-As expected and previously discussed in prior posts, Spanish language stations are thru the roof due to Arbitron’s newly implemented “language preference” strategy in response to the new census data. Both KISF and KWID were up over 20% from Holiday to January.
"Language Preference" is not a strategy. It's just part of doing one of the many things the MRC requires to certify the methodology and implementation in Las Vegas.
A very finite and very slowly changing percentage of Hispanics are either English dominant or Spanish dominant. If 30% of the market is Hispanic (just using a round number) and 60% of Hispanics are Spanish dominant, the 18% of the sample should be Spanish dominant Hispanics.
This is no different than the LA market where 9.9 million live in LA County and 3.0 million in Orange County. The sample should be about 22% in Orange and the rest in LA county... if it were not, there would be a failure on the geographic stratification variable and the sample would be wrong.
The Hispanic language based sample has been wrong for decades. Finally, Arbitron can correct this.
The incorporation of language preference as a stratification variable in Las Vegas has nothing to do with the Census. Until the beginning of the January survey, Arbitron had no way of establishing a sample quota for Spanish dominant or English dominant Hispanics, because the provider of the data in all other markets did not do an enumeration in Las Vegas. Now they do, Arbitron buys the data from them (Nielsen, to be specific) and now the survey is going to be much more consistent in including the proportional number of each language preference group, book to book, by properly and proportionally balancing the panel.