Arbitron Incorporates Scarborough Data Into Study

Arbitron has released its annual update on radio listening and formats. “Radio Today: How American Listens to Radio,” 2003 Edition, now includes consumer data from Scarborough. According to Arbitron, the move is an effort to develop a comprehensive profile of listening across America.
Scarborough’s data helps to demonstrate the uniqueness of every format and how each format attracts an audience with distinct purchasing behavior and leisure inclinations.
The study can be downloaded for free at www.arbitron.com/study/radio_today02.asp.
Among the findings:
New adult contemporary/smooth jazz listeners are a fitness-conscious audience and are 53 percent more likely than average to buy a new luxury car, 38 percent of those who play golf are news/talk/information listeners, rock listeners are 35 percent more likely than average to have a home improvement loan, and Spanish-language radio listeners spend the most per week on their grocery bill compared to listeners of other formats.