Radio Popular with the Mexicans 21/09/00 Arbitron has recently released its Media Targeting 2000-Mexico study. This latest study, following on the heels of a similar Japanese study published in June 2000, examines how consumers watch, listen to, read and react to media in Mexico. Arbitron conducted the Mexico study in conjunction with BIMSA, a leading domestic market research company, and collaborated with the Association of Radio Broadcasters of the Valley of Mexico (ARVM) on the final output. The first wave of the study results, released at the beginning of August, includes detailed information on consumer categories such as age, gender, occupation, key socio-economic attributes, car ownership and many others. The remaining two waves, to be released in November 2000 and January 2001 respectively, will include information on additional consumer categories and will bring the total number to over 115. The aim of Arbitron's Media Targeting Studies is to discover how consumers in a particular culture or geography interact with the major media (radio, TV, newspaper and magazines) and how this relationship affects their shopping or purchasing habits. In terms of the prevailing media preference, the results of the Mexico study closely resemble those from Japan, with radio outperforming all other media outlets during the key shopping times. A few other radio-related highlights from the study include: Radio reaches nine out of 10 people in Mexico every week. The vast majority of listeners tune in to the radio in late morning and early afternoon. Three quarters of in-car commuters tune in to radio. Data collection for the Mexico study took place in the Mexico Federal District and 17 surrounding municipalities over a four-week period from November to December 1998. Personal interviews of a single 12+ resident of a household were conducted, with the final results based on a sample of 1,264 participants.