Tijuana radio ratings

[e-dawg]

Is there an equivalent version of arbitron ratings for Tijuana? Also, how does US radio stations do in Tijuana market?

 

[davideduardo]

Is there an equivalent version of arbitron ratings for Tijuana? Also, how does US radio stations do in Tijuana market?

Yes, INRA does survey the Tijuana market, but unlike the US, no numbers are ever released to the press.

 

[Huff]

Actually, top-line ratings for Mexican markets (excluding Mexico, DF) are available through CMR (Corporacíon Mexicana de Radiodifusion):

http://www.cmr.com.mx/inra/

The most recent survey available for Tijuana is from November 2008. The tables actually show true "ratings" (Percentage of listening in total universe), as opposed to "share" values (percentage of listening among listeners).

 

[davideduardo]

Actually, top-line ratings for Mexican markets (excluding Mexico, DF) are available through CMR (Corporacíon Mexicana de Radiodifusion):

That's a terrific find. Coupled with a copy of MPM, now I can track all the markets.

The most recent survey available for Tijuana is from November 2008. The tables actually show true "ratings" (Percentage of listening in total universe), as opposed to "share" values (percentage of listening among listeners).

Just for fun, I added the ratings and created share in an additional column. It's interesting to see how big the grupera shares are in some of the markets, and how fragmented A-B-C+ are

 

[Huff]

Just for fun, I added the ratings and created share in an additional column. It's interesting to see how big the grupera shares are in some of the markets, and how fragmented A-B-C+ are

Yes, the data can easily be converted to "share" values, and some of the numbers are eye-popping. To save everyone time, here is the Top 10 from the Nov. 08 Tijuana survey, with equivalent share:
1. XHTIM 14.7
2. XHA 12.4
3. XHLTN 9.8
4. XHFG 7.6
5. XHTY 6.6
6. XHHIT 6.6
7. XHGLX 5.2
8. XHRST 5.2
9. XEKAM 4.3
10. XHMOR 3.5

The top-ranked US-licensed stations:
19. KLNV 1.4
23. KLQV 0.5

 

[Michael Rivers Kramer]

Just for fun, I added the ratings and created share in an additional column. It's interesting to see how big the grupera shares are in some of the markets, and how fragmented A-B-C+ are

Yes, the data can easily be converted to "share" values, and some of the numbers are eye-popping. To save everyone time, here is the Top 10 from the Nov. 08 Tijuana survey, with equivalent share:
1. XHTIM 14.7
2. XHA 12.4
3. XHLTN 9.8
4. XHFG 7.6
5. XHTY 6.6
6. XHHIT 6.6
7. XHGLX 5.2
8. XHRST 5.2
9. XEKAM 4.3
10. XHMOR 3.5

The top-ranked US-licensed stations:
19. KLNV 1.4
23. KLQV 0.5

This really is no surprise. XHTIM and XHA are really focused on Tijuana which takes a back seat (or hidden in the trunk) to most San Diego targeted media outlets.

I wouldn't be surprised if KLNV and KLQV completely ignores Tijuana.

 

[davideduardo]

I wouldn't be surprised if KLNV and KLQV completely ignores Tijuana.

Other than the border crossings, there is no focus on Tijuana by either station.

 

[Nick Gerard]

For those of us outside of San Diego, but still interested in radio in Mexico, what are the dial positons and formats of XHTIM and XHA?

 

[davideduardo]

For those of us outside of San Diego, but still interested in radio in Mexico, what are the dial positons and formats of XHTIM and XHA?

94.5 is XHA La Invasora, regional
97.7 is XHTIM, La Mejor, regional

Each is focused on Tijuan. Each has a second station, same name, focused on San Diego. XHTY 99.7 and XHOCL 99.3 the respective facilities. Identical formats, differeent city.

 

[Nick Gerard]

So, are XHA and XHTIM both Tijuana-based, with Tijuana airstaffs?

Also, how are XHTