Puerto Rico Radio Today

Puerto Rico Radio Today How Puerto Rico Listens to Radio 2012 Edition INFORMATION FOR BROADCASTERS, AGENCIES, AND ADVERTISERS RSS-12-07747 3/12

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. 2

Contents 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 Qualitative Information About Puerto Rico Puerto Rico: Qualitative Profile 18+ 21 San Juan: Qualitative Profile 18+ 22 Puerto Rico: Media Exposure During One Week Time Spent Traveling to Work One Way 23 24 Puerto Rico Preferences: Automotive 25 Puerto Rico Preferences: Department Store Purchases Puerto Rico: Quick Service Restaurant Visits 26 27 3

Radio Reaches All Ages Over 94% of all persons 12+ listen to radio each week. Weekly Cume Rating 91.5 92.9 93.8 89.7 96.1 98.3 97.3 98.3 95.6 94.5 94.3 92.7 93.3 90.6 94.3 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women 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. Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. 4

Time Spent Listening Over all persons 12+ spend about 24 hours a week listening to radio. Time Spent Listening Hours and Minutes per Week 15:30 13:45 20:00 18:00 23:30 22:00 25:30 25:15 24:00 26:30 28:30 28:30 29:15 29:00 24:15 P12+ P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. 5

Working Women Working women spend more time listening to radio than nonworking women in the younger demos. 21:30 Time Spent Listening 25:00 23:30 26:00 26:45 19:15 W18-34 W25-54 W35-64 Working Women Nonworking Women Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. 6

Overnight Listening Overnight listening increases with age. Cume Rating 30.9 31.3 25.8 23.2 19.1 20.1 P18-34 P25-54 P35-64 Men Women Source: Puerto Rico Radio Market Report, Fall 2011 Monday-Sunday, Midnight-6AM. 7

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. Mon-Fri 6a-12m 10.2 16.8 Cume Rating 73.5 74.3 During drive times, more than two-thirds can be reached in their cars. Sa-Su 10a-7p 6.1 50.8 69.0 5.2 64.8 Mon-Fri 6a-3p 15.7 71.7 7.8 At Home In Car At Work Other Source: Puerto Rico Radio Market Report, Fall 2011. P12+. 8

Radio Is Strong on Weekends The vast majority of all men and women are reached by radio on the weekends. 67.0 71.6 70.4 75.2 Cume Rating 82.5 81.7 78.9 76.7 78.1 79.6 80.7 79.8 76.5 77.3 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Men Women Source: Puerto Rico Radio Market Report, Fall 2011, P12+, Saturday-Sunday, 6AM-Midnight. 9

Hour-By-Hour Listening Listening behavior changes hour by hour, and it has different trends during the week than on weekend days. 42.5 Cume Rating Monday-Friday 61.1 60.8 59.7 56.5 56.6 62.4 59.5 57.2 62.5 60.6 53.7 43.8 39.1 34.3 17.7 27.8 19.9 13.5 7.3 4.4 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 AM Noon PM Mid AM Cume Rating Saturday 4.0 8.6 15.6 21.0 24.7 25.4 25.6 26.8 26.1 24.3 23.0 21.8 17.8 13.3 13.2 11.5 9.3 6.7 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 AM Noon PM Mid AM Cume Rating Sunday 2.6 15.0 18.7 21.0 20.7 22.3 22.9 20.7 20.8 19.7 14.7 5.9 10.4 11.4 11.4 10.6 8.1 5.3 3.1 1.2 0.9 0.8 0.9 2.0 Source: Puerto Rico Radio Market Report, Fall 2011, P12+, 5AM-5AM. 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 AM Noon PM Mid AM 10

At Home vs. Away From Home Hour-by-hour listening has a different trend at home vs. away from home. 40.1 Cume Rating At Home 33.0 31.1 31.9 29.6 29.5 32.2 31.1 28.9 Away From Home 23.6 29.5 30.2 22.6 28.6 27.9 25.9 28.6 28.5 24.2 25.0 26.1 24.0 24.6 23.2 20.1 20.8 21.5 19.3 16.3 14.6 12.0 9.7 11.3 8.4 8.6 7.8 4.5 4.8 2.3 1.6 1.6 1.9 3.4 1.9 1.4 1.5 1.2 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 1.8 AM Noon PM Mid AM Source: Puerto Rico Radio Market Report, Fall 2011, P12+, Mon-Fri 5AM-5AM. 11

AM/FM Listening AM listening is clearly more popular as the audience matures. Cume Rating 91.0 91.1 91.4 87.6 76.3 49.3 34.4 24.9 9.5 15.1 P12-17 P18-34 P25-54 P35-64 P45+ AM FM Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. 12

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. 69.5 25.1 San Juan 5.4 AQH Share, Persons 12+ 68.8 10.3 20.9 East 68.5 12.3 North 19.2 69.9 64.1 64.1 4.7 9.0 8.4 25.4 26.9 27.5 Northeast South West AM FM No ID Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. 13

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 19:00 Time Spent Listening 9:15 9:45 5:15 5:15 Puerto Rico Tampa St. Louis AM FM Source: Puerto Rico, Tampa-St. Petersburg-Clearwater, and St. Louis Radio Market Reports, Fall 2011, P12+, Monday-Sunday, 6AM-Midnight. 14

