Univision flips 99.3 from "Recuerdo" back to "La Kalle" ... should cause some shifting among those 18-34's... Surprised no one mentioned this...
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La Kalle Returns
- Thread starter radioresearcher
- Start date
Jay F said:I remember this did very well 18-34 the last time it was tried. This should also make KWID all the more stronger.
Just an off the wall prediction: KWID goes down
Santos said:Explain why KWID will go down?
I would love to hear why. I don't anticipate number decreases for any Spanish stations in the market. I think Spanish stations (total numbers) will actually increase a little with La Kalle back in the market.
La Kalle is a good format.
I agree they will increase overall Spanish shares. However, PPM shows stations share a lot more than they did in diary. There are only so many Spanish-preferred listeners and KWID (for a gold-based station) way overperforms 18-34.
I'll give you an example. KLOS in Los Angeles celebrated when Arrow became JACK thinking they now owned the Classic Rock format. What they didn't realize was that JACK was actually the 80's-based Classic Rock for L.A. and wound up beating KLOS almost 2-1 in the diary.
KLOS has since tweaked and their morning show inflates their numbers - but my point is, sometimes a new station will hurt another competitor more by flanking from a completely different perspective.
Radioresearcher said:Santos said:Explain why KWID will go down?
I would love to hear why. I don't anticipate number decreases for any Spanish stations in the market. I think Spanish stations (total numbers) will actually increase a little with La Kalle back in the market.
La Kalle is a good format.
I agree they will increase overall Spanish shares. However, PPM shows stations share a lot more than they did in diary. There are only so many Spanish-preferred listeners and KWID (for a gold-based station) way overperforms 18-34.
I'll give you an example. KLOS in Los Angeles celebrated when Arrow became JACK thinking they now owned the Classic Rock format. What they didn't realize was that JACK was actually the 80's-based Classic Rock for L.A. and wound up beating KLOS almost 2-1 in the diary.
KLOS has since tweaked and their morning show inflates their numbers - but my point is, sometimes a new station will hurt another competitor more by flanking from a completely different perspective.
It still amazes me that here in oversatured Los Angeles, no one has used the KWID model yet. I can think of four stations that would benefit going this route
Your case is well studied and taken, but lets think about this for one second here.
La Kalle is a true 18-34 format, but Women 18-34 in Las Vegas is not well represented (until now). If you see it in a different way, KWID is doing well (very well with Men 18-49 and Men 25-54). KRGT will now capture an audience that is underserved. This format (like La Kalle and other Spanish Pop station across the country), seem to share more with CHR Rhythmic and CHR Pop stations. The KWID formula, which I currently consult in 5 other markets, is unique based on market taste and lifestyle, and not a format out of the box. Santa Maria, McAllen and West Palm Beach have the format, but they are really unique (they dont even have the same clocks or music mix).
La Kalle is similar to what I currently consult in McAllen and Laredo (and another market soon), but the Spanish Pop format hurts general market stations (based on their music mix) more so than traditional Spanish Adult Hits stations and Regional Mexican station.
Another comparison... Do country listeners (like those on KWNR) listen to KLUC? most likely the answer is no. Now, there is a Taylor Swift fenomenon at this time (similar to the Shania Twain one of years past). Taylor is played on CHR Pop stations. In that case, you have a likelyhood that 18-34 Women will listen to CHR Pop stations (as cumers). PPM has changed the universe, but I don't see much shifting coming soon (due to Women 18-34 and Women 18-49 not being as well represented or listening to the existing Latin format stations in Las Vegas), until now with KRGT being more Spanish Pop/Hurban. If I were at KLUC or KVEG, I would be careful (and at KPLV and KOAS as well). This station might take a little bite out of everyone that has a Women target within the ages of 18-49.
La Kalle is a true 18-34 format, but Women 18-34 in Las Vegas is not well represented (until now). If you see it in a different way, KWID is doing well (very well with Men 18-49 and Men 25-54). KRGT will now capture an audience that is underserved. This format (like La Kalle and other Spanish Pop station across the country), seem to share more with CHR Rhythmic and CHR Pop stations. The KWID formula, which I currently consult in 5 other markets, is unique based on market taste and lifestyle, and not a format out of the box. Santa Maria, McAllen and West Palm Beach have the format, but they are really unique (they dont even have the same clocks or music mix).
La Kalle is similar to what I currently consult in McAllen and Laredo (and another market soon), but the Spanish Pop format hurts general market stations (based on their music mix) more so than traditional Spanish Adult Hits stations and Regional Mexican station.
Another comparison... Do country listeners (like those on KWNR) listen to KLUC? most likely the answer is no. Now, there is a Taylor Swift fenomenon at this time (similar to the Shania Twain one of years past). Taylor is played on CHR Pop stations. In that case, you have a likelyhood that 18-34 Women will listen to CHR Pop stations (as cumers). PPM has changed the universe, but I don't see much shifting coming soon (due to Women 18-34 and Women 18-49 not being as well represented or listening to the existing Latin format stations in Las Vegas), until now with KRGT being more Spanish Pop/Hurban. If I were at KLUC or KVEG, I would be careful (and at KPLV and KOAS as well). This station might take a little bite out of everyone that has a Women target within the ages of 18-49.
KRGT filled the biggest format hole in the market. I'm shocked it took so long. But PPM shows that Spansih Contemporary has a significant male audience. I think the men will cume this thing and could pull some ATE from KWID.
I agree with you 100%. In order to have ratings with Spanish Contemporary or Spanish Pop, you need a signal. KRGT has the signal to play and make some significant damage. I was there when it went on the air (as AMOR), so I know it is a good signal. But, I have to disagree on the Male audience numbers for Spanish Contemporary (since it is a format I adore and have done very well with it, with KLVE and AMOR Las Vegas - back in the day). The formats are about 60/40 Female. Men will listen to it, but Women will make it win and big (the format itself). I see it with the Digital formats in Texas. Women give the station the HUGE numbers for the format, but Men do listen.
Different from the previous La Kalle (the one that replaced Amor), this one plays a significant amount of Spanish Pop music (where before, La Kalle of the past played almost all reggaeton - which I always said - and some folks remember me saying this - It is a flavor, not a format). Since it is playing Spanish Pop, mixed with Reggaeton and sprinkles of Mana, it will have ratings.
I don't disagree with you, but KQRT also has an issue. It has a strong PM drive show (with La Chocolata), which attracts a lot of 18-34 listeners.
I will tell you this much... Las Vegas is getting interesting. There is still room for other formats in this market (not just in Spanish).
Las Vegas is a market I have a lot of love for, so you know I will do whatever is needed to defend. You can ask anyone at Univision Radio... They know that Las Vegas is the one market that I have in my heart.
Different from the previous La Kalle (the one that replaced Amor), this one plays a significant amount of Spanish Pop music (where before, La Kalle of the past played almost all reggaeton - which I always said - and some folks remember me saying this - It is a flavor, not a format). Since it is playing Spanish Pop, mixed with Reggaeton and sprinkles of Mana, it will have ratings.
I don't disagree with you, but KQRT also has an issue. It has a strong PM drive show (with La Chocolata), which attracts a lot of 18-34 listeners.
I will tell you this much... Las Vegas is getting interesting. There is still room for other formats in this market (not just in Spanish).
Las Vegas is a market I have a lot of love for, so you know I will do whatever is needed to defend. You can ask anyone at Univision Radio... They know that Las Vegas is the one market that I have in my heart.
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