Spanish format kills in Portland

[ty]

Numbers, KRYP-FM in Portland finds itself holding the 12 plus top dog award. Imagine a Seattle station with full market parity as the next Spanish station. Bring your Rosetta Stone tapes and books, maybe 96.5 will pick up the format?

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[SeattleRadioPro]

Numbers, KRYP-FM in Portland finds itself holding the 12 plus top dog award. Imagine a Seattle station with full market parity as the next Spanish station. Bring your Rosetta Stone tapes and books, maybe 96.5 will pick up the format?

Don't bet the farm on it. Remember that weird phenomenon called "diary distribution"?

If KRYP stays at #1 for four books then maybe you're on to something.

 

[Kelly]

As it has been said on this board before, by people who know about what matters when it comes to ratings, the true test of any new station or format will be how a station performs over a four book average.

Another thing to consider is whereas the Latino listener is typically VERY loyal to their favorite station(s), from a business standpoint, selling spots to advertisers in markets like a Seattle or Portland, is more difficult in spite of the growing ratings and loyalty of the Spanish-speaking listeners. Many advertisers just don't get it yet. I'm sure that will change over time, but flipping a full-market FM station to Spanish right now means there will be several months, if not years of slow advertising ramp-up. Most radio companies are hanging on by the skin of their teeth right now with the economic softening of traditional media, and I doubt any will be ready to jump into Spanish programming in the PNW in the near future.

 

[Jay F]

One thing to keep in mind is that Portland is 10% Hispanic compared to 5.8% for Seattle-Tacoma.

 

[ty]

One thing to keep in mind is that Portland is 10% Hispanic compared to 5.8% for Seattle-Tacoma.

great point. Interesting to see where the KDDS listeners are, based upon diary zips.

 

[davideduardo]

Numbers, KRYP-FM in Portland finds itself holding the 12 plus top dog award. Imagine a Seattle station with full market parity as the next Spanish station. Bring your Rosetta Stone tapes and books, maybe 96.5 will pick up the format?

Don't bet the farm on it. Remember that weird phenomenon called "diary distribution"?

If KRYP stays at #1 for four books then maybe you're on to something.

KRYP is a relatively new station and has been building up to this point in what looks like a straight trend.

 

[davideduardo]

Another thing to consider is whereas the Latino listener is typically VERY loyal to their favorite station(s),

It's been shown in both the diary and the PPM that Hispanic listners are less loyal than general market listeners. For comparable numbers of station options, Hispanics cume more stations than non-Hisapnic whites.

 

[SeattleRadioPro]

KRYP is a relatively new station and has been building up to this point in what looks like a straight trend.

That's nice, David. As I said - let's see what happens for the next four books. If the station continues to "build up" then maybe there's something worth discussing.

 

[davideduardo]

KRYP is a relatively new station and has been building up to this point in what looks like a straight trend.

That's nice, David. As I said - let's see what happens for the next four books. If the station continues to "build up" then maybe there's something worth discussing.

If you look at the three full books it has been on (only two with killer morning show Piolin por la Mañana) it has been up in each, with the prior one being an 18-34 win in the market. This is somewhat like KXPK in the Denver book, where once the morning show was added, the station went #1 in 18-34, 25-49 and 18-49.

 

[markoni]

I tell ya, KRYP hitting #1 is certainly raising some eyebrows here in Portland! NO-body was expecting that!

Mark In The Dark Shands

 

[semoochie]

It's only a C3 and doesn't completely cover the metro area, let alone the whole market! It's in one of the antenna farms so is a good spot but there's only so much you can do with a C3.

 

[Bongwater]

I'm tempted to write this in Spanish, but the moderators insist....

But here it goes anyway.....Spanish is here to stay. Face it, we are a bilingual country by now. Have you read the labels of mere household products in the US from basic groceries to cleaning products? The fact is the ratio of Spanish speaking to English is now roughly 2/3rds English to 1/3rd Spanish. And enough to garner a STRONG radio market for Spanish speaking listeners.

And I don't see anything wrong with it. But nothing different. It's just music in a different language. if you don't speak it - LEARN. I've had to.

And I used to major in French, what a shock.....

 

[jdweaver]

OK...here's the scariest scenario. Radio listening has plunged to the point where the largest audience is loyal Spanish listeners. Remember folks it's SHARE not RATINGS. The day may well come that only three people still listen to radio and a station will brag of a 66% share.

 

[Bongwater]

OK...here's the scariest scenario. Radio listening has plunged to the point where the largest audience is loyal Spanish listeners. Remember folks it's SHARE not RATINGS. The day may well come that only three people still listen to radio and a station will brag of a 66% share.

That's just the radio biz. It's like the radio newsman of a Japanese radio station in one of those Godzilla movies saying "We have a lost pet gecko in downtown Tokyo". No matter how ugly the reality, they always find a happy way to spin it.....