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Big Changes in Hispanic Radio Ratings
January 31, 2005
By Katy Bachman
Facing an influx of new competition, Univision Radio, the largest Spanish-language radio group, has taken its share of ratings hits. But in Arbitron's recently released Fall ratings book, the group has bounced back on top, most notably in Los Angeles, where Univision and Spanish Broadcasting System have been cranking up their marketing in a fight for the lead.
In L.A., Univision's Eddie "Piolín" Sotelo, host of Piolín por La Mañana on KSCA-FM, is giving El Cucuy (Reán Almendárez Coello), who jumped from Univision to SBS' KLAX-FM last April, a run for his money. Both stations program a Regional Mexican format. After trailing for two surveys, Piolín surged ahead of Almendárez in adults 18-34, propelling KSCA to No. 10 from No. 15 and within 0.3 of a rating point of KLAX. That station dropped to eighth from second among all L.A. stations.
"Piolín is the heir apparent [to Almendárez]," said Gary Stone, COO of Univision Radio, who noted that while Almendárez's strength is among adults, Piolín's primary target is young Hispanics, who make up the biggest percentage of the Hispanic population. Univision has syndicated Piolín in six other markets to equally strong ratings success.
Piolín is also the adults 18-34 demo leader in San Francisco (KSOL-FM), Phoenix (KHOT-FM) and Dallas (KESS-FM). Those stations all rank as the No. 1 Spanish-language station in their market and among the top five, regardless of language.
While most of the attention in L.A. is on the shootout between KLAX and KSCA, Liberman Broadcasting's Regional Mexican station, KBUE (simulcast on KBUA and KEBN), is an equally strong contender, placing ninth in the ratings. And as the three Regional Mexican stations steal each other's audience, KLVE-FM, Univision Radio's Romantica station, was able to move up three rungs to No. 3 overall, bumping KLAX out of the top Hispanic radio position in the market.
While SBS and Univision continue to solidify their position in certain markets (SBS still leads Hispanic radio ratings in New York), there is still plenty of room for other groups to capitalize on the Hispanic boom.
In Atlanta, "Viva" WWVA-FM, Clear Channel's newest Spanish-language station, which launched Sept. 16, debuted at No. 6 in the ratings with a 4.6 overall share, from a 0.8 when it was a Talk outlet, making it the top Hispanic station in the market.
Among the 18-34 target, WWVA was No. 2 overall with an 11.3 share.
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