November ratings are here

[davideduardo]

The "Regional" part in "Regional Mexican" was meant to cram a variety of subgenres found around Mexico (and the US as well....anyone remember The Sparx?) into one station. This was a US industry standard that began before the explosion of Mexican migration. It worked wonderfully back then for a few of reasons;

Interestingly, the Regional Mexican name did not come out of Mexico. It was the creation of record retailers in the US who did not know how to classify Latin Music in their stores, so the idea of dividing music by "Regional Mexican" and "Pop" and "Tropical" and the like was developed.

When I was at KWKW in the 70's, the term had not yet been originated. We just called it "Mexican". It was later when non-Hispanic record stores smelled money that the term developed and the one-stops and rack jobbers even provided those plastic dividers with artist names to the record stores and showed dealers how to split up the inventory by type.

To give you an idea of how diverse the music is in Mexico, the style of music can vary by neighborhood in Mexico City. Yet all of it would fall under the "Regional Mexican" umbrella here in the US. But of course, don't tell that to the people running 104.5. You'd figure an out of touch gringo who thinks Tejano and Regional Mexican are the same thing is running the show (which coincidentally is exactly what is happening a few hour(s) outside of town).

In Mexico, all the norteña and banda and the rest, when plaed as part of a station format, is called "grupera". That is how those stations list themselves in Medios Publicitarios Mexicanos.

In Mexico City, the few grupera stations have almost identical playlists. Over the years, it went from mostly ranchera to a bit more norteña to mostly banda. The problem with the format in Mexico is that it is not the highest billing genre because the audience is almost all levels C2, D and E. There are several of the stations playing English language AC that outbill them, yet they have far lower ratings. but the listeners are all A, B and C1.

 

[davideduardo]

if that was true please explain Going from Maluma to Tucanes de Tijuana and back to ivy queen followed by huracanes de el norte ? that sounds like a big net trying to catch as many as possible and that is exactly the rotation of KOVE and it works ok for them. Regional is divided into norteno,norteno light banda,cumbia,tierra caliente, and on... i see nothing wrong with a station playing a wide variety of everything under the regional mexican umbrella . I remember when i worked at KLTN forget that we would ever play banda or corridos... but they do now i mean i could put up my bds real time and we could compare and i dont think we would find much of a difference from what most regional mexican stations are playing .

That music is totally researched. What it all has in common is appeal among the first generation listeners who have come from mostly rural Mexico where, until recently, stations played a composite blend of music, often in different dayparts. The KOVE list is over 900 songs long, so the individual tunes are selected for variety, just like a "Jack" station in English.

As mentioned in another post, the music evolves. I can remember when we started to add banda to KLTN; it was because some of the songs started researching well. And that was after the cumbia craze had died and DISA released almost all their artists. Before that, there was a Tejano influence... going back perhaps 22 to 23 years for that.

Stations of significance find out what listeners want and play it.

 

[Mrtejano]

Speaking of KOVE, why don’t they change the format a little? I mean it’s great that they play a lot of everything. But I mean the presentation of the station hasn’t really changed since it was RECUERDO 106.5. The same guy presenting the station. They need to add more excitement to it, maybe add the same person doing 102.9 or that lady doing 104.9.

 

[davideduardo]

Speaking of KOVE, why don’t they change the format a little? I mean it’s great that they play a lot of everything. But I mean the presentation of the station hasn’t really changed since it was RECUERDO 106.5. The same guy presenting the station. They need to add more excitement to it, maybe add the same person doing 102.9 or that lady doing 104.9.

In the latest ratings in 25-54 and 18-49, KOVE is now often the #2 Spanish language station in the market. There is no reason to change a station that is successful. Asking KOVE to change is sort of like asking KODA to change because they have been doing the same thing for decades (and leading the market in billings, too).

 

[Fieldtech1]

Nielsen is about to start excluding non subscriber from the book completely even if they have a 10 share.

Non-Subscribers To Vanish From Ad Buying Systems Under New Nielsen Policy.

In a major change with far-reaching implications for radio, advertisers and agencies, Nielsen will no longer include listening data for non-subscribing stations in the summary dataset that fuels the major

www.insideradio.com

 

[davideduardo]

Nielsen is about to start excluding non subscriber from the book completely even if they have a 10 share.

Non-Subscribers To Vanish From Ad Buying Systems Under New Nielsen Policy.

In a major change with far-reaching implications for radio, advertisers and agencies, Nielsen will no longer include listening data for non-subscribing stations in the summary dataset that fuels the major

www.insideradio.com

No, they are going to exclude non-subscribers from the agency data releases. The paid station releases will include non-subscribers as long as they have a rating of 0.1 or greater. Keep in mind that a 0.1 rating is equal to a share of around 1.2 to 1.4 in most markets.