Blacks aged 12 and older spend an average of 16 hours a week listening to radio, 45 minutes more than the average American, according to Arbitron. The older they are, the more time they spend listening to radio (see chart).
Blacks spend more time listening to the radio away from home between the hours of 6 a.m. and midnight (6.6 hours per week) than at home (4.3 hours per week). The radio station formats they listen to differ at home and away.
At home they prefer:
• Religious (59%);
• Gospel (54%);
• News/Talk/Information (49%);
• Urban Contemporary (47%); and
• Rhythmic Contemporary Hit Radio (43%).
Away from home they prefer:
• Sports (67%);
• Pop Contemporary Hit Radio (59%);
• Adult Contemporary (58%);
• Urban Adult Contemporary (58%); and
• Rhythmic Contemporary Hit Radio (57%). [Radio]
Source: “Black Radio Today, 2009,” Arbitron, Ron Rodriguez, Marketing Communications, 9705 Patuxent Woods Dr., Columbia, MD 21046; 410-309-8822; ron.rodriguez@arbitron.com; www.arbitron.com. Price: Available online at no charge.
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