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Spanish Oldies?

B

Bob E. Nelson

Looking at the just-posted impressive numbers for 97.1
(albeit only the 12+ story from R&R), I see that KEGL
is classified there as ``Spanish Oldies''.

- Since David Eduardo points out that Spanish is a language
and not a format, what is the correct name for this format?
 
> Looking at the just-posted impressive numbers for 97.1
> (albeit only the 12+ story from R&R), I see that KEGL
> is classified there as ``Spanish Oldies''.
>
> - Since David Eduardo points out that Spanish is a language
> and not a format, what is the correct name for this format?
>
Look at KRLD YIKES!!! KVIL is the least of CBS's worries. Jack holds on. The Bone.... well ..what can you say. Interesting book to say the least.
 
> > The Bone.... well ..what can you say.

For what it's worth, The Bone had its best Men 25-54 book in almost two years, cracking the top ten.
 
> > > The Bone.... well ..what can you say.
>
> For what it's worth, The Bone had its best Men 25-54 book in
> almost two years, cracking the top ten.
>
As Sir John Gielgud said to Dudley Moore when he played the personal assistant and butler in the first Arthur movie...."I'll alert the media."
 
> Looking at the just-posted impressive numbers for 97.1
> (albeit only the 12+ story from R&R), I see that KEGL
> is classified there as ``Spanish Oldies''.
>
> - Since David Eduardo points out that Spanish is a language
> and not a format, what is the correct name for this format?
>


I have heard LA PRECIOSA described as Mexican Oldies or Mexican Variety. Spanish Oldies seems like a good description for a trade magazine to use as it let's the reader know it's a gold based Spanish language format. Whatever you want to call the format, it sure get's good numbers, in DFW and elsewhere.
 
> > > > The Bone.... well ..what can you say.
> >
> > For what it's worth, The Bone had its best Men 25-54 book
> in
> > almost two years, cracking the top ten.
> >
> As Sir John Gielgud said to Dudley Moore when he played the
> personal assistant and butler in the first Arthur
> movie...."I'll alert the media."
>
as Don Knotts said in the "Incredible Mr. Limpet" "That's a fluke".
 
> As Sir John Gielgud said to Dudley Moore when he played the
> personal assistant and butler in the first Arthur
> movie...."I'll alert the media."

> as Don Knotts said in the "Incredible Mr. Limpet" "That's a
> fluke".

As Kurt Johnson said (in what hopefully are his final days!) "What...me worry?"
 
> Looking at the just-posted impressive numbers for 97.1
> (albeit only the 12+ story from R&R), I see that KEGL
> is classified there as ``Spanish Oldies''.
>
> - Since David Eduardo points out that Spanish is a language
> and not a format, what is the correct name for this format?

Mexican Adult Hits.

KEGL Preciosa... 60´s to 90´s.
KLNO Recuerdo... 70´s to 90´s.

Since "oldies" in English carries a connotation (or stigma) of being almost all 60's based, neither station considers itself "öldies."

The core demo is 25-34. Recuerdo, in its Phoenix incarnation, has an average age of 34.
 
> > Looking at the just-posted impressive numbers for 97.1
> > (albeit only the 12+ story from R&R), I see that KEGL
> > is classified there as ``Spanish Oldies''.
> >
> > - Since David Eduardo points out that Spanish is a
> language
> > and not a format, what is the correct name for this
> format?
> >
>
>
> I have heard LA PRECIOSA described as Mexican Oldies or
> Mexican Variety. Spanish Oldies seems like a good
> description for a trade magazine to use as it let's the
> reader know it's a gold based Spanish language format.
> Whatever you want to call the format, it sure get's good
> numbers, in DFW and elsewhere.

Since the format was developed in 2000 at KRCD in LA, it has never been described by the station as öldies. As mentioned before, the average age of the listener is 34 to 35, and the largest cell is 25-34.

La Preciosa took the idea of the format in late 2003 in Salinas and expanded th eplaylist to over 2000 songs. They are now on 10 or so stations, including several AMs. They are based in salinas, CA. This adaptation is never self-described as oldies.

Both operations know that the "oldies" term is a kiss of death at the sales level.

