Philadelphia radio Ratings

[CassChopper96]

You might mean "bigger." There's been a huge increase in the Hispanic population.

Many Hispanics still listen to English music though

 

[CassChopper96]

This... is a great point. What DID iHeart expect? Any softer-AC had long since been dead, WBEB was trying to regain composure by trending newer ("fresh"-er, if you will), and anything pre-Breeze was a presumably better sell cluster-wise. Were they expecting to miraculously whip up a profitable demo eager for soft hits from ~4 decades ago? It seems destined for the flash-in-the-pan format experiments alongside Jammin' Oldies and Free FM.

WBEB is still doing well I’m the important demos I think

 

[AbrahamJSimpson]

This... is a great point. What DID iHeart expect? Any softer-AC had long since been dead, WBEB was trying to regain composure by trending newer ("fresh"-er, if you will), and anything pre-Breeze was a presumably better sell cluster-wise. Were they expecting to miraculously whip up a profitable demo eager for soft hits from ~4 decades ago? It seems destined for the flash-in-the-pan format experiments alongside Jammin' Oldies and Free FM.

There have been some soft ACs that do better, so they jumped on it. Didn’t work that way here. Oh well, these things happen.

 

[TheBigA]

Maybe. But maybe not. And research is little more than an educated guess until the project is actually put into motion

In terms of ratings, sure. But in terms of advertisers, you can start that process before the flip. Plus it looks like they're aiming to do a national format with Rumba, so the appeal won't be restricted to Philly money.

 

[davideduardo]

Rumba is ihearts national Hispanic brand

... but just for Churban (reggaetón & rhythmic pop) formats, not regional Mexican or Mexican "Jack" type formats

 

[davideduardo]

That was 15 years ago And ppm was just getting introduced wich made the ratings to rumba super low thus creating the hole for radio 104.5 and the Spanish population in Philly is better now then it was 15 years ago and rumba goes after a demographic that’s never been served on a full market signal just translators

PPM did not directly make Rumba look lower. It simply showed that there was no "phantom cume" which most general market stations had because there were lots of listeners who listened "a little" but did not write it in the diary. Very narrow formats, like smooth jazz and Spanish language offerings in markets with no HDHAs, had no additional cume and they looked terrible.

So with no "phantom cume" Rumba back then did not increase cume while other stations did.

The target then and now is the same: 18-49 first generation Hispanics.

I don't think there are enough Spaniards in Philly to support a station anyway. Rumba targets Hispanics, not Spaniards.

 

[AbrahamJSimpson]

Rumba is ihearts national Hispanic brand

“Hispanic brand?” Yikes.

 

[davideduardo]

In terms of ratings, sure. But in terms of advertisers, you can start that process before the flip. Plus it looks like they're aiming to do a national format with Rumba, so the appeal won't be restricted to Philly money.

And "Rumba" is just a name. The format, musically, is adjusted to the ethnicity and national origin of the Hispanic population in each market.

 

[davideduardo]

“Hispanic brand?” Yikes.

That is exactly what "Rumba" is for iHeart: a brand name for a variety of format adaptations that target 18-49 Hispanics in different markets using various mixes of reggaetón and rhythmic CHR music. So, that is a brand name that ad agencies can identify and iHeart can promote as a way to reach a specific lifestyle segment of the Hispanic population.