Spanish-Language Radio Tops the Arbitrons
Spanish-language radio assumed even larger dominance in the Los Angeles-Orange County market with the release of the latest Arbitron ratings on Tuesday. For the first time, the top three rating numbers belong to three Spanish stations. An English-language station is tied for third.
KSCA-FM (101.9), a Mexican regional music station, took clear command of first place by attracting an average 6.9% of the audience 12 and over for the period covering Sept. 24-Dec. 16. That’s nearly a full percentage point jump from the previous quarter, when it was tied for first with KLVE-FM (107.5). KLVE, playing adult contemporary music, moved up its share to 6.5% but fell to second place.
Tied for third place with a 4.1% share of audience is KLAX-FM (97.9), also playing Mexican regional music, which jumped from the previous survey’s 3.2% share and an 11th-place tie, and hip-hop KPWR-FM (105.9). The latter station now holds the highest rank among English-language stations. Last quarter, that distinction belonged to urban station KKBT-FM (92.3), but for the final three months of 1998 it dropped to sixth place at 3.8%.
KLAX’s jump capped a yearlong drive that has seen the station nearly double its audience share while moving from 19th place. KLAX’s parent company, Miami-based Spanish Broadcasting System, spent several million dollars to upgrade the station’s signal and fine-tune its format. In October, the station hired Phil Jones as program director.
“He’s done a great job,” KLAX general manager Eddie Cancela said Tuesday. “I think we’ve finally got a great team. Everything’s paying off.”
In talk radio, KFI-AM (640) moved up a half-percentage point to a 3.9% share and fifth place. KABC-AM (790), which is continuing to alter its lineup, took a tumble, dropping from 2.8% to 2.4% and 14th place, the lowest rating it has had in this decade. KLSX-FM (97.1) is tied with KABC.
Meanwhile, talk station KIEV-AM (870)--which revamped its lineup under new ownership last August, bringing in Michael Reagan and Michael Medved--moved from 0.4% and 36th place to 0.8% and 28th place.
In the key morning drive period from 6-10 a.m., KSCA’s Renan Almendarez Coello extended his lead for the top spot, moving to 10.5% from 9.1%, while KLVE competitor Pepe Baretto held second place with 7%, up from 6.6% last quarter.
KLSX’s Howard Stern remained the highest rated English-language morning host, dropping from a 5.1% to a 4.7% share and finishing in third place. In fourth place, KFI moved up from 3.8% to 4.3%, putting the station in striking distance of Stern. Bill Handel is KFI’s morning man from 5-9 a.m.
In the 25- to 54-year-old demographic that advertisers favor, the three Spanish stations held the three top slots--KSCA with an 8.6% share, followed by KLVE at 7.5% and KLAX at 5%--while easy-listening jazz station KTWV-FM (94.7) took fourth place and the lead among English-language stations with a 4.1% share.
Times staff writer Kevin Baxter contributed to this report.
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Radio Ratings
The area’s Top 25 stations and their Arbitron ratings for the final three months of 1998 compared with the previous quarter of the year:
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CURRENT LAST QUARTER 1. KSCA-FM 6.9 6.0 2. KLVE-FM 6.5 6.0 3. KLAX-FM 4.1 3.2 KPWR-FM 4.1 3.7 5. KFI-AM 3.9 3.4 6. KKBT-FM 3.8 4.0 7. KOST-FM 3.6 3.9 KIIS-FM 3.6 3.5 9. KTWV-FM 3.5 3.3 KROQ-FM 3.5 3.4 11. KRTH-FM 3.0 3.4 12. KCMG-FM 2.8 3.2 13. KYSR-FM 2.5 3.1 14. KLSX-FM 2.4 2.5 KABC-AM 2.4 2.8 KBIG-FM 2.4 2.6 17. KLOS-AM 2.3 2.4 KCBS-FM 2.3 2.4 KLAC-FM 2.3 2.1 20. KZLA-FM 2.2 2.1 21. KNX-AM 2.1 2.1 22. KFWB-AM 2.0 2.1 23. KSSE-FM 1.9 1.8 24. KKGO-FM 1.8 1.6 KBUE-FM 1.8 1.3
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The ratings survey covers people 12 and older listening between 6 a.m. and midnight, from Sept. 24 through Dec. 16.