“As the U.S. Hispanic population continues to grow, Clear Channel Radio recognizes the importance of expanding radio programming that appeals to the unique tastes and styles of this diverse group,” said Alfredo Alonso, SVP of Hispanic Radio, Clear Channel Radio.
From Spring 2004 to Spring 2005, Clear Channel’s Spanish-language formatted stations saw their Average Quarter Hour (AQH) share - a key audience metric followed closely by media buyers and advertisers - increase significantly. Highlights include:
Spanish-language formats boosting AQH Share of the entire market, Persons 12+
KSJO-FM serving San Jose, CA, registered a 130% increase in AQH Share.
Las Vegas-based KWID-FM, increased its AQH share by 83% versus last year
The first station to flip its format under Clear Channel’s Spanish-language format initiative, WWVA-FM serving Atlanta, increased its AQH share by a whopping 312.5% over last year.
Hurban format driving up AQH Share among Adults 18-34:
KLOL-FM, America’s first Hurban-formatted station, increased its AQH audience share by 42% after introducing the format in November 2004.
Albuquerque’s KABQ-FM rises from #15 to #6 in the market, after achieving an increase of 126% in AQH share among adults 18-34
WMGE-FM serving Miami posted a 24% increase in AQH share over the past year.
Clear Channel’s Spanish-language formats rank higher than most general market stations in ratings persons 12+
KSMY-FM Santa Maria - #1 station in the market
KPRC-FM Monterey - #2 in the market
KKDJ-FM/KDFO-AM - tied for #1 in the market
KSPE-FM Santa Barbara - #2 station in the market
Under Clear Channel Radio’s multi-market, Spanish-language programming initiative, which launched in September 2004, the company announced it will convert some 20-25 stations to a Spanish-language format by the end of 2005.
Not quite a year into the initiative, Clear Channel Radio has converted 12 radio stations to Spanish-language programming, bringing its total of Spanish-language formatted stations to 23.
Spanish-language formats vary considerably according to regional tastes. Under the initiative, Clear Channel Radio has explored a wide array of Hispanic formats, including Regional Mexican, Tropical and Contemporary, as well as the young-skewing Hurban format.
- From a Clear Channel Radio Press Release
(The author wishes to disclose he is an employee of Clear Channel.)
