Is Tejano Music Dead?

[saradio1]

From KSAT 12:

SAN ANTONIO - Tejano music is familiar to most San Antonio families. Whether at a dance hall, a wedding or even just a backyard barbecue, if you grew up in South Texas, you likely have a memory of dancing with aunts and uncles to the sounds of accordions and synthesizers. But is Tejano music still relevant?

In April, 107.5 FM stopped broadcasting KXTN, a station known for playing the genre.


https://www.ksat.com/news/news-at-9...um=social&utm_campaign=snd&utm_content=ksat12

 

[AnyHuman]

I guess it isn't completely dead, as 98.9 KLMO broadcasts that format.
http://klmo989fm.com/

 

[davideduardo]

I guess it isn't completely dead, as 98.9 KLMO broadcasts that format.
http://klmo989fm.com/

That station has a city grade coverage population of 25,000 persons. Even out to the 60 dbu it is well under 100,000 persons covered.

 

[Gregg.]

Two AM stations in San Antonio play Tejano music, including KXTN's AM station. One of the stations has an FM translator. Of course, as David said, none of these stations has the Class C coverage that KXTN-FM had.

BTW, KVBH, the Rhythmic AC station that replaced KXTN-FM, is only ranked at #17 in the San Antonio ratings. So Univision's revenue for blowing up KXTN-FM is not much different. KXTN-FM's audience may have been older but it was also larger.

And it's interesting to note that no Spanish-language station makes the top 10 in San Antonio. And only one is in the Top 15. KROM is #11, Univision's Regional Mexican outlet.

 

[davideduardo]

BTW, KVBH, the Rhythmic AC station that replaced KXTN-FM, is only ranked at #17 in the San Antonio ratings. So Univision's revenue for blowing up KXTN-FM is not much different. KXTN-FM's audience may have been older but it was also larger.

KVBH is essentially a start-up, as its final music blend did not start till this month. And it already has quite a bit more 25-54 listening than KXTN did.

KXTN on AM gets a 0.1 share in 25-54, but between a 0.8 and 1.0 in 12+ and has been as high as a 2.3 in 55+. The format is really old.

And it's interesting to note that no Spanish-language station makes the top 10 in San Antonio. And only one is in the Top 15. KROM is #11, Univision's Regional Mexican outlet.

KROM is well inside the top 10 in 25-54. The issue with Spanish language is that less than 10% of the market is Spanish dominant, even though 50% is Hispanic.

 

[BamaTX]

KVBH is essentially a start-up, as its final music blend did not start till this month.

So Gregg is right? If the format is still being tweeked this far into its launch, then it hasn't been as successful as it was hoped for, was it?

I'm not sure what else Univision can try on that stick considering they don't stray far from Spanish language formats. After the demise of Hot in San Jose, are KBBT and KVBH the last two non-spanish formats left for Univision?

 

[davideduardo]

So Gregg is right? If the format is still being tweeked this far into its launch, then it hasn't been as successful as it was hoped for, was it?

Lots of new formats take time to grow, particularly gold based ones. In the 3rd week of the October book, KVBH has moved, nicely, into the 7th place in 25-54 in the market. The last several weeks have shown marvelous upward trending.

Considering that the station was in the very low 2's and high 1's in that demo as a tejano station, this is already an increase of more than double and almost triple the previous sales numbers.

I'm not sure what else Univision can try on that stick considering they don't stray far from Spanish language formats. After the demise of Hot in San Jose, are KBBT and KVBH the last two non-spanish formats left for Univision?

KBBT is now either 3rd and 4tth in its 18-34 and 18-49 targets, and KVBH seems to be moving inside the top 10 very quickly. Why would any other format even be on the table.

 

[saradio1]

Lots of new formats take time to grow, particularly gold based ones. In the 3rd week of the October book, KVBH has moved, nicely, into the 7th place in 25-54 in the market. The last several weeks have shown marvelous upward trending.

Considering that the station was in the very low 2's and high 1's in that demo as a tejano station, this is already an increase of more than double and almost triple the previous sales numbers.



KBBT is now either 3rd and 4tth in its 18-34 and 18-49 targets, and KVBH seems to be moving inside the top 10 very quickly. Why would any other format even be on the table.

David, thanks for the breakdown.

 

[saradio1]

Lots of new formats take time to grow, particularly gold based ones. In the 3rd week of the October book, KVBH has moved, nicely, into the 7th place in 25-54 in the market. The last several weeks have shown marvelous upward trending.

Considering that the station was in the very low 2's and high 1's in that demo as a tejano station, this is already an increase of more than double and almost triple the previous sales numbers.



KBBT is now either 3rd and 4tth in its 18-34 and 18-49 targets, and KVBH seems to be moving inside the top 10 very quickly. Why would any other format even be on the table.

What stations do you think Vibe is getting their listeners from? KONO? Magic? Jack? Q?

 

[davideduardo]

What stations do you think Vibe is getting their listeners from? KONO? Magic? Jack? Q?

Stations don't take listeners from other stations, they share with them.

The sharing for WVBH likely includes all the contemporary stations, including The Beat, KTFM and the like as well as everything from the country to the Spanish language pop stations.