Recuerdo is a more focused implementation, with a concise playlist and a base in LA. Recuerdo is on in 10 markets, all on FMs. There are 4 in Texas... KLNO in Dallas, KCOR FM in SA, KOVE in Houston and KBTQ in McAllen.
 
> > As Sir John Gielgud said to Dudley Moore when he played
> the
> > personal assistant and butler in the first Arthur
> > movie...."I'll alert the media."
>
> > as Don Knotts said in the "Incredible Mr. Limpet" "That's
> a
> > fluke".
>
> As Kurt Johnson said (in what hopefully are his final days!)
> "What...me worry?"


Much as Nero fiddled while Rome burned.
>
 
> > > As Sir John Gielgud said to Dudley Moore when he played
> > the
> > > personal assistant and butler in the first Arthur
> > > movie...."I'll alert the media."
> >
> > > as Don Knotts said in the "Incredible Mr. Limpet"
> "That's
> > a
> > > fluke".
> >
> > As Kurt Johnson said (in what hopefully are his final
> days!)
> > "What...me worry?"
>
>
> Much as Nero fiddled while Rome burned.
> >
>
Now here is a controversial question. What percentage of KEGL's listeners are residing here legally I wonder? 40%?
 
> Now here is a controversial question. What percentage of
> KEGL's listeners are residing here legally I wonder? 40%?

Only the legals would be counted in the ratings...if you were an undocumented immigrant would you fill out some survey with all your demographic data? Arbritron doesn't send books their way.

I imagine that the numbers for Hispanic formats would be noticeably higher if the undocumented population was added in.
 
Re: Illegals and Ratings

> >
> Now here is a controversial question. What percentage of
> KEGL's listeners are residing here legally I wonder? 40%?
>

The answer to this is dead simple.

100%

I have talked with the placement supervisors, the sample designers and the demographers in Columbia and all agree that illegal participation in a radi ratings survey would be statistically at or close to zero.

To place a recruitment call, Arbitron uses SSI mailing lists predominantly (they use RDD to get a quota of unlisteds), and to get on an SSI list it takes an average of 18 months at the same residence and having the same phone number.

Illegal immigrants move around a lot, many do not have phones.

A recruitment call that does get to an illegal immigrant where they are asked to participate in a survey is nearly always terminated by the respondent. An illegal does not give information on the phone to a stranger.

Then, the recruitment call asks a lot of questions, including family size, ages, and so on to get a profile to send diaries. If they get that far, the respondent is asked for an address to send the diaries. Nearly no illegal is going to give a stranger their address... what, so the men in green uniforms can find them?

So, the answer is, the respondents are pretty much 100% legal residents.
 
> > Now here is a controversial question. What percentage of
> > KEGL's listeners are residing here legally I wonder? 40%?
>
> Only the legals would be counted in the ratings...if you
> were an undocumented immigrant would you fill out some
> survey with all your demographic data? Arbritron doesn't
> send books their way.
>
> I imagine that the numbers for Hispanic formats would be
> noticeably higher if the undocumented population was added
> in.

This is a good point. Arbitron projects the sample into the universe,w ith is determined by the US Census and the Claritas / MSI annual updates. Uncounted illegals are not part of the universe.
 
Re: Illegals and Ratings

>> What percentage of KEGL's listeners are residing
>> here legally I wonder? 40%
>
> The answer to this is dead simple.
>
> 100%
>
> [...other details elided for brevity...]
>
> A recruitment call that does get to an illegal immigrant
> where they are asked to participate in a survey is nearly
> always terminated by the respondent. An illegal does not
> give information on the phone to a stranger.

I've been out the broadcast business for so long now, this
question is naive. Back in the ``old days'', we has Pulse and
later Birch as alternatives to Arbitron. I realize that neither
are still around -- I'm not THAT out of touch with the industry.

So, are there any recognized entities that perform serious
audience measurements aside from Arbitron? If so, do they
have a means to measure those in this country illegally?
 
Re: Illegals and Ratings

>
> So, are there any recognized entities that perform serious
> audience measurements aside from Arbitron? If so, do they
> have a means to measure those in this country illegally?

Arbitron is it.

And it would be pretty impossible to measure illegals, as none would admit to a stranger their migratory status. In all probablilty, they will hang up or discontinue any phone call that attempts to probe for personal information.
>
 
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