Albuquerque or LA - what's the future?

[Bob E. Nelson]

Reviewing the 12+ numbers for Albuquerque (shown with a 39%
Hispanic population), the share for all stations programming
a format in the Spanish language is not close to that 39%
figure. Moreover, Univison has a number of facilities that
are presumably in English with formats such as CHR, Classic
Rock and Classic Country.

In contrast, LA with a slightly smaller percent listed as
Hispanic has high 12+ shares with stations targeting the
Spanish-speaking segment.

- Which market represents where we'll be in 10-20 years
or so? Is assimilation inevitable as appears to be the
case in ABQ or is there a tipping point, as might be
the situation in LA, where the Spanish language media
will previal and prosper?

 

[davideduardo]

> Reviewing the 12+ numbers for Albuquerque (shown with a 39%
> Hispanic population), the share for all stations programming
>
> a format in the Spanish language is not close to that 39%
> figure. Moreover, Univison has a number of facilities that
> are presumably in English with formats such as CHR, Classic
> Rock and Classic Country.

Albuquerque Hisanics are only 16% Spanish dominant. So there is about a 6 share total to be had for all Spanish stations.
>
> In contrast, LA with a slightly smaller percent listed as
> Hispanic has high 12+ shares with stations targeting the
> Spanish-speaking segment.

LA Hispanics are 57% Spanish dominant, so there is about a 25 share total to be had.
>
> - Which market represents where we'll be in 10-20 years
> or so? Is assimilation inevitable as appears to be the
> case in ABQ or is there a tipping point, as might be
> the situation in LA, where the Spanish language media
> will previal and prosper?

Anecdote. I had a friend from ABQ when I lived in South America. She had a Spanish last name, yet spoke no Spanish. I asked when the last member of her family had spoken Spanish,a nd she said somewhere around 150 years ago. The family had been in NM for nearly 400 years.

Albuquerque has relatively few recent arrivals. It is, like San Antonio, a long-existing community as Hisanics go. Many are in their 10th or 12th generation!

LA has over 75% of the over-21 Hispanics born outside the US.

Music tastes do not change with assimilation. If tey did, I would listen to English staitons. I don't. I never will.

Miami, with a nearly 70% portion of Hispanics in the Spanish dominant column has even more potential shares.
>

 

[Radiogeek500]

Re: A bit of both

> Reviewing the 12+ numbers for Albuquerque (shown with a 39%
> Hispanic population), the share for all stations programming
>
> a format in the Spanish language is not close to that 39%
> figure. Moreover, Univison has a number of facilities that
> are presumably in English with formats such as CHR, Classic
> Rock and Classic Country.
>
> In contrast, LA with a slightly smaller percent listed as
> Hispanic has high 12+ shares with stations targeting the
> Spanish-speaking segment.
>
> - Which market represents where we'll be in 10-20 years
> or so? Is assimilation inevitable as appears to be the
> case in ABQ or is there a tipping point, as might be
> the situation in LA, where the Spanish language media
> will previal and prosper?
>


Well, both actually will represent the US. While the spanish dominent will probably lessen slightly mostly due to the fact that Immigrants will give birth to children who will be more english dominent and of course the children's children more so, the fact is that Hispanics continue to migrate to the US in great numbers, and barring any political blacklashes, will continue to ensure a high level of spanish stations in LA and such. I see no reason that will slow down in the next 100 years.<P ID="signature">______________
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