening, go to:
www.arbitron.com/downloads/BlackRadioToday.pdf for a free
downloadable PDF of Arbitron’s Black Radio Today study.
35
The Arbitron Black
Consumer Study 2003
Special Thanks to:
Steve Morris, Owen Charlebois, Scott Musgrave, Pierre Bouvard, Dennis Seely,
Tom O’Sullivan, Jim Remeny, Carrie Wornall, Gloria Kestenbaum & staff, Howard
Goldberg, Ken Smikle, Eugene Morris, Verdia E. Johnson, Carol H. Williams and
Deborah Gray-Young.
Appendix A
Population Comparisons Top 100 Black Metros
Dallas-Ft. Worth 4,314,800 596,500 13.8
Miami-Ft. Lauderdale- 3,360,100 663,100 19.7
Hollywood
National 238,675,300 29,029,400 12.1
Houston-Galveston 3,973,100 662,000 16.6
Los Angeles 10,195,600 814,400 7.9
Detroit 3,825,600 831,200 21.7
Philadelphia 4,229,200 840,600 19.8
Atlanta 3,526,800 1.019,600 28.9
Washington, DC 3,862,000 1,069,500 27.6
Chicago 7,470,100 1,366,400 18.2
New York 15,060,900 2,696,200 17.9
% of Population
Black
12+ Black
Metro 12+ Population Population
Population estimates will be updated once all Fall 2002 releases occur.
Arbitron Spring 2002 – Stations in Metro
36
Appendix A
Population Comparisons Top 100 Black Metros
National 238,675,300 29,029,400 12.1
Boston 3,846,100 239,700 6.2
Charlotte-Gastonia- 1,292,800 258,800 20.0
Rock Hill
Richmond 850,600 254,200 29.8
Cleveland 1,795,200 338,300 18.8
St. Louis 2,183,500 389,800 17.8
New Orleans 1,074,500 390,400 36.3
Norfolk-Virginia 1,264,600 397,500 31.4
Beach-Newport News
Memphis 1,010,800 422,900 41.8
San Francisco 5,835,100 449,400 7.7
Baltimore 2,156,700 590,500 27.3
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
Appendix A
Population Comparisons Top 100 Black Metros
Orlando 1,242,300 180,800 14.5
National 238,675,300 29,029,400 12.1
Cincinnati 1,660,700 193,100 11.6
Kansas City 1,481,700 190,500 12.8
Nassau-Suffolk 2,308,400 198,900 8.6
Jacksonville 960,200 199,700 20.7
Milwaukee-Racine 1,408,600 200,600 14.2
Tampa-St. Petersburg- 2,098,600 202,400 9.6
Clearwater
Greensboro-Winston 1,077,700 213,400 19.8
Salem-High Point
Raleigh-Durham 1,038,700 229,600 22.1
Birmingham 842,900 233,300 27.6
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
37
Appendix A
Population Comparisons Top 100 Black Metros
Riverside-San 1,482,700 146,300 9.8
Bernardino
National 238,675,300 29,029,400 12.1
Baton Rouge 506,300 156,000 30.8
Minneapolis-St. Paul 2,494,400 146,600 5.8
Pittsburgh 2,014,600 160,500 7.9
Nashville 1,061,800 162,900 15.3
Jackson, MS 369,000 162,900 44.1
Seattle-Tacoma 3,067,200 166,700 5.4
Middlesex-Somerset- 1,333,400 168,800 12.6
Union
Indianapolis 1,237,300 179,000 14.4
Columbus, OH 1,337,000 180,300 13.4
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
Appendix A
Population Comparisons Top 100 Black Metros
Shreveport 326,600 118,400 36.2
National 238,675,300 29,029,400 12.1
Louisville 898,600 122,300 13.6
Mobile 455,900 118,700 26.0
Greenville-New Bern- 495,900 126,100 25.4
Jacksonville
