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Radio Popular with the Mexicans
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21/09/00
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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.
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