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RSS-12-07747 3/12© 2012 Arbitron Inc.
Puerto Rico Radio TodayHow Puerto Rico Listens to Radio
2012 Edition
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.2
Radio in Puerto Rico
Arbitron Puerto Rico Radio Today is an up-to-date look at how people use radio in Puerto Rico. This study examines radio listening from the Fall 2011 survey.
Some Facts About Puerto Rico
Puerto Rico is a U.S. commonwealth.Puerto Ricans have U.S. citizenship, spend U.S. currency, and are defended by the U.S. military. Nevertheless, Puerto Ricans don’t pay federal income tax, and they can’t vote in presidential elections. They do elect their own governor and have their own legislature.
Puerto Ricans consider themselves American and accept the free association with the U.S. but at the same time are quite proud of their island and their culture.
Spanish and English are the official languages. About one-quarter of the population speaks English, and English is required in all federal matters.
Puerto Rico is the 14th most populous market in the U.S.This ranking is based on a population of 3,190,100 residents aged 12 years and older.
The island features several regions—San Juan, West, South, East, North and Northeast—that have important population centers with their own characteristics, such as Mayagüez, Ponce, Humacao, Fajardo, and San Juan.
The mountainous island of Puerto Rico lies 1,000 miles southeast of Miami. Its total area is 3,515 square miles and is a little smaller in area than Connecticut.
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.3
How Puerto Rico Listens
Radio Reaches All Ages 4
Time Spent Listening 5
Working Women 6
Overnight Listening 7
Listening Location 8
Radio Is Strong on Weekends 9
Hour-by-Hour Listening 10
At Home vs. Away From Home 11
What Puerto Rico Listens To
AM/FM Listening 12
AM/FM Share of Listening by Region 13
AM/FM Comparison Among Similar
Arbitron-Ranked Markets
14
Format Listening in Puerto Rico 15
Format Listening by Region 16
Format Shares by Sex 19
Format by Time Spent Listening 20
Contents
Qualitative Information About
Puerto Rico
Puerto Rico: Qualitative Profile 18+ 21
San Juan: Qualitative Profile 18+ 22
Puerto Rico: Media Exposure During
One Week
23
Time Spent Traveling to Work
One Way
24
Puerto Rico Preferences: Automotive 25
Puerto Rico Preferences: Department
Store Purchases
26
Puerto Rico: Quick Service
Restaurant Visits
27
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
91.5 89.796.1 97.3 95.6 94.3 93.392.9 93.8
98.3 98.394.5 92.7 90.6
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
94.3
4
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
Weekly Cume Rating
Men
Women
Radio Reaches All Ages
Over 94% of all persons 12+ listen to radio each week.
How To Read:
These figures represent “Weekly Cume Ratings.” For example, 98.3% of women aged 25-34 in Puerto
Rico tune to the radio at least once between the hours of 6AM and Midnight, Monday through Sunday of
an average week. The yellow background represents the average of people, at least 12 years old, who
listen to radio at least once during the week. You can then see how radio reaches various demographic
groups compared to the total audience.
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.5
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
Time Spent Listening
Over all persons 12+ spend about 24 hours a week listening to radio.
Time Spent ListeningHours and Minutes per Week
15:30
20:00
23:30
25:30 25:15
28:30 29:15
13:45
18:00
22:00
24:00
26:3028:30 29:00
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
24:15
P12+
Men
Women
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.6
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
Working Women
Working women spend more time listening to radio than nonworking women in the younger demos.
Time Spent Listening
21:30
25:0026:00
19:15
23:30
26:45
W18-34 W25-54 W35-64
Working Women
Nonworking Women
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.7
Source: Puerto Rico Radio Market Report, Fall 2011
Monday-Sunday, Midnight-6AM.
Overnight Listening
Overnight listening increases with age.
Cume Rating
25.8
30.9 31.3
19.120.1
23.2
P18-34 P25-54 P35-64
Men
Women
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
At Home
In Car
At Work
Other
8
Source: Puerto Rico Radio Market Report, Fall 2011.