Greenville-Spartanburg 781,400 131,000 16.7
West Palm Beach-Boca 1,009,000 135,200 13.3
Raton
Augusta, GA 401,000 135,600 33.8
Charleston, SC 464,400 139,200 29.9
San Diego 2,384,200 142,500 5.9
Columbia, SC 461,300 144,600 31.3
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
38
Appendix A
Population Comparisons Top 100 Black Metros
Little Rock 495,300 104,900 21.1
National 238,675,300 29,029,400 12.1
Montgomery 281,100 107,600 38.2
Denver-Boulder 2,064,300 106,500 5.1
Lafayette, LA 426,200 110,500 23.9
Westchester 774,700 110,700 14.2
Las Vegas 1,212,500 111,800 9.2
Buffalo-Niagara Falls 979,900 112,200 11.4
Fayetteville, NC 349,200 112,800 32.3
Dayton 834,600 114,600 13.7
Sacramento 1,549,200 115,100 7.4
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
Appendix A
Population Comparisons Top 100 Black Metros
Beaumont-Port Arthur 323,100 78,400 24.2
National 238,675,300 29,029,400 12.1
Austin 1,090,400 84,400 7.7
Savannah 247,000 82,900 33.5
Columbus, GA 206,200 86,500 41.9
San Antonio 1,441,300 91,500 6.3
Rochester, NY 919,700 91,900 9.9
Macon 261,600 95,300 36.4
Hartford-New Britain- 986,600 96,500 9.7
Middletown
Wilmington, DE 552,500 97,400 17.6
Oklahoma City 920,700 98,900 10.7
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
39
Appendix A
Population Comparisons Top 100 Black Metros
Biloxi-Gulfport- 307,700 57,000 18.5
Pascagoula
National 238,675,300 29,029,400 12.1
Roanoke-Lynchburg 399,500 61,300 15.3
Trenton, NJ 297,800 57,800 19.4
Florence, SC 162,800 63,400 38.9
Tallahassee 231,100 63,800 27.6
Gainesville-Ocala 470,300 63,800 13.5
Akron 588,300 64,800 11.0
Toledo 515,500 65,400 12.6
Flint 358,700 71,900 20.0
Huntsville 385,600 72,100 18.6
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
Appendix A
Population Comparisons Top 100 Black Metros
Bridgeport 383,900 45,400 11.8
National 238,675,300 29,029,400 12.1
Albany, GA 99,400 49,600 49.8
Youngstown-Warren 406,100 48,200 11.8
Salisbury-Ocean City 276,200 51,800 18.7
Tyler-Longview 281,400 52,200 18.5
Lakeland-Winter Haven 417,700 53,900 12.9
Killeen-Temple 257,600 54,300 21.0
New Haven 407,800 54,900 13.4
Chattanooga 409,200 55,200 13.4
Pensacola 357,700 56,200 15.7
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
40
Appendix A
Population Comparisons Top 100 Black Metros
Monroe, LA 121,600 38,700 31.8
National 238,675,300 29,029,400 12.1
Daytona Beach 443,700 39,200 8.8
Dothan, AL 188,800 38,900 20.6
Lexington-Fayette 415,800 39,500 9.4
Tuscaloosa 141,800 40,500 28.5
Atlantic City-Cape May 302,300 40,600 13.4
Tupelo 196,300 40,700 20.7
Myrtle Beach 226,100 42,400 15.9
Alexandria, LA 155,100 43,100 27.7
Columbus-Starkville- 105,900 43,500 41.0
West Point, MS
% of Population
Black
12+ Black
Metro 12+ Population Population
Arbitron Spring 2002 – Stations in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
WEDR-FM, WHQT-FM, WMBM- 3,168,700 736,700
AM
Miami-Ft. Lauderdale-
Hollywood
KBFB-FM, KHVN-AM, KKDA-AM, 4,138,600 855,900
