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Orlando's Three Latin Contemporary FMs - Any Differences?

G

Gregg.

In just a couple of years, Orlando has gone from one FM station aimed at Spanish-speaking listeners to three.

--Rumba 100.3 WRUM, owned by iHeart, premiered in 2005. While the trade publications still list it as "Tropical" it is really Contemporary, with a mix of Reggaeton and other hits.

--Two years ago this week, Cox flipped 96.5 WDBO-FM from Talk Radio to Exitos 96.5 WOEX. The name is "Hits" is Spanish. It saw a chance to tap into the increasing Spanish speaking audience in Central Florida.

--Two months ago, Rhythmic CHR WPYO became "El Nuevo Zol 95.3" (The New Sun). It is owned by Spanish Broadcasting and is co-owned with other El Zol stations including 106.7 WXDJ Miami-Fort Lauderdale. WPYO doesn't have the 100,000 watt transmitters of WRUM and WOEZ. But at 12,000 watts it covers Orlando and its suburbs.

In the latest ratings, WRUM is tied for #5, WOEX is #8 and WPYO is #21.

So is there any difference between them?
 
Gregg. said:
In just a couple of years, Orlando has gone from one FM station aimed at Spanish-speaking listeners to three.

--Rumba 100.3 WRUM, owned by iHeart, premiered in 2005. While the trade publications still list it as "Tropical" it is really Contemporary, with a mix of Reggaeton and other hits.

--Two years ago this week, Cox flipped 96.5 WDBO-FM from Talk Radio to Exitos 96.5 WOEX. The name is "Hits" is Spanish. It saw a chance to tap into the increasing Spanish speaking audience in Central Florida.

--Two months ago, Rhythmic CHR WPYO became "El Nuevo Zol 95.3" (The New Sun). It is owned by Spanish Broadcasting and is co-owned with other El Zol stations including 106.7 WXDJ Miami-Fort Lauderdale. WPYO doesn't have the 100,000 watt transmitters of WRUM and WOEZ. But at 12,000 watts it covers Orlando and its suburbs.

In the latest ratings, WRUM is tied for #5, WOEX is #8 and WPYO is #21.

So is there any difference between them?
Click to expand...
WOEX is only 5% current and less than 22% current and recurrent. That is sort of a Hot AC. It is also far less reggaetón based, with more bachata, salsa and soft core reggaetón. Currents spin about 70 times a week.

WRUM is about 50% current and recurrent, being the equivalent of a Spanish language CHR. The gold can go back as much as 20 years with things like Son By 4 and Tony Tun Tun. Currrents spin around 60 times a week.

WPYO is 75% gold, and only 5% currents. It goes back as much as 30 years with salsa, with lots of Franke Ruíz, Gilberto Santa Rosa and even Héctor Lavoe from 1980 and Brujería from EGC from the 70's!

They have considerable overlap, but it is the gold that sets them apart.
 
DavidEduardo said:
WOEX is only 5% current and less than 22% current and recurrent. That is sort of a Hot AC. It is also far less reggaetón based, with more bachata, salsa and soft core reggaetón. Currents spin about 70 times a week.

WRUM is about 50% current and recurrent, being the equivalent of a Spanish language CHR. The gold can go back as much as 20 years with things like Son By 4 and Tony Tun Tun. Currrents spin around 60 times a week.

WPYO is 75% gold, and only 5% currents. It goes back as much as 30 years with salsa, with lots of Franke Ruíz, Gilberto Santa Rosa and even Héctor Lavoe from 1980 and Brujería from EGC from the 70's!

They have considerable overlap, but it is the gold that sets them apart.
Click to expand...

What WPYO also has going for it is the programming, with the highly rated AM and PM drive shows syndicated from SBS's Puerto Rican stations and the very popular mix show from Alex Sensation middays.

The other stations may have Puerto Rican staff, but the presence of El Despelote and los Reyes de la Punta makes el Zol lean more Boricua than them. It is a direct lifeline to the Island.
 
Identnut said:
What WPYO also has going for it is the programming, with the highly rated AM and PM drive shows syndicated from SBS's Puerto Rican stations and the very popular mix show from Alex Sensation middays.
Click to expand...
I have my questions and concerns as to whether the Boricuas who migrated to Orlando were listeners to those SBS Puerto Rico shows when the lived on The Island.
Identnut said:
The other stations may have Puerto Rican staff, but the presence of El Despelote and los Reyes de la Punta makes el Zol lean more Boricua than them. It is a direct lifeline to the Island.
Click to expand...
And the Puerto Rican staff is local to Orlando, while the shows from the Island very non-local and almost irrelevant in Orlando.
 
