Airwaves: May 5, 2006
Spanish Radio Rocks
The growing popularity of spanish-language radio, as well as some refinements
in Arbitron's methodology, have combined to give the spanish stations three of
the top-five -- and five of the top-ten positions in the Winter Arbitron ratings
released last week.
A strong showing by KIIS-FM gave the hit station the number one spot with
a 4.9 share of the audience, but biting at its heals was spanish contemporary
station KLVE at 4.8, followed by regional Mexican formats on KLAX (4.3)
and KSCA (4.2). Talker KFI rounded out the top-five with a 4.0.
A regional Mexican simulcast, KBUE and KBUA, came in seventh with
a 3.6, while the spanish oldies format of simulcast KRCD and KRCV was
tied at ninth place with Jack-FM at 3.4. That's the highest combined showing
for spanish stations ever in Los Angeles.
KFI was the hot talker in town as usual, but KABC worked its way back
to the number two position in the format, though it was in 17th overall with
a 2.3 share. How is that possible? Easy: KLSX lost most of its audience when
Howard Stern left for Sirius, and it dropped all the way to 24th with a 1.5,
the lowest rating 97.1 has had since, well, maybe ever. Liberal talker KTLK tied
with conservative talker KRLA with a 1.0 share and 29th place, effectively
canceling each other out ... just as my wife's votes cancel out mine in general
elections.
Country KZLA held on at 1.8, the sports stations all stayed under 1.0,
and KKGO finally started showing some growth now that it's the exclusive
standards station in town, doubling its Fall rating of 0.3. Can KKGO grow more
with a limited signal? Time will tell.
The full story: Each rating is an estimate of the percentage of listeners aged
12 and over tuned to a station between the hours of 6 AM and 12 midnight.
Station: Fall-Winter
KIIS-FM: 4.1-4.9; KLVE: 4.3-4.8; KLAX: 3.3-4.3; KSCA: 3.8-4.2; KFI: 4.0-4.0;
KOST: 4.4-3.8; KBUE/KBUA: 2.6-3.6; KROQ: 3.9-3.5; Jack-FM: 2.9-3.4; KRCD/KRCV:
2.1-3.4
The Wave: 3.2-3.3; Power 106: 3.5-3.2; KXOL: 3.6-3.2; K-EARTH: 2.7-2.7; Hot 92.3:
2.8-2.4; KSSE: 2.2-2.4; KABC: 2.4-2.3; KBIG: 2.3-2.1; The Beat: 2.4-1.9; KLOS:
2.1-1.9
KZLA: 1.7-1.8; KNX: 1.7-1.6; Star 98.7: 1.8-1.6; KLSX (Free-FM): 2.2-1.5; K-MOZART:
1.5-1.5; KJLH: 1.6-1.4; KFWB: 1.2-1.3; KLYY: 1.2-1.3; KHJ: 0.8-1.0; KRLA: 0.8-1.0
KTLK: 0.7-1.0; KFSH: 0.7-0.8; KTNQ: 0.6-0.8; KLAC: 0.6-0.7; KDAY: 0.9-0.6; KKGO/XSUR:
0.3-0.6; KTLX: 0.4-0.6; KWIZ: 0.6-0.6; KWVE: 0.6-0.6; KDLD/KDLE: 0.5-0.5
KKLA: 0.6-0.5; KSPN: 0.8-0.5; KWKW: 0.4-0.4; KGGI: 0.3-0.3
This Just In
Phil Hendrie is leaving radio to focus on television. His
last original broadcast will be June 23rd at 7 PM on KLAC. More details
as they develop.
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Copyright © 2006 Richard Wagoner and The Copley Press.
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