KKDA-FM, KRNB-FM, KSOC-FM
Dallas-Ft. Worth
KCOH-AM, KMJQ-FM, KRWP- 3,752,600 517,500
FM
Houston-Galveston
Los Angeles KJLH-FM, KKBT-FM 9,659,800 1,350,700
WCHB-AM, WDMK-FM, WDTJ- 3,642,200 923,000
FM, WEXL-AM, WGPR-FM,
WJLB-FM, WMXD-FM
Detroit
Philadelphia WDAS-FM, WUSL-FM 4,036,000 884,500
WALR-FM, WAMJ-FM, WHTA- 3,348,500 1,075,800
FM, WPZE-FM, WVEE-FM
Atlanta
WHUR-FM, WKYS-FM, WMMJ- 3,673,000 1,022,700
FM, WPGC-AM, WYCB-AM
Washington, DC
WGCI-AM, WGIC-FM, WPWX- 7,114,500 1,444,000
FM, WVAZ-FM
Chicago
New York WBLS-FM, WWPR-FM 14,152,000 2,485,800
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Maximi$er Spring 2002 – Stations in Metro
41
WCDX-FM, WFTH-AM, WGCV-AM, 788,600 237,600
WJMO-FM, WKJS-FM
Richmond
Boston WBOT-FM, WILD-AM 3,624,700 226,100
WBAV-FM, WCHH-FM, WGIV-AM, 1,224,800 310,900
WLTC-AM, WPEG-FM
Charlotte-Gastonia-Rock
Hill
Cleveland WENZ-FM, WJMO-AM, WZAK-FM 1,707,300 346,600
KATZ-AM, KATZ-FM, KMJM-FM, 2,083,000 417,600
WFUN-FM
St. Louis
KMEZ-FM, KNOU-FM, WCKW-AM, 1,108,900 438,500
WQUE-FM, WYLD-AM, WYLD-FM
New Orleans
WOWI-FM, WSVY-FM, WVKL-FM, 1,202,300 361,200
WWHV-FM
Norfolk-Virginia Beach-
Newport News
KAMJ-FM, KJMS-FM, KXHT-FM, 951,100 446,600
WBBP-AM, WDIA-AM, WHRK-FM,
WKRA-FM, WLOK-AM, WRBO-FM
Memphis
San Francisco KDYA-AM 5,456,900 34,600
Baltimore WCAO-AM, WWIN-AM, WWIN-FM 2,055,000 319,100
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Kansas City KMJK-FM, KPRS-FM 1,403,300 228,100
Orlando WCFB-FM 1,186,400 121,100
Cincinnati WCIN-AM, WCVG-AM, WIZF-FM 1,583,900 200,900
Nassau-Suffolk No Primary Urban Stations in Metro 2,203,300 0
WCGL-AM, WHJX-FM, WJBT-FM, 904,500 226,000
WSOL-FM, WSVE-AM, WZAZ-AM
Jacksonville
WGLB-AM, WJMR-FM, WKKV-FM, 1,346,000 270,100
WMCS-AM, WNOV-AM
Milwaukee-Racine
Tampa-St. Petersburg- WRXB-AM, WTMP-AM 1,973,400 148,000
Clearwater
Greensboro-Winston WKEW-AM, WPOL-AM, WQMG-FM 1,017,500 227,700
Salem-High Point
Raleigh-Durham WFXC-FM, WFXK-FM, WQOK-FM 979,200 227,700
WAGG-AM, WATV-AM, WBHK-FM, 787,800 206,800
WENN-FM, WJLD-AM
Birmingham
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
42
Minneapolis-St. Paul No Primary Urban Stations in Metro 2,376,300 0
Riverside-San No Primary Urban Stations in Metro 1,399,900 0
Bernardino
KQXL-FM, WEMX-FM, WXOK-AM, 460,900 145,900
WZRB-FM
Baton Rouge
Pittsburgh WAMO-AM, WAMO-FM, WSSZ-FM 1,898,300 183,400
WJMI-FM, WJXN-FM, WKXI-AM, 340,200 140,300
WKXI-FM, WOAD-AM, WRJH-FM,
WZRX-AM
Jackson, MS
WMDB-AM, WNPL-FM, WNSG-AM, 1,006,000 278,500
WQQK-FM, WUBT-FM, WVOL-AM
Nashville
Seattle-Tacoma No Primary Urban Stations in Metro 2,871,500 0
Middlesex-Somerset- No Primary Urban Stations in Metro 1,260,100 0
Union
Indianapolis WTLC-AM, WTLC-FM 1,165,200 234,100
Columbus, OH WCKX-FM, WJYD-FM, WVKO-AM 1,265,100 234,100
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
WBLX-FM, WDLT-FM, WGOK-AM, 423,300 119,200
WLVV-AM, WQUA-FM
Mobile
KBTT-FM, KDKS-FM, KMJJ-FM, 301,700 117,700
KOKA-AM, KTKC-FM