P12+.
Listening Location
Almost 70% of the radio audience can be reached at home on the weekends.
Midday on Monday through Friday, more than one half listen at home.
During drive times, more than two-thirds can be reached in their cars.
Cume Rating
73.5
69.0
64.8
74.3
50.8
71.7
16.8
6.1
15.7
10.2
5.2
7.8
Mon-Fri 6a-12m
Sa-Su 10a-7p
Mon-Fri 6a-3p
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.9
Source: Puerto Rico Radio Market Report, Fall 2011,
P12+, Saturday-Sunday, 6AM-Midnight.
Radio Is Strong on Weekends
The vast majority of all men and women are reached by radio on the weekends.
Cume Rating
67.070.4
76.7 78.1 76.5 77.381.7
71.675.2
78.982.5
79.6 80.7 79.8
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
Men
Women
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.10
Source: Puerto Rico Radio Market Report, Fall 2011,
P12+, 5AM-5AM.
Hour-By-Hour Listening
Listening behavior changes hour by hour, and it has different trends during the week than on weekend days.
17.7
42.5
61.1 60.859.7
56.5 56.662.4 59.5
57.262.5 60.6
53.7
43.8
39.134.3
27.8
19.9
13.5
7.34.4 3.7 3.3 4.3
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4
Noon PM Mid AMAM
4.08.6
15.6
21.0 24.7 25.4 25.6 26.8 26.1 24.3 23.0 21.817.8
13.3 13.2 11.5 9.36.7 4.4 2.0 1.3 0.9 0.7 1.0
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4
Noon PM Mid AMAM
2.65.9
10.415.0 18.7
21.0 20.7 22.3 22.920.7 20.8 19.7
14.7 11.4 11.4 10.68.1
5.3 3.1 1.2 0.9 0.8 0.9 2.0
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4
Noon PM Mid AMAM
Cume Rating—Saturday
Cume Rating—Monday-Friday
Cume Rating—Sunday
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.11
Source: Puerto Rico Radio Market Report, Fall 2011,
P12+, Mon-Fri 5AM-5AM.
Cume Rating
At Home vs. Away From Home
Hour-by-hour listening has a different trend at home vs. away from home.
9.7
23.6
29.530.2
31.1
27.9
25.026.1
24.623.2
28.6 28.5 24.2
20.120.8
19.3
16.3
12.0
8.4
4.52.3 1.6 1.6 1.9
8.6
22.6
40.1
33.0
28.6
24.0
25.9
31.929.6
29.5
32.231.1
28.9
21.5
14.6
11.3
7.8
4.83.4
1.91.4 1.5 1.2
1.8
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4
At Home
Away From Home
Noon PM Mid AMAM
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.12
AM
FM
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
AM/FM Listening
AM listening is clearly more popular as the audience matures.
Cume Rating
9.5
15.1
24.9
34.4
49.3
91.0 91.1 91.487.6
76.3
P12-17 P18-34 P25-54 P35-64 P45+
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.13
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
AQH Share, Persons 12+
AM
FM
No ID
20.9
68.8
10.3
East
AM/FM Share of Listening by Region
AM/FM share of listening varies among the different regions of Puerto Rico.
The region with the biggest FM share is the Northeast and San Juan. The region with the biggest AM share is the West.
25.1
69.5
5.4
San Juan
12.3
68.5
19.2
North
25.4
69.9
4.7
Northeast
26.9
64.1
9.0
South
27.5
64.1
8.4
West
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.14
Source: Puerto Rico, Tampa-St. Petersburg-Clearwater,
and St. Louis Radio Market Reports, Fall 2011, P12+,
Monday-Sunday, 6AM-Midnight.
Time Spent Listening
AM/FM Comparison Among Similar Arbitron-Ranked Markets
Puerto Ricans listen to more radio than most U.S. mainland consumers. For example, Puerto Ricans listen to twice as much FM radio and more than three times as much AM than consumers in the Tampa-St. Petersburg-Clearwater Metro.
