For many broadcast media owners and C-Suite executives, Nielsen Audio ratings are the stuff of PDs or GSMs. But, the overall health of a radio station is largely dependent on its total listener exposure as measured in a PPM report, or by the number of listeners it has in a diary-based survey.
In Los Angeles, Spanish Broadcasting System (SBS) is locked in a tight three-way battle for regional Mexican listeners, as its KLAX-FM “97.9 La Raza” takes the midday crown.
But, it is the rise of KXOL-FM “Mega 96.3” that warrants attention. Could the substantial gains seen by this Latin Urban and “trap music” hub be replicated in your market?
The answer could come by way of this exclusive 15-minute Hispanic Radio Podcast, hosted by RBR+TVBR Editor-in-Chief and Hispanic Market Overview publisher Adam R. Jacobson. In this installment, Jacobson chats with Juan Carlos Hidalgo, VP of West Coast Programming, for SBS about how Los Angeles — and the nation — has seen a complete transformation in what young Latinos gravitate toward.
Both La Raza and Mega are benefiting from these changes.
Listen to the latest Hispanic Radio Podcast below:
Juan Carlos Hidalgo has been a great radio consultant from many, many years in the most competitive markets! Great Job Juan Carlos! I am very proud of every “Paisa” (Body) who conquers the air waives with their Talent like yours! Once I told a friend of mine who recently passed away (Ricardo Salazar): “With two guys like Juan Carlos Hidalgo, I may conquer the world!!”
So, Good for you Juan Carlos. Keep doing that great job! I heard the Mini Podcast, and It was a great interview. My only small and limited suggestion for the interviewer: Don’t ever talk over the vocals of a song (Even it’s a podcast. It doesn’t sound professional) 🙂 !
Los Angeles its the most important city of the United States when we talk about Hispanics from Mexico, Centro, and South America, and in order to compete in those markets, you need to have the best Radio’s signal, the best equipment, the best DJ’s, the best programming, The Best engineering, but the most important of all: THE BEST MINDS WHO WILL HELP YOU TO CREATE THE GREAT CONTENT THAT WILL HELP YOU TO COMPETE IN THOSE HIGHLY DESIRED MARKETS, and JUAN CARLOS IS ONE OF THEM!
That’s about it!! Saludos a todos!!!