Shreveport
Louisville WBLO-FM, WGZB-FM 844,200 141,600
WIKS-FM, WOOW-AM, WRSV-FM, 463,300 101,600
WTOW-AM
Greenville-New Bern-
Jacksonville
Greenville-Spartanburg WJMZ-FM 729,300 102,300
West Palm Beach-Boca WJBW-FM, WSWN-AM 945,600 36,600
Raton
WAKB-FM, WFXA-FM, WIIZ-FM, 374,700 130,700
WKSP-FM, WPRW-FM, WTHB-AM
Augusta, GA
WJNI-FM, WMGL-FM, WPAL-FM, 435,100 155,200
WSSP-FM, WWWZ-FM, WXTC-AM
Charleston, SC
San Diego No Primary Urban Stations in Metro 2,199,600 0
WFMV-FM, WHXT-FM, WLJI-FM, 433,300 161,800
WLXC-FM, WTGH-FM, WWDM-FM,
WZMJ-FM
Columbia, SC
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
43
Denver-Boulder No Primary Urban Stations in Metro 1,962,400 0
KIPR-FM, KITA-AM, KLIH-AM, 464,200 118,000
KOKY-FM, KYFX-FM
Little Rock
Montgomery WMCZ-FM, WXVI-AM, WZHT-FM 262,500 90,500
KFMV-FM, KJCB-AM, KFXZ-FM, 400,600 124,600
KNEK-FM, KRRQ-FM
Lafayette, LA
Westchester No Primary Urban Stations in Metro 728,700 0
Las Vegas KVGS-FM 1,161,700 93,000
Buffalo-Niagara Falls WBLK-FM 931,000 138,500
WCCG-FM, WFMO-AM, WIDU-AM, 323,300 130,200
WKQB-FM, WZFX-FM
Fayetteville, NC
Dayton WDAO-AM, WRNB-FM, WROU-FM 787,100 124,600
Sacramento No Primary Urban Stations in Metro 1,467,700 0
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
WEAS-FM, WHGM-AM, WJLG-AM, 228,100 87,400
WLVH-FM, WQBT-FM, WSIS-FM,
WSOK-AM
Savannah
Beaumont-Port Arthur KQHN-AM, KTCX-FM 291,600 65,700
Austin No Primary Urban Stations in Metro 1,021,600 0
WAGH-FM, WEAM-AM, WFXE-FM, 188,200 85,300
WKZJ-FM
Columbus, GA
San Antonio KSJL-AM, KSJL-FM 1,364,400 44,000
Rochester WDKX-FM, WWWG-AM 867,300 114,000
WDDO-AM, WFXM-FM, WIBB-FM, 240,800 103,300
WLCG-AM, WQMJ-FM, WRBV-FM,
WRNC-AM, WXJO-AM, WXKO-AM
Macon
Hartford-New Britain- WKND-AM 932,900 6,300
Middletown
Wilmington, DE WFAI-AM, WJKS-FM 519,800 58,100
Oklahoma City No Primary Urban Stations in Metro 175,000 0
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
44
Trenton WIMG-AM 279,800 13,400
Biloxi-Gulfport- WJZD-FM 282,000 42,200
Pascagoula
WLLL-AM, WTOY-AM, WVBE-AM, 369,900 42,300
WVBE-FM
Roanoke-Lynchburg
WBZF-FM, WCMG-FM, WGSS-FM, 148,300 69,500
WPFM-AM, WSQN-FM, WYNN-AM,
WYNN-FM
Florence, SC
WBWT-FM, WHBT-AM, WHBX-FM, 216,500 74,600
WVHT-FM
Tallahassee
Gainesville-Ocala WTMG-FM 436,000 58,100
Akron No Primary Urban Station in Metro 557,400 0
Toledo WIMX-FM, WJUC-FM 482,400 74,800
Flint WDZZ-FM, WFLT-AM 340,100 64,900
WDJL-AM, WEUP-AM, WEUV-AM, 357,000 25,600
WLOR-AM
Huntsville
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Youngstown-Warren WRBP-FM 377,000 23,500
Bridgeport No Primary Urban Stations in Metro 364,200 0
WJIZ-FM, WJYZ-AM, WQVE-FM, 94,900 50,300
WRXZ-FM
Albany, GA
Salisbury-Ocean City WQJH-FM, WSBY-FM, WTGM-AM 253,700 32,100
Tyler-Longview KZEY-AM, KZEY-FM 262,200 12,000
Lakeland-Winter Haven No Primary Urban Stations in Metro 386,300 0
Killeen-Temple KSSM-FM 237,200 23,700
New Haven WYBC-FM 383,500 40,900
WFLI-AM, WJTT-FM, WLOV-FM, 381,500 76,200
