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KOLA surges past KLYY in latest shares.
- Thread starter 30james
- Start date
KLYY does not program for the low-revenue Riverside / San Bernardino market. It is entirely focused on LA to the point that it has requested to Arbitron / Nielsen that LA be its primary market and it is listed as "Non Home" to Riverside / San Bernardino.
The simulcast in LA is now the #3 Spanish language station in 18-49 in the market.
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97.5's coverage in the LA market is pretty bad and its antenna is physically far away. 107.1 has to be carrying the vast majority of the audience. Looking at the haat, I am a little surprised 97.5 don't have a booster in Orange County.
97.5's coverage of L.A. is not THAT bad. I pick them up all over. Yes, the transmitter is about 65 miles NNE of downtown L.A. But they're a super-powered 72,000 watts, and at 6,555 ft. above sea level the antenna is even higher than Mt. Wilson. Plus, they're directional toward Orange County. Only place where coverage is weak or non-existent: northern San Fernando Valley and all of Santa Clarita Valley (due to shadowing from the San Gabriel Mountains). I don't think they can move the stick much closer to L.A., because another 97.5 is on Broadcast Peak in Santa Barbara -- and that one's also running above-Class-B power/elevation.
The coverage in the northern part of the market is not good, but where the Hispanic high density areas are predominantly located are in South Central LA and northern OC where they have an excellent signal.
Why would they have a booster over the OC when they have a 65 dbu over all the Hispanic ZIP codes?
Classic Hits stations are also #1 in the adjacent Los Angeles and San Diego markets.
David, is KLYY/KSSE/KSSD simulcast the highest grossing radio property for Entravision right now? I'm sure it bills quite nicely and there's some great opportunities for endorsement deals/sponsored programming.
I will say, one advantage of talk programming is those endorsement deals. Engaging radio personalities can be quite influential to the target demo of an advertiser.
I have a friend who works in marketing for The Habit Burger Grill and heard their partnership with The Woody Show was incredibly successful! I'm sure a very music-centric station, with no engaging personalities like Woody, would be pressed to get that type of crowd out to local restaurants, in this example.
It is billing better, but has still not established a long enough history for many Hispanic agencies to make big budget shifts; the Entravision LA stations have always been erratic.
Not as common in Hispanic radio as the personalities either do characters (don Cheto, for example) or can be a bit off color and that is not liked by clients. Also, there are not big endorsement budgets for local accounts, and none of the talents are truly national.
While a few clients like to get radio personality endorsements, it is just not as common. Not just in LA or the US, but throughout Latin America.
For example, the last station in Puerto Rico I was an administrator for had a 15 share, and over a 20 share in AM drive. Not one client every wanted personality endorsements. The reasoning was that the "other 80%" that did not listen would not be impressed and they did not have time or budget to do endorsements on every station they bought.
There are a few endorsement deals, but those are generally based on having the talent do TV spots for the account, not for live reads and appearances.
I'm a little late getting back to this. KLYY is very far geographically from Los Angeles, however after running a Longley-Rice map, you are correct. It is blocked in by the mountains in Southern OC as I was thinking, but in the most hispanic areas of Santa Ana, Anaheim, Fullerton, etc. it is very good strong despite the distance. More than 70 dBu in most places. Also surprisingly strong in the heavily hispanic areas south of downtown such as Lynnwood, South Gate, etc. And of course it is quite good in Pomona/Covina too.
I stand corrected.
I still remember that window where it was "Super Estrella" (I can still hear the jingles in my head). Then it moved (to 107.1?) when 103.1 became KDL (which was sweet). Then Indie. And then I sort of lost track after that.
But I'd want to think a 20-year history would be enough to get agencies excited.
It has little history with the current format; agencies start with zero on new formats. And the history it has is mostly COVID months which are ignored.
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