Arbitron released the first “currency” radio ratings from the Houston Portable People Meter radio ratings service.
Houston is the second market, after Philadelphia, to measure radio audience with the technology. The June PPM survey ratings cover listening from May 31 through June 27.
Arbitron said PPM data in Houston show that radio delivers consistently high levels of weekly and daily cume audiences.
Also, Hispanics and African-Americans spend more time listening to radio than other consumer segments of the Houston radio metro, it said. The PPM data shows that over the course of a week, 95.5 percent of African Americans, ages 6+, listen to radio, as do 95.8 percent of Hispanics.
Unlike diary-based radio ratings, which measure persons age 12 and older, children as young as 6 are eligible to participate in PPM-based radio ratings. This makes children age 6-11 the newest demographic for radio audiences.
During April, 476,500 children in that age range were exposed to radio over the course of a week, or 95.8 percent of all children 6–11 in the Houston radio metro.