WMPZ-FM, WNOO-AM
Chattanooga
Pensacola WNVY-AM, WRNE-AM 333,300 21,600
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
45
Dothan, AL WAGF-FM, WJJN-FM 175,100 30,200
Monroe, LA KJMG-FM, KRJC-AM, KRVV-FM 109,600 26,100
Daytona Beach WPUL-AM 416,000 5,900
Lexington-Fayette WUGR-AM 386,800 8,100
WQZZ-FM, WTSK-AM, WTUG-FM, 132,500 34,300
WWPG-AM
Tuscaloosa
Atlantic City-Cape May WBNJ-FM, WTTH-FM, WUSS-AM 285,000 32,200
Tupelo WBIP-FM, WCPC-AM, WESE-FM 177,500 52,200
Myrtle Beach WDAI-FM, WLMC-AM 207,400 31,200
Alexandria, LA KBCE-FM, KEDG-FM 145,100 44,200
WACR-AM, WACR-FM, WAJV-FM, 98,900 39,600
WMXU-FM
Columbus-Starkville-
West Point, MS
Primary Urban Stations Total 12+ Cume Total 12+ Urban Cume
Metro in Metro
Appendix B
Primary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Houston-Galveston KTHT-FM 3,752,600 363,500
Dallas-Ft. Worth KOAI-FM 4,138,600 356,500
Miami-Ft. Lauderdale- WLVE-FM, WPOW-FM, WPYM-FM 3,168,700 1,121,700
Hollywood
Los Angeles KHHT-FM, WPWR-FM, KTWV-FM 9,659,800 2,634,100
Detroit WVWV-FM 3,642,200 482,800
Philadelphia WJJZ-FM, WPHI-FM 4,036,000 891,000
Atlanta WJZZ-FM 3,348,500 263,600
Washington, DC WJZW-FM, WPGC-FM 3,673,000 926,200
Chicago WNUA-FM 7,114,500 793,300
New York WKTU-FM, WQCD-FM, WQHT-FM 14,152,000 4,449,500
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
46
Richmond WBTJ-FM, WJZV-FM, WRHH-FM 788,600 176,100
Boston WJMN-FM 3,624,700 656,100
No Secondary Urban Stations in 1,224,800 0
Metro
Charlotte-Gastonia-Rock
Hill
Cleveland WNWV-FM 1,707,300 179,200
St. Louis WESL-AM, WSSM-FM 2,083,000 177,000
No Secondary Urban Stations in 1,108,900 0
Metro
New Orleans
Norfolk-Virginia Beach- WBHH-FM, WJCD-FM, WNVZ-FM 1,202,300 350,700
Newport News
Memphis WJZN-FM 951,100 72,200
San Francisco KKSF-FM, KKWV-FM, KYLD-FM 5,456,900 1,229,800
Baltimore WERQ-FM, WXYV-FM 2,055,000 447,600
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Kansas City KCIY-FM 1,403,300 134,200
Orlando WJHM-FM, WLOQ-FM, WPYO-FM 1,186,400 394,500
Cincinnati WMOJ-FM 1,583,900 192,000
Nassau-Suffolk WKTU-FM, WXXP-FM 2,203,300 276,600
No Secondary Urban Stations in 904,500 0
Metro
Jacksonville
Milwaukee-Racine WJZI-FM 1,346,000 110,500
Tampa-St. Petersburg- WLLD-FM, WSJT-FM, WTMP-FM 1,973,400 498,800
Clearwater
Greensboro-Winston WJMH-FM 1,017,500 201,700
Salem-High Point
No Secondary Urban Stations in 979,200 0
Metro
Raleigh-Durham
Birmingham WBHJ-FM 787,800 128,200
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
47
Minneapolis-St. Paul KTTB-FM 2,376,300 293,600
Riverside-San KGGI-FM 1,399,900 285,900
Bernardino
Baton Rouge WJNH-FM 460,900 68,500
Pittsburgh WJJJ-FM 1,898,300 158,200
No Secondary Urban Stations in 340,200 0
Metro
Jackson, MS
No Secondary Urban Stations in 1,006,000 0
Metro
Nashville
Seattle-Tacoma KUBE-FM, KWJZ-FM 2,871,500 694,100
No Secondary Urban Stations in 1,260,100 0
Metro
Middlesex-Somerset-
Union
Indianapolis WHHH-FM, WYJZ-FM 1,165,200 236,400
