Arbitron Releases Results of Survey of Chinese Language Radio Listening in New York and Los Angeles.NEW YORK New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of -- Most Listening by Chinese-Speaking Asian Americans This page is a list of Asian Americans. Politics
Contemporary hit radio (also known as CHR, Contemporary Hits, or Top 40 Are Leading Choices among English-Language Stations Arbitron Inc. (NYSE NYSE See: New York Stock Exchange : ARB) released the results of its first ever surveys of radio listening by Chinese language consumers in the Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. and New York metropolitan radio markets. Conducted during the Winter 2005 radio survey, the two local market surveys found that 56.2 percent of radio listening by Chinese-speaking Asian Americans is to Chinese language radio. The leading English language English language, member of the West Germanic group of the Germanic subfamily of the Indo-European family of languages (see Germanic languages). Spoken by about 470 million people throughout the world, English is the official language of about 45 nations. formats for these listeners are adult contemporary (6.4 percent), news (6.2 percent) and pop contemporary hit radio (5.2 percent). The surveys also found that, over the course of a week, 82.5 percent of Chinese-speaking Asian Americans in New York and Los Angeles, age 12 and older, listen to the radio. These consumers spend an average of 16 hours each week with the medium. In addition, 53.6 percent of the Chinese-speaking Asian American A·sian A·mer·i·can also A·sian-A·mer·i·can n. A U.S. citizen or resident of Asian descent. See Usage Note at Amerasian. A audience attended some college and 23.1 percent live in households with incomes greater than $75,000. "The Chinese-language community represents a significant up-and-coming niche market A niche market also known as a target market is a focused, targetable portion (subset) of a market sector. By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. for advertisers," said Arthur Liu, chief executive officer, MultiCultural mul·ti·cul·tur·al adj. 1. Of, relating to, or including several cultures. 2. Of or relating to a social or educational theory that encourages interest in many cultures within a society rather than in only a mainstream culture. Radio Broadcasting The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , Inc. "Similar to the Hispanic market 20 years ago, the Asian population in this country is growing at an extraordinary rate with unparalleled education and income levels. Through these surveys, broadcasters and advertisers are able to quantify Quantify - A performance analysis tool from Pure Software. the size, composition and listening habits of the Chinese-language radio audience for the first time." "Media measurement has always been a challenge for Asian-American marketers, as the majority of available third-party research data do not provide an accurate representation of the Asian population," said Zan Ng, president of Admerasia, a leading Asian American advertising agency and a member of the Asian American Advertising Federation. "The studies are only conducted in English and does not account for Asians who may not be English-proficient. The Arbitron data represents a pioneering step for a more accurate measurement of Chinese-American radio consumption habits." About the Chinese Language Radio Audience in New York In the New York metro For the region, see . Metro New York is a free daily newspaper in New York City started in 2004. Its main competition is AM New York, with which it practices many of the same distribution and marketing strategies. survey area, an estimated 78.5 percent of all Chinese-speaking Asian Americans, age 12 and older, listen to the radio during a survey week (Monday-Sunday, 6:00 a.m. to midnight). These 380,300 persons spend an average of 16 hours each week with the medium. The top five radio stations for Chinese-speaking Asian Americans in New York are:
Weekly Weekly Time Market Share
Audience Spent of radio
Station Format (Chinese- Listening listening
American (hh:mm) (percent)
Persons 12+)
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WZRC-AM Chinese Language 175,400 18:30 53.5
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WINS-AM All News 67,200 4:45 13.9
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WHTZ-FM Pop CHR 64,500 3:45 13.3
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WLTW-FM Adult Contemporary 63,900 6:15 13.2
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WKTU-FM Rhythmic CHR 29,100 3:00 6.0
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About the Chinese Language Radio Audience in Los Angeles In the Los Angeles metro survey area, an estimated 88.3 percent of all Chinese-speaking Asian Americans, age 12 and older, listen to the radio during a survey week (Monday-Sunday, 6:00 a.m. to midnight). These 291,500 persons spend an average of 16 hours and 15 minutes per week with the medium. The top five radio stations for Chinese-speaking Asian Americans in Los Angeles are:
Weekly Weekly Market Share
Audience Time Spent of radio
Station Format (Chinese- Listening listening
American (hh:mm) (percent)
Persons 12+)
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KAZN-AM Chinese Language
(Mandarin) 110,200 10:45 25.1
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KMRB-AM Chinese Language
(Cantonese) 90,100 14:45 28.0
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KOST-FM Adult Contemporary 57,500 4:45 5.9
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KIIS-FM Pop CHR 54,700 5:45 6.4
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Chinese Language
KAHZ-FM (Simulcast of
KAZN-AM) 38,200 7:30 6.1
