Urban Radio Listeners Are Big Spenders

Urban Radio Listeners Are Big Spenders

Scarborough Research Finds that Urban Format Listeners Rank Among the Highest Spenders in the Automotive, Wine, Sports Apparel, and Wireless Categories

Spending Distinctions Found Within Various Urban Formats

NEW YORK, Feb. 8 /PRNewswire/ -- Scarborough Research, the leading authority for identifying the shopping, media and lifestyle patterns of adults in the United States, released an analysis which finds that Urban Radio Listeners* are big spenders in many significant retail categories, including automotive, sports apparel, wine, and wireless.

When it comes to automotive, one of the top advertising categories for radio, Urban Radio Listeners are 52 percent more likely than all U.S. adults to plan to purchase a luxury vehicle during the next year. This accounts for more than one-quarter (27 percent) of intended luxury vehicle purchases nationally during the next 12 months.

Urban Radio Listeners also demonstrate purchasing power when it comes to sports apparel. They account for more than one-third (35 percent) of consumers who spend $500 or more on athletic clothing yearly. In the sports league and team apparel category, Urban Radio Listeners are more than twice as likely as all consumers to have purchased NBA apparel and 37 percent more likely to have purchased NFL apparel in the past year. Additionally, Urban Radio Listeners who purchased athletic shoes during the past year spent an average of $142 on these shoes, versus the national average of $123.

Urban Radio Listeners tend to be high-end spenders for wine and wireless services. They are 43 percent more likely than the national average to "usually" spend $20 or more on a bottle of wine. It would also appear that they like to talk on the phone. Urban Radio Listeners' monthly wireless phone bill is 10 percent greater than the national average ($64 monthly for Urban Radio Listeners vs. the national average of $58.).

"Urban radio delivers an audience eager to make high-end purchases in all types of categories," said Mario Christino, Corporate Director of Sales & Marketing, Radio One Inc. "Local and national advertisers alike can tap into this lucrative consumer group by appealing to their interest in luxury goods. Feelings of self-worth and personal success are strong motivators in the purchases of high-end luxury items."

Even more spending distinctions can be found when comparing the different formats that make up Urban Radio. For example, 10 percent of Rhythmic Contemporary Hit Radio Listeners say they usually spend $15 or more on a bottle of wine, versus just four percent of Contemporary Inspirational Listeners. While 15 percent of Gospel Listeners spent more than $100 on athletic shoes during the past year, this increases to 22 percent for Urban Oldies listeners. On the other hand, Gospel Listeners tend to be the biggest spenders among Urban Radio Listeners when it comes to men's business clothing, with those making a purchase in the past year spending an average of $270. Contemporary Inspirational Listeners, in contrast, had an average expenditure in this category of just $237.

"The nuances among listeners of various urban formats provide advertisers with an opportunity for very precise targeting," said Howard Goldberg, Senior Vice President, Radio Services, Scarborough Research. "It is crucial that marketers analyze format distinctions across retail categories. Examining luxury vs. value, name brand vs. generic, older vs. younger, and Los Angeles vs. Atlanta, for the various urban formats can demonstrate important differences."

Demographically, Urban Radio Listeners tend to be young (more than twice as likely as all consumers to be ages 18-24), single (twice the national rate), and African American (almost four times as likely). Forty-two percent of Urban Radio Listeners have an annual household income of $50K+, making them 10 percent less likely than all consumers to be in this income bracket.

"Advertisers seeking to target the urban consumer must understand that this community has operated from the mindset of disproportionate spending and destination shopping for centuries. Urban buyers are also motivated to spend by factors other than just price, including but not limited to personal satisfaction, instant gratification for early adopters, reliability and quality," said Julian Davis, Director of Urban Media Services, Arbitron Inc. "Marketers who not only genuinely become involved with the community, but who also consider population density and other factors beyond income levels, will be successful in increasing brand loyalty and product sales among urban consumers."

The markets where the most Urban Radio Listeners can be found closely mirror those markets with the most Black/African-American radio listeners. New York tops the list, with nearly 4.3 million Urban Radio listeners. Rounding out the top 5 markets are Los Angeles, with 2.7 million Urban Radio listeners; Chicago (1.7 million), Atlanta (1.2 million), and Philadelphia (1.1 million). Nationally, 18 percent of consumers tune in to Urban Radio.

dates February 2003 - March 2004). The Scarborough USA+ database is a national
study of consumer behaviors, including lifestyles, media patterns, and retail
preferences. The wine and wireless category information is based on six months
of data .

About Scarborough Research
Scarborough Research is the leader in identifying local, regional and
national shopping patterns and media usage for the American shopper. With a
sample size of over 200,000 adults nationally covering 75 local U.S. markets
and countless categories and brands, Scarborough data is a valuable tool for
marketers and media professionals in their quest to achieve optimum marketing
and sales ROI. Scarborough Research is a joint venture between Arbitron Inc.
and VNU Media Measurement & Information. For additional information, please
log on to http://www.scarborough.com.

* Urban Radio Listeners are consumers 18+ who listen to Contemporary
Inspirational, Gospel, Rhythmic Contemporary Hit Radio, Urban AC, Urban
Contemporary, or Urban Oldies.

SOURCE Scarborough Research


Source: : Scarborough Research, Scarborough USA+ 2004 Release 1 (collection

CONTACT: Allyson Mongrain, +1-703-451-3174, amongrain@scarborough.com, or
Deirdre McFarland, +1-646-654-8434, dmcfarland@scarborough.com, both of
Scarborough Research

Web site: http://www.scarborough.com/


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