Columbus, OH WJZA-FM, WJZK-FM 1,265,100 88,700
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
No Secondary Urban Stations in 423,300 0
Metro
Mobile
No Secondary Urban Stations in 301,700 0
Metro
Shreveport
Louisville WMJM-FM 844,200 45,700
Greenville-New Bern- WANJ-FM, WQSL-FM 463,300 86,500
Jacksonville
Greenville-Spartanburg WHZT-FM 729,300 113,900
West Palm Beach-Boca WMBX-FM, WWLV-FM 945,600 174,100
Raton
No Secondary Urban Stations in 374,700 0
Metro
Augusta, GA
Charleston, SC WCOO-FM, WJZX-FM, WWBZ-FM 435,100 81,100
San Diego KIFM-FM, XHRM-FM, XHTZ-FM 2,199,600 635,600
Columbia, SC WSCQ-FM 433,300 32,300
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
48
KDJM-FM, KJCD-FM, KQKS-FM, 1,962,400 517,800
KXDC-FM
Denver-Boulder
Little Rock KHTE-FM 464,200 68,700
Montgomery WHHY-FM, WJWZ-FM 262,500 76,700
No Secondary Urban Stations in 400,600 0
Metro
Lafayette, LA
No Secondary Urban Stations in 728,700 0
Metro
Westchester
Las Vegas KOAS-FM, KVEG-FM 1,161,700 178,300
Buffalo-Niagara Falls WWWS-AM 931,000 29,000
No Secondary Urban Stations in 323,300 0
Metro
Fayetteville, NC
Dayton WDHT-FM 787,100 121,000
KBMB-FM, KHYL-FM, KSFM-FM, 1,467,700 49,800
KSSJ-FM
Sacramento
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Savannah WGZO-FM 228,100 11,900
No Secondary Urban Stations in 291,600 0
Metro
Beaumont-Port Arthur
Austin KFMK-FM, KQBT-FM, KXMG-FM 1,021,600 304,700
Columbus, GA WOKS-AM 188,200 20,500
San Antonio KBBT-FM, KCJZ-FM 1,364,400 347,100
Rochester WLCL-FM 867,300 30,800
Macon WELV-FM 240,800 21,500
Hartford-New Britain- WZMX-FM 932,900 19,100
Middletown
No Secondary Urban Stations in 519,800 0
Metro
Wilmington, DE
Oklahoma City KBAT-FM, KCHX-FM, KMRK-FM 175,000 50,200
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
49
No Secondary Urban Stations in 279,800 0
Metro
Trenton
No Secondary Urban Stations in 282,000 0
Metro
Biloxi-Gulfport-
Pascagoula
No Secondary Urban Stations in 369,900 0
Metro
Roanoke-Lynchburg
Florence, SC WFSF-FM 148,300 17,200
Tallahassee WWLD-FM 216,500 25,600
Gainesville-Ocala WXJZ-FM 436,000 13,500
No Secondary Urban Stations in 557,400 0
Metro
Akron
No Secondary Urban Stations in 482,400 0
Metro
Toledo
Flint WOWE-FM 340,100 28,100
Huntsville WEUP-FM, WEUZ-FM 357,000 68,600
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Youngstown-Warren WLLF-FM 377,000 11,600
No Secondary Urban Stations in 364,200 0
Metro
Bridgeport
No Secondary Urban Stations in 94,900 0
Metro
Albany, GA
Salisbury-Ocean City WOCQ-FM 253,700 59,000
Tyler-Longview KAZE-FM, KBLZ-FM 262,200 56,600
No Secondary Urban Stations in 386,300 0
Metro
Lakeland-Winter Haven
No Secondary Urban Stations in 237,200 0
Metro
Killeen-Temple
No Secondary Urban Stations in 383,500 0
Metro
New Haven
No Secondary Urban Stations in 381,500 0
Metro
Chattanooga
No Secondary Urban Stations in 333,300 0
Metro
Pensacola
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
50