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. Spanish Tropical Pop Contemporary Hit Radio Spanish Variety 6.1 Cume Rating 42.7 42.5 Latino Urban 16.3 News/Talk/Information 38.3 Spanish Talk 6.4 Adult Contemporary 20.0 Religious 3.2 Oldies 1.8 Christian Contemporary 7.3 Hot Adult Contemporary 15.2 Rhythmic Contemporary Hits 22.3 Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight 15

Format Listening by Region Radio formats perform differently in different regions. Adult Contemporary Cume Rating San Juan 23.7 News/Talk/Information 47.3 Easy Listening Latino Urban 13.8 13.8 Pop Contemporary Hit Radio 38.9 Spanish Religious Christian Contemporary/Gospel 2.6 3.0 Spanish Tropical 41.6 Spanish Variety 5.3 Cume Rating East Area Adult Contemporary Latino Urban 16.3 16.7 Pop Contemporary Hit Radio News/Talk/Information 32.6 34.9 Spanish Variety 15.1 Spanish Contemporary Christian 11.0 Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. Spanish Tropical 55.0 Format Listening by Region continued 16

Format Listening by Region (continued) Cume Rating North Area Adult Contemporary 23.7 News/Talk/Information 47.3 Easy Listening Latino Urban 13.8 13.8 Pop Contemporary Hit Radio 38.9 Spanish Religious Christian Contemporary/Gospel 2.6 3.0 Spanish Tropical 41.6 Spanish Variety 5.3 Cume Rating Northeast Area Adult Contemporary Latino Urban 16.3 16.7 Pop Contemporary Hit Radio News/Talk/Information 32.6 34.9 Spanish Variety 15.1 Spanish Contemporary Christian 11.0 Source: Puerto Rico Radio Market Report, Fall 2011 Monday-Sunday, 6AM-Midnight. Spanish Tropical 55.0 Format Listening by Region continued 17

Format Listening by Region (continued) Cume Rating South Area Adult Contemporary 12.8 Pop Contemporary Hit Radio 46.2 Latino Urban 13.8 News/Talk/Information 30.8 Christian Contemporary/Gospel 7.3 Spanish Variety 13.4 Spanish Tropical 40.9 Cume Rating West Area Adult Contemporary 21.5 Pop Contemporary Hit Radio 46.4 Latino Urban 23.2 News/Talk/Information 42.7 Oldies 3.2 Religious 9.7 Christian Contemporary/Gospel 13.2 Spanish Tropical 24.2 Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight. Spanish Variety 10.1 18

Format Shares by Sex Men and women have somewhat different format preferences. Spanish Tropical AQH Share 13.5 20.2 News/Talk/Information 16.7 19.8 Rhythmic Contemporary Hit Radio 6.2 7.4 Latino Urban 4.2 6.4 Adult Contemporary Hot Adult Contemporary Spanish Contemporary Christian Easy Listening 2.5 2.5 2.2 2.6 4.7 5.8 6.4 4.2 Spanish Variety Spanish News/Talk 2.0 1.8 1.9 2.2 Men Women Album Oriented Rock 1 1.8 Contemporary Christian 1.5 3.2 Source: Puerto Rico Radio Market Report, Fall 2011, Monday-Sunday, 6AM-Midnight, Men 12+, Women 12+. 19

Format by Time Spent Listening Time Spent Listening varies according to format. News/Talk/Information Time Spent Listening 15:00 Spanish Tropical 11:45 Spanish Oldies Religious 10:30 10:15 Pop Contemporary Hit Radio 9:15 Spanish Contemporary Christian Contemporary Christian Spanish News/Talk Rhythmic Contemporary Hit Radio Latino Urban Talk/Personality Spanish Variety Spanish Religious Album Oriented Rock Hot Adult Contemporary Adult Contemporary Easy Listening Spanish Contemporary 8:30 8:00 7:45 7:30 7:30 7:15 7:15 7:15 7:15 7:00 6:45 6:30 6:00 Variety 4:30 Urban Contemporary 3:45 Source: Puerto Rico Radio Market Report, Fall 2011 Monday-Sunday 6AM-Midnight. 20

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. Source: Puerto Rico Radio Market Report. The Qualitative Diary, Fall 2011. P18+ 21

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+ 22

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. Target % Comp Media Exposure Past 7 Days Source: Puerto Rico Radio Market Report. The Qualitative Diary, Fall 2011. Demographics: Persons 12+ 23

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 4% 43% 28% 24% Don t Commute Less than 20 Minutes 20-29 Minutes 30+ Minutes Source: Puerto Rico Radio Market Report. The Qualitative Diary, Fall 2011. P18+ and employed. 24

Puerto Rico Preferences: Automotive Well over 10% of Puerto Ricans aged 18+ plan to purchase or lease a new vehicle. Target % Comp Next New Purchase/Lease Auto Type 8.8 2.2 1.1 1.6 0.7 Car Pickup Truck Sport/Utility Vehicle Van/Minivan Motorcycle Source: Puerto Rico Radio Market Report. The Qualitative Diary. Fall 2011. P18+ 25

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. Target % Comp Purchased At Department/Clothing Stores Past 30 Days 77.7 58.0 42.0 22.3 Made Purchases Did Not Make Purchases Men Women Source: Puerto Rico Radio Market Report. The Qualitative Diary. Fall 2011. Women 18+, Men 18+ 26

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 21% 22% 57% None 1-4 Visits 5 or More Visits Source: Puerto Rico Radio Market Report. The Qualitative Diary. Fall 2011. P12+ 27

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