Music Changes at Viva?

[Nutznorm]

I have heard from 2 different sources that Viva is moving their music to try to attract an older demo away from their 18-34 M. Since I have no clue about Spanish music and how it relates to demo groups can someone clarify for me if this is something that is really happening? I am an advertiser who is very concerned because there are other viable options out there but going older to 25-54 would be wasting my money on that station.

 

[jal41]

I have heard from 2 different sources that Viva is moving their music to try to attract an older demo away from their 18-34 M. Since I have no clue about Spanish music and how it relates to demo groups can someone clarify for me if this is something that is really happening? I am an advertiser who is very concerned because there are other viable options out there but going older to 25-54 would be wasting my money on that station.

Clear Channel already has a station for that demo...105.3 El Patron.

I wonder if El Patron is making a move for 105.7, which better covers where the hispanic population is (Why Viva moved there from 105.3).

 

[pablito305]

The difference between Viva and El Patrón is not age related, but is more ethnic background. El Patrón is exclusive of Mexican listeners whereas Viva is geared to all other Latino groups. Most of the daytime music of Viva is the Spanish equivalent of AC. Pablo