Dothan, AL WBCD-FM 175,100 27,800
No Secondary Urban Stations in 109,600 0
Metro
Monroe, LA
No Secondary Urban Stations in 416,000 0
Metro
Daytona Beach
Lexington-Fayette WBTF-FM, WLTO-FM 386,800 77,100
No Secondary Urban Stations in 132,500 0
Metro
Tuscaloosa
No Secondary Urban Stations in 285,000 0
Metro
Atlantic City-Cape May
No Secondary Urban Stations in 177,500 0
Metro
Tupelo
No Secondary Urban Stations in 207,400 0
Metro
Myrtle Beach
No Secondary Urban Stations in 145,100 0
Metro
Alexandria, LA
Columbus-Starkville- WKBB-FM, WMSU-FM 98,900 28,600
West Point, MS
Total 12+ Secondary
Secondary Urban Stations Total 12+ Cume Urban Cume
Metro in Metro
Appendix C
Secondary Urban Radio Listenership in Top 100 Black Metros
Maximi$er Spring 2002 – Stations in Metro
Appendix D
National Home Ownership in Top 100 Black Metros
National 69.0% 51.2% (12,813,908)
Houston-Galveston 65.9% 52.6% (303,795)
Miami-Ft. Lauderdale-Hollywood 63.7% 51.9% (285,720)
Dallas-Ft. Worth 66.2% 50.1% (251,335)
Los Angeles 53.4% 40.0% (321,460)
Detroit 77.3% 63.5% (460,930)
Philadelphia 71.9% 61.3% (457,760)
Atlanta 68.1% 53.5% (439,730)
Washington, DC 64.6% 51.2% (474,475)
Chicago 68.5% 48.5% (578,860)
New York 51.5% 31.9% (839,505)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
51
Appendix D
National Home Ownership in Top 100 Black Metros
National 69.0% 51.2% (12,813,908)
Richmond 70.2% 58.4% (130,330)
Charlotte-Gastonia-Rock Hill 70.5% 46.2% (101,330)
Boston 59.9% 33.0% (78,555)
Cleveland 72.5% 51.3% (154,110)
St. Louis 74.9% 59.3% (194,565)
New Orleans 64.4% 50.9% (158,545)
Norfolk-Virginia Beach-Newport 63.4% 49.7% (168,810)
News
Memphis 69.3% 57.5% (203,195)
San Francisco 55,8% 40.4% (175,005)
Baltimore 69.8% 53.4% (281,390)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
Appendix D
National Home Ownership in Top 100 Black Metros
National 69.0% 51.2% (12,813,908)
Kansas City 74.4% 55.6% (91,625)
Cincinnati 70.3% 29.8% (48,320)
Orlando 66.3% 41.1% (67,050)
Nassau-Suffolk 71.8% 54.9% (99,000)
Jacksonville 73.0% 53.4% (93,710)
Milwaukee-Racine 67.2% 43.8% (73,020)
Tampa-St. Petersburg-Clearwater 74.2% 54.0% (92,860)
Greensboro-Winston Salem-High 70.9% 51.6% (94,930)
Point
Raleigh-Durham 69.1% 61.6% (126,335)
Birmingham 77.4% 62.9% (124,410)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
52
Appendix D
National Home Ownership in Top 100 Black Metros
National 69.0% 51.2% (12,813,908)
Minneapolis-St. Paul 76.3% 46.2% (41,590)
Baton Rouge 70.9% 55.7% (71,109)
Riverside-San Bernardino 67.5% 52.4% (60,600)
Pittsburgh 74.4% 49.9% (65,380)
Jackson, MS 80.1% 73.5% (102,734)
Nashville 68.5% 53.1% (73,760)
Seattle-Tacoma 64.6% 40.4% (44,155)
Middlesex-Somerset-Union No qualitative available
Indianapolis 72.7% 51.5% (76,850)
Columbus, OH 65.9% 42.2% (64,490)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
Appendix D
National Home Ownership in Top 100 Black Metros
Mobile 76.1% 58.4% (58,715)
Louisville 74.7% 52.2% (52,760)
