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Question for Mr. Gleason RE: Buenos Aires

Huff

Huff

Administrator
Staff member
Since you're quite familiar with Buenos Aires... can you give any insight into VALE's recent ascent to the top of the Buenos Aires IBOPEs? It seems ROCK & POP and MEGA have been locked in the fight for #1 for the last couple of years, with VALE and LA100 fighting for 3rd. Now VALE has won the last 3 monthlies. Not being intimately familiar with the stations, I was wondering if there were any specific changes that led to this shakeup in the rankings.

http://www.ibope.com.ar/consultas/radio_gba.htm
 
Domingo said:
Since you're quite familiar with Buenos Aires... can you give any insight into VALE's recent ascent to the top of the Buenos Aires IBOPEs? It seems ROCK & POP and MEGA have been locked in the fight for #1 for the last couple of years, with VALE and LA100 fighting for 3rd. Now VALE has won the last 3 monthlies. Not being intimately familiar with the stations, I was wondering if there were any specific changes that led to this shakeup in the rankings.
Click to expand...

When we selected the "Rock Nacional" (all classic rock by only Argentine artists) format for Mega 98.3 in late 1999, among the other two large format holes in the was soft AC.

There were several pop stations, like Hits (now 40 Principales) and La 100, but nobody doing a ballad based soft AC. And there was a big, unchallenged hole.

With no direct competitor, Vale has taken that position. It's horribly executed with too much talk, stepping on the post, coming in to early on the fade, no clear imaging. But when you want a Coke and only Pepsi is available, Pepsi will do.
 
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