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"The Asian American Advertising Federation wants to commend com·mend tr.v. com·mend·ed, com·mend·ing, com·mends 1. To represent as worthy, qualified, or desirable; recommend. 2. To express approval of; praise. See Synonyms at praise. 3. Arbitron for measuring Chinese-language radio in two important Asian American markets," said Bill Imada, president of the Asian American Advertising Federation. "The data that has been collected by Arbitron clearly demonstrates the importance of Asian-language radio as a news, entertainment and information resource for the growing Chinese-American community. We also want to recognize the role that MultiCultural Radio Broadcasting played to ensure that U.S. marketers and agencies have the resources and research they need to appropriately target Chinese-American consumers." Based on the survey, Arbitron estimates that there are approximately 484,500 Chinese-speaking Asian Americans, age 12 and older living in the New York Metro Survey area, representing three percent of total persons 12+ population. In the Los Angeles metro, there are approximately 330,000 Chinese-speaking Asian Americans, age 12 and older, representing three percent of Los Angeles' total 12+ population. There are three full-time Chinese-language radio stations in the Los Angeles area and one in the New York metropolitan area New York–Northern New Jersey–Long Island is the most populous metropolitan area in the United States and the third most populous in the world, after Tokyo and Mexico City. . The survey took place during the Winter 2005 Arbitron survey period (January 6-March 30, 2005) among Chinese-speaking consumers, age 12 and older, in the Los Angeles and New York radio metros. The New York survey had an in-tab sample of 669 Chinese-speaking individuals and the Los Angeles survey had an in-tab sample of 599. Arbitron used a Chinese-language version of its standard radio diary to track the listening habits of Chinese-Americans in these two markets. The study was done on behalf of MultiCultural Radio Broadcasting. Arbitron also tracks the consumer, lifestyle and media habits of all Asian Americans through its Scarborough Research joint venture with VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User , Inc. How the Chinese Language Diary Study Was Conducted For most households, the first contact was a bilingual (English/Chinese) pre-alert postcard. The remaining households were contacted first by phone. Recruitment interviews were conducted in English, Mandarin Mandarin (măn`dərĭn) [Port. mandar=to govern, or from Malay mantri=counselor of state], a high official of imperial China. For each of the nine grades there was a different colored button worn on the dress cap. or Cantonese, based on the preference of the interviewee. All persons 12+ in eligible households were asked to take part in the one-week survey. However, only those persons identified as Chinese speaking were included in the final estimates. The respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. received the Arbitron survey and easy-to-follow instructions by mail. The diary and all ancillary materials were bilingual (English/Chinese). Respondents used an English/Chinese version of the Arbitron radio diary. Arbitron processed all data according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the policies for the syndicated radio measurement service, with the additional ability to handle written Chinese Written Chinese refers to the written symbols used to represent spoken Chinese, along with rules and conventions about how they are arranged and punctuated. These symbols are commonly known as Chinese characters (traditional/simplified Chinese: 漢字/汉字; entries. Radio listening data have been projected to the marketplace based on estimates of the Chinese-speaking Chinese population in the Los Angeles and New York radio metros. The data was released to subscribers on May 25, following the delivery of the Winter 2005 syndicated Arbitron market reports. The study is available for purchase by advertisers, agencies and broadcasters. About MultiCultural Radio Broadcasting MultiCultural Radio Broadcasting, Inc. is a leading ethnic media company with radio stations, television stations and printed publications serving consumers in over 22 languages. MultiCultural owns 47 AM and FM radio stations, covering ethnically diverse markets in the U.S. with programming in Mandarin, Cantonese, Japanese, Korean, Russian, Spanish, Vietnamese and other languages. About Arbitron Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies, national media representative companies and outdoor advertising companies in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. , Mexico and Europe. Arbitron's core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company is developing the Portable People Meter The Portable People Meter (sometimes mistakenly "Personal People Meter") or PPM, is a device developed by Arbitron to measure how many people are listening (or at least exposed) to individual radio stations and television stations, including cable TV. , a new technology for radio, television and cable ratings. Arbitron's marketing and business units are supported by its research and technology organization located in Columbia, Maryland Columbia is a census-designated place and planned community in Howard County, Maryland, United States. It is a suburb of Baltimore, and, to a lesser degree, Washington, DC. It began with the idea that a city could enhance its residents' quality of life. . Arbitron has approximately 1,700 employees; its executive offices are located in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . Through its Scarborough Research joint venture with VNU, Inc., Arbitron also provides media and marketing research services to the broadcast television, cable, magazine, newspaper and online industries. All product names used are trademarks or registered trademarks of their respective owners. |
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