National 69.0% 51.2% (12,813,908)
Shreveport 78.6% 76.3% (76,643)
Greenville-New Bern-Jacksonville 68.6% 56.7% (61,254)
Greenville-Spartanburg 70.9% 51.6% (94,930)
West Palm Beach-Boca Raton 74.3% 45.0% (51,155)
Augusta, GA 77.3% 61.1% (71,178)
Charleston, SC 64.6% 52.6% (61,650)
San Diego 54.0% 30.8% (44,840)
Columbia, SC 77.7% 65.6% (82,788)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
53
Appendix D
National Home Ownership in Top 100 Black Metros
Denver-Boulder 72.4% 57.0% (67,760)
Montgomery 78.0% 69.3% (64,846)
National 69.0% 51.2% (12,813,908)
Little Rock 71.6% 53.5% (41,824)
Lafayette, LA 69.9% 55.3% (51,500)
Westchester No qualitative available
Las Vegas 65.0% 47.4% (44,455)
Buffalo-Niagara Falls 68.0% 40.5% (39,995)
Fayetteville, NC 70.9% 67.5% (65,870)
Dayton 70.7% 50.7% (51,100)
Sacramento 67.9% 49.1% (41,175)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
Appendix D
National Home Ownership in Top 100 Black Metros
Savannah 75.7% 68.7% (48,997)
Austin 62.2% 56.3% (35,860)
National 69.0% 51.2% (12,813,908)
Beaumont-Port Arthur 80.4% 60.6% (39,351)
Columbus, GA 67.9% 60.9% (45,531)
San Antonio 66.6% 51.7% (46,830)
Rochester, NY 69.7% 35.1 (28,475)
Macon 68.3% 48.4% (39,892)
Hartford-New Britain-Middletown 66.4% 43.2% (36,555)
Wilmington, DE 79.1% 60.1% (50,922)
Oklahoma City 71.1% 51.0% (40,850)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
54
Appendix D
National Home Ownership in Top 100 Black Metros
Trenton 84.1% 63.0% (751,970)
Roanoke-Lynchburg 76.5% 60.5% (33,670)
National 69.0% 51.2% (12,813,908)
Biloxi-Gulfport-Pascagoula 78.9% 65.2% (31,876)
Florence, SC 77.9% 67.1% (36,808)
Tallahassee 70.2% 58.9% (33,629)
Gainesville-Ocala 67.1% 50.0% (29,482)
Akron No Qualitative Available
Toledo 69.6% 44.9% (24,320)
Flint 77.2% 61.9% (37,850)
Huntsville 75.1% 56.1% (34,123)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
Appendix D
National Home Ownership in Top 100 Black Metros
Youngstown-Warren 72.3% 45.9% (18,933)
Albany, GA 58.4% 39.6% (16,883)
National 69.0% 51.2% (12,813,908)
Bridgeport No Qualitative Available
Salisbury-Ocean City 82.9% 62.6% (28,366)
Tyler-Longview 73.9% 63.3% (28,119)
Lakeland-Winter Haven 82.9% 76.4% (37,781)
Killeen-Temple 60.1% 43.4% (19,287)
New Haven 65.3% 35.7% (18,030)
Chattanooga 73.7% 50.7% (24,306)
Pensacola 73.8% 54.3% (27,360)
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002
55
Appendix D
National Home Ownership in Top 100 Black Metros
Dothan, AL 76.8% 44.7% (14,444)
Daytona Beach 85.0% 68.0% (23,939)
National 69.0% 51.2% (12,813,908)
Monroe, LA 76.9% 63.3% (20,390)
Lexington-Fayette 65.0% 48.7% (15,155)
Tuscaloosa 72.8% 64.4% (22,921)
Atlantic City- Cape May 70.4% 47.3% (17,992)
Tupelo 84.1% 63.0% (20,953)
Myrtle Beach 82.2% 69.4% (25,463)
Alexandria, LA 75.6% 58.4% (21,033)
Columbus-Starkville-West Point, 68.5% 58.8% (21,776)
MS
Metro Total Home Ownership Black Home Ownership
Scarborough Release 1, 2002 |
|
