Is California one of the few states where several markets lack Top 40s?

[Radio Radio Listener]

I kind of find this phenomenon interesting. In California, there are multiple markets that lack (Mainstream) Top 40 stations, and there are some that do have them but underperform in their ratings.

Markets that do not have Top 40 radio:
El Centro
The Inland Empire (At least their own anyway. KIIS-FM may reach at least some of the market)
Victor Valley (LA stations suffer multipath around that particular area)
Santa Barbara
Santa Maria
San Luis Obispo
Monterey
Merced

Markets where Top 40 may be underperforming:
Palm Springs
Ventura County
Antelope Valley
Fresno
Visalia
Bakersfield
Stockton

Note that for much of the 2000s, San Francisco did not have a Top 40 radio station. (It now has two, 99.7 NOW and WiLD 94.9, the latter a former Rhythmic) Another thing to note, on the opposite end of the Rhythmic spectrum, Hot ACs in California, for the longest time, tend to lean on the more Modern AC side of music, such as Alice 97.3-KLLC San Francisco, the late Star 98.7-KYSR Los Angeles, and, to an extent, 104.3 MYFM-KBIG Los Angeles. This stands in contrast to the fact that many Hot ACs in the United States are beginning to eschew Modern AC pop-rock material, well in line with similarly formatted radio stations around the world, such as Heart in the UK, 104.6 RTL in Berlin, Dubai 92 in Dubai, Mix in Malaysia, etc. But back to the topic. In the 2000s, it's either hot or cold when it comes to picking the spectrum of popular music on the radio in California, with less of anything in between.

Now I know that demographics come to play here, as Hispanics are more receptive towards the Hip-Hop/Rhythmic format. But in places like El Paso and the Rio Grande Valley (both in Texas), they have Top 40s that do relatively well. In addition, Albuquerque has 93.3 KOB, which performs well in the ratings. In Miami-Ft Lauderdale, a Hispanic-majority market, two Top 40s (Y100 and Hits 97.3) usually are both in the Top 10 in the ratings, and even Power 96 has started to sound more Top 40 over the years.

Across the border, in Mexico, several Top 40 stations, such as Exa FM and Los 40 Principales, have thrived, eclipsing the popularity of what American radio programmers call "Regional Mexican."

But can anyone explain the phenomenon of California eschewing the Top 40 format in favor of Rhythmic radio? It seems like a unique phenomenon in the Golden State, whereas in other parts of the country, Top 40 radio is practically king.

 

[davideduardo]

Now I know that demographics come to play here, as Hispanics are more receptive towards the Hip-Hop/Rhythmic format.

That is a broad generalization. Hispanics (a term invented in and used in the US) who listen to CHR tend to be very subject to peer group influence, as teens and young adults have been, irrespective of culture or ethnicity, since Top 40 was created 65 years ago.

Whatever kids in school and, often, college or at one's first job, listen to is going to be fairly "sticky" and help influence taste.

But in places like El Paso and the Rio Grande Valley (both in Texas), they have Top 40s that do relatively well.

CA markets are still, predominantly, first generation. Albuquerque is vastly and predominately later generation. Same for El Paso and the LRGV. That changes tastes so much that in places ranging from San Antonio to the LRGV to ABQ the country station (s) perform as well with Hispanics as with non-Hispanic whites.

In Miami-Ft Lauderdale, a Hispanic-majority market, two Top 40s (Y100 and Hits 97.3) usually are both in the Top 10 in the ratings, and even Power 96 has started to sound more Top 40 over the years.

And the usage of those stations by Hispanics is less than it was a decade or two ago, so it is likely that some adjustments will be made by one or more of the stations.

Across the border, in Mexico, several Top 40 stations, such as Exa FM and Los 40 Principales, have thrived, eclipsing the popularity of what American radio programmers call "Regional Mexican."

"Regional Mexican" is a term invented at the retail level for record stores and rack jobbers. In México, the format is known as "grupera" and many of us call it that here in the US as the other term is not accurate.

In the mother of all markets, CDMX, the two leading regional stations get over 15 share, while Exa gets a 4 share and Los 40 (they eliminated the "principales" a year ago) gets under a 2 share. That is typical for the relationship between CHRs in Mexico and the Grupera stations, which are always as a group and individually dominant.

But can anyone explain the phenomenon of California eschewing the Top 40 format in favor of Rhythmic radio? It seems like a unique phenomenon in the Golden State, whereas in other parts of the country, Top 40 radio is practically king.

Increasing percentages of Hispanics vs. all others in 12-34 and also in the CHR target of 18-34 women. Higher percentage of first generation (home influence) than other states. Success of more rhythmic oriented stations vs. traditional pop/rock/alternative leaning CHRs.