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.