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Report: PPM Data Shows Value Of Urban Audience
NEW YORK -- September 25, 2007: Urban radio remains the best way to reach black consumers, according to a new presentation by ROI Media Solutions based on Arbitron Portable People Meter data. In Philadelphia, more than 91 percent of black listeners 12 and older listened to at least one of the market's five Urban-oriented stations over the course of a typical week.
ROI's "Urban Radio in the PPM World," introduced at the Interep Power of Urban Radio Summit in New York last week, is designed to be used by Urban broadcasters to sell the value of their radio stations to advertisers and marketers.
The presentation also points to the importance of the black community to the local economy in Philadelphia, where African-Americans make up 20 percent to 30 percent of the customer base for major retailers and financial institutions.
ROI notes that PPM ratings show that 67 percent of Philly's African-American daytime radio audience is employed full- or part-time, compared to 62 percent of the Philadelphia radio audience overall. Radio One President/CEO Alfred Liggins said electronic measurement is "demonstrating the 'working persons' advantage that Urban radio offers marketers who want to reach the brand-conscious and brand-loyal African-American consumer."
ROI Media Solutions created the presentation with Arbitron's support and in consultation with NABOB and a joint industry committee of Urban broadcasters from companies including Emmis, Clear Channel, CBS Radio, Radio One, and Interep.
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