16:45
5:15 5:15
19:00
9:15 9:45
Puerto Rico Tampa St. Louis
AM
FM
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.15
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight
Cume Rating
Format Listening in Puerto Rico
Spanish Tropical, Pop CHR, and News/Talk/ Information are the most popular formats on the island, followed by Rhythmic CHR radio.
42.7
42.5
6.1
16.3
38.3
6.4
20.0
3.2
1.8
7.3
15.2
22.3
Spanish Tropical
Pop Contemporary Hit Radio
Spanish Variety
Latino Urban
News/Talk/Information
Spanish Talk
Adult Contemporary
Religious
Oldies
Christian Contemporary
Hot Adult Contemporary
Rhythmic Contemporary Hits
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.16
Cume Rating—San Juan
Cume Rating—East Area
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
Format Listening by Region
Radio formats perform differently in different regions.
Format Listening by Region continued
5.3
41.6
3.0
2.6
38.9
13.8
13.8
47.3
23.7Adult Contemporary
News/Talk/Information
Easy Listening
Latino Urban
Pop Contemporary Hit Radio
Spanish Religious
Christian Contemporary /Gospel
Spanish Tropical
Spanish Variety
16.3
16.7
32.6
34.9
15.1
11.0
55.0
Adult Contemporary
Latino Urban
Pop Contemporary Hit Radio
News/Talk/Information
Spanish Variety
Spanish Contemporary Christian
Spanish Tropical
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.17
Format Listening by Region continued
Source: Puerto Rico Radio Market Report, Fall 2011
Monday-Sunday, 6AM-Midnight.
Format Listening by Region
(continued) Cume Rating—North Area
Cume Rating—Northeast Area
5.3
41.6
3.0
2.6
38.9
13.8
13.8
47.3
23.7Adult Contemporary
News/Talk/Information
Easy Listening
Latino Urban
Pop Contemporary Hit Radio
Spanish Religious
Christian Contemporary/Gospel
Spanish Tropical
Spanish Variety
16.3
16.7
32.6
34.9
15.1
11.0
55.0
Adult Contemporary
Latino Urban
Pop Contemporary Hit Radio
News/Talk/Information
Spanish Variety
Spanish Contemporary Christian
Spanish Tropical
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.18
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight.
Cume Rating—South Area
Cume Rating—West Area
Format Listening by Region
(continued)
12.8
46.2
13.8
30.8
7.3
13.4
40.9
Adult Contemporary
Pop Contemporary Hit Radio
Latino Urban
News/Talk/Information
Christian Contemporary /Gospel
Spanish Variety
Spanish Tropical
21.5
46.4
23.2
42.7
3.2
9.7
13.2
24.2
10.1
Adult Contemporary
Pop Contemporary Hit Radio
Latino Urban
News/Talk/Information
Oldies
Religious
Christian Contemporary/Gospel
Spanish Tropical
Spanish Variety
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
20.2
19.8
7.4
6.4
4.7
2.5
2.5
2.2
2.0
1.9
1.8
1.5
13.5
16.7
6.2
4.2
5.8
6.4
4.2
2.6
1.8
2.2
1
3.2
Spanish Tropical
News/Talk/Information
Rhythmic Contemporary Hit Radio
Latino Urban
Adult Contemporary
Hot Adult Contemporary
Spanish Contemporary Christian
Easy Listening
Spanish Variety
Spanish News/Talk
Album Oriented Rock
Contemporary Christian
19
AQH Share
Source: Puerto Rico Radio Market Report, Fall 2011,
Monday-Sunday, 6AM-Midnight, Men 12+, Women 12+.
Format Shares by Sex
Men and women have somewhat different format preferences.
Men
Women
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.20
Time Spent Listening
Source: Puerto Rico Radio Market Report, Fall 2011
Monday-Sunday 6AM-Midnight.
