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Rock Radio Tops Ratings In El Paso

C

CHRles

El Paso is about 82 percent Hispanic yet if you look at the just released ratings, the top rated station in the market is KLAQ, a Maionstream Rocker.
The station is one tenth away from an ELEVEN share(!!!) 12+, and I don't ever remember them generating ratings this high.
Compare that with Philly, which is only 5 percent Hispanic.
This proves that just b/c the market makeup isn't white/Anglo-dominant, that Rock radio won't work.

Let's take a look at a few other markets. How about L.A.? Over 40 percent is Latino, and at least 10 percent is Asian. And yet, one of the consistent ratings and revenue leaders is Modern Rocker 106.7 K-Rock.

How about Albuquerque? Over 40 percent Hispanic yet and a Rock station is tied for third place. Furthermore, you've got a CHR/Pop station outperforming the market's heritage Rhythmic CHR, and a Latin Urban station with less than a 2 share.

And what about San Antonio? Over 50 percent of the market is Hispanic, yuet sitting pretty in second place in the overall ratings in Active Rocker KISS.

The above information might imply that
a) Philadelphia's audience at large (read, the majority of WHITE listeners) aren't as into Rock music as people in El Paso.
b) The wrong type of Rock formats are programmed to the market, or the wrong people are in place.

Comments?
 
I commented on the same subject months ago, on this board, when Sunny flipped. I always listen to KLAQ on line, they seem like a great station, plenty of Metal, Hard Rock, Alternative and Classic Hard Rock. The station is not put together like the big boys in large markets but it still is at the top. I also pointed out how El Paso with its large Hispanic population embraces this station, I also stated that the Mexican peoples like Metal/Hard Rock, where-as Puerto Rican ethnics and other island Hispanics are more Urban oriented. We all know this market can support more Rock stations, its been proven, but the suits just wont hear such a thing. MMR is one of the highest rated Rock outlets, with that so-so Rock attempted format. One can imagine how a Rock station here would do with a bold attempt at doing the format the right way with Metal, Hair Band Metal, Old and New Alternative, Punk, Hard Rock, Classic Rock that really rocks, Grunge and light on the chatter.
 
The majority of Hispanics in Albuquerque are third and fourth generation and fully assimilated with English. I noticed a big difference between the amount of Spanish used there and here in Phoenix or Tucson immediately. Nevertheless, KZRR has lost a bit over the last few months. They don't target the same demo, but in the 12+ #s you speak of, its now fifth, now behind KKOB-FM and others. I haven't seen the trend that came out this week but from in recent full books 94Rock has been #1 25-54. Not sure that that's still the case.
 
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