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IT HAD TO HAPPEN sooner or later: Seeking yet another field of consumers to harvest, Arbitron has now surveyed the listening habits of children between the ages of 6 and 11. It's a radio industry attempt to grab advertisers away from television and print.
And wouldn't you know it, the top kiddie stations in New York turn out to be just about the same as the top grown-up stations: Contemporary hit Z-100 (WHTZ/100.3 FM) and contemporary hit Hot 97 (WQHT/97.1 FM) finished as Nos. 1 and 2, with perennial champ adult contemporary Lite FM (WLTW/106.7 FM) close behind. Not surprisingly, oldies WCBS/101.1 FM didn't make the top five; more surprisingly, Radio Disney (WQEW/1560 AM) didn't show up.
The survey was conducted in February and March in New York, Los Angeles and Minneapolis; Arbitron diaries were distributed as usual, but with an added section for "kids and tweens" and a request that parents help their kids fill them out.
It turns out that, for this one time at least, children are...