Urban, Spanish-Language Stations Dominate Major Radio Markets

October 7, 2008
Source: MarketingCharts.com

African Americans and Spanish-dominant Hispanics have the highest radio listening levels of all demographic groups, and continue to propel urban and Spanish-language stations to the top in major US markets, including New York, Chicago and San Francisco, according to Arbitron’s September PPM radio ratings.

The September PPM survey month covered the period from August 21 to September 17, and rated stations in New York, Los Angeles, Chicago, San Francisco, Nassau-Suffolk (NY), Middlesex-Somerset-Union (NJ), Riverside-San Bernardino (CA), and San Jose.

Key market findings:

    * In New York, the Steve Harvey Show on WBLS-FM (owned by Inner City Broadcasting) tied with news station WINS-AM for #1 among listeners age 25-54 in the a.m. drive.

    * In Chicago, “Piolin por La Mañana” on WOJO-FM was #1 among 18-34 year-olds in the a.m. drive. This happened after Univision Radio revamped its morning show on Radio La Que Buena 105.1 over the summer, moving “Piolin por La Mañana,” to WOJO-FM and resulting in a steady audience increase.

    * In San Francisco, Hip-Hop/R&B on KMEL-FM was #1 among those age 18-34. The Clear Channel station has been a consistent top performer and had the highest ratings among those age 18-34 for the total broadcast week. Also in the top 5 among 18-34 year-olds: KSOL-FM, Estéreo Sol 98.9-99.1 FM, the Univision Radio Mexican Regional station; KYLD-FM, WILD94.9, the Party Station, owned by Clear Channel and KRZZ-FM, 93.3 LA RAZA, a Mexican regional outlet owned by Spanish Broadcasting.

    * In Riverside-San Bernardino, Spanish Adult Hits on KLYY-FM was #1 among those age 25-54. Radio José FM 97.5, Entravision Communications’ Spanish adult hits station, has been a consistent top performer and held the top spot in ratings for the total broadcast week.