Format by Time Spent Listening
Time Spent Listening varies according to format.
3:45
4:30
6:00
6:30
6:45
7:00
7:15
7:15
7:15
7:15
7:30
7:30
7:45
8:00
8:30
9:15
10:15
10:30
11:45
15:00
Urban Contemporary
Variety
Spanish Contemporary
Easy Listening
Adult Contemporary
Hot Adult Contemporary
Album Oriented Rock
Spanish Religious
Spanish Variety
Talk/Personality
Latino Urban
Rhythmic Contemporary Hit Radio
Spanish News/Talk
Contemporary Christian
Spanish Contemporary Christian
Pop Contemporary Hit Radio
Religious
Spanish Oldies
Spanish Tropical
News/Talk/Information
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.21
Source: Puerto Rico Radio Market Report. The Qualitative
Diary, Fall 2011. P18+
Puerto Rico: Qualitative Profile 18+
Puerto Rico Qualitative Profile for Persons 18+, Key Elements:
•47% of the 18+ population are men and 53% are women.
•People aged 65+ form the largest demographic group.
•31.7% have a full-time job.
•83.8% own their house.
•35.5% have a college degree.
•Households with an annual income of $25,000 or more make up 52.1% of the market.
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.22
San Juan: Qualitative Profile 18+
Qualitative Profiles for persons 18+ differ according to the measured region.
In the San Juan region, for example:
• 45.9% of the population 18+ are men and 54.1% are women.
• Persons 65+ form the highest demographic group in this area.
• 37.5% have a full-time job.
• 72.4% own their house.
• 44.4% have a college degree.
•Households with an annual income of $25,000 or more are approximately 37% of the market.
Source: Puerto Rico Radio Market Report. The Qualitative
Diary, Fall 2011. Demographics: P18+
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.23
Puerto Rico: Media Exposure During One Week
Among persons 12 years of age or older in Puerto Rico, 93.6% listened to radio the past 7 days.
60.7% used the Internet.
Media Exposure—Past 7 Days
Source: Puerto Rico Radio Market Report. The Qualitative
Diary, Fall 2011. Demographics: Persons 12+
Target % Comp
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
4%
28%
24%
43%
24
Time Spent Traveling to Work One Way
Among working persons 18+ in Puerto Rico, 43% spend thirty minutes or more traveling to work.
Time Spent Traveling To Work One Way
Source: Puerto Rico Radio Market Report. The Qualitative
Diary, Fall 2011. P18+ and employed.
Don’t Commute
Less than 20 Minutes
20-29 Minutes
30+ Minutes
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.25
Puerto Rico Preferences: Automotive
Well over 10% of Puerto Ricans aged 18+ plan to purchase or lease a new vehicle.
Next New Purchase/Lease—Auto Type
Source: Puerto Rico Radio Market Report. The Qualitative
Diary. Fall 2011. P18+
8.8
1.1
1.6
2.2
0.7
Car Pickup Truck Sport/Utility Vehicle Van/M inivan Motorcycle
Target % Comp
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
58.0
42.0
77.7
22.3
Made Purchases Did Not Make Purchases
26
Puerto Rico Preferences: Department Stores Purchases
Nearly 78% of women and 58% of men 18+ made purchases at department/clothing stores during the past month.
Purchased At Department/Clothing Stores—Past 30 Days
Source: Puerto Rico Radio Market Report. The Qualitative
Diary. Fall 2011. Women 18+, Men 18+
Men
Women
Target % Comp
Puerto Rico Radio Today. 2012 Edition © 2012 Arbitron Inc.
22%
57%
21%
27
Puerto Rico: Quick Service Restaurant Visits
Some 79% of 12+ Puerto Ricans visited a quick service restaurant in the past 30 days.
Have Visited Quick Service Restaurants—Past 30 Days
Source: Puerto Rico Radio Market Report. The Qualitative
Diary. Fall 2011. P12+
None
1-4 Visits
5 or More Visits
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