Is XEWA pumping out 150,000 watts anymore? All the superpowered Mexican AM stations I know of have reduced their power in recent years. Even quarter-million watt 900 XEW Mexico City is now a mere 100,000 watts. There are about 10 100,000 watt stations in North America, most in Mexico plus 1190 Radio Martí in Marathon FL. I don't think any North American AM station goes higher.
Is 540 XEWA getting heard much these days in the U.S.? Even with 100,000 watts non-directional, it should be an easy pick up in Texas and adjacent states. That's even with the rugged terrain that David describes around San Luis Potosí. The Texas border is only a few hundred miles north. According to Wikipedia, XEWA has an FM simulcast. Maybe with 103.9 FM playing the Top 40 hits, simulcast 540 XEWA has further reduced its output but hasn't told anyone.