WPYO and WODA's Despelote have reported that they are impressed with the station's quick growth in South Florida. However, this comes with some controversial news.
fb.watch

El Nuevo Nuevo Nuevo Zol 95.3 FM arrasando en Florida | 🤯 Somos el nuevo dolor de cabeza de las estaciones de 📻 en la #FloridaCentral‼️ Escucha #ElDespelote 💥 de lunes a viernes de 6AM - 10AM por #ElZol953FM... | By El Zol 95.3 FM | Facebook

289 views, 15 likes, 6 loves, 2 comments, 6 shares, Facebook Watch Videos from El Zol 95.3 FM: 🤯 Somos el nuevo dolor de cabeza de las estaciones de 📻 en la #FloridaCentral‼️ Escucha #ElDespelote 💥...
fb.watch fb.watch

Apparently, a Central Florida station has been boycotting some Puerto Rican acts and told the concert producer to promote them in El Zol instead.

I'd expect this from Cox, who not only tried their damnedest to keep a new competitor from the market, but have very little experience with Hispanic formats. But Rocky mentioned the station has been on the air for 17 years, so it sounds like they're talking about Rumba. If this is coming from iHeart, this is an extremely stupid business move, especially given that they have an alliance with the second biggest radio player in the Island.

The concert in question is for Manny Manuel and Domingo Quiñones. Could be an issue of not appealing to the station's audience (they are tropical artists and WRUM is more contemporary) or their past substance abuse problems, but still, worth looking into this.
 
I voiced my doubts several times on Cox’s ability to program a Spanish language formatted station, but WOEX has done quite well and exceeded what I thought it would do.

However, WPYO’s full impact on WOEX and go a lesser extent WRUM will take a while to be seen.
 
Identnut said:
I'd expect this from Cox, who not only tried their damnedest to keep a new competitor from the market, but have very little experience with Hispanic formats.
Click to expand...
Why would anyone in a free market want to sell to a direct competitor?

This is why so many "over the quota" station group sales end up selling the excess to EMF or some other non-commercial group.
 
101tm said:
I voiced my doubts several times on Cox’s ability to program a Spanish language formatted station, but WOEX has done quite well and exceeded what I thought it would do.
Click to expand...
A good broadcaster will do the same as they do with any format: do research for the target audience and hire staff with format experience in implementing what the research indicated.

I did that many times in formats, languages and countries I was not experienced in.

Cox has always been a very good broadcast group.
 
DavidEduardo said:
A good broadcaster will do the same as they do with any format: do research for the target audience and hire staff with format experience in implementing what the research indicated.

I did that many times in formats, languages and countries I was not experienced in.

Cox has always been a very good broadcast group.
Click to expand...
Can’t disagree with you there. A lot of people aren’t fans of Cox’s stations and find them more repetitive in certain formats than competitors, but the numbers speak for themselves. I’ve never seen them do anything halfway.
 
DavidEduardo said:
Why would anyone in a free market want to sell to a direct competitor?

This is why so many "over the quota" station group sales end up selling the excess to EMF or some other non-commercial group.
Click to expand...
Nobody. And yet Cox ended up selling to SBS anyway.

Cox is indeed an underdog given they are new to the Spanish format whereas SBS has been in the game for decades. IHeart's exploits in the format are new compared to SBS too, but they have a nationwide machinery behind them and good programmers.

All I'm saying is that I don't expect a company that named a station the very passé "Éxitos" to be very knowledgeable in the format at first glance.
 
Identnut said:
Nobody. And yet Cox ended up selling to SBS anyway.
Click to expand...
They were under a time limitation by the FCC, and the other offers they had were not overpriced... but the SBS one was.
Identnut said:
All I'm saying is that I don't expect a company that named a station the very passé "Éxitos" to be very knowledgeable in the format at first glance.
Click to expand...
I agree that the name is as passé as white-wall tires. However, all the good names are taken under national service marks. Personally, I would have gone to the generic type of name like Z-93 or 11-Q which allows the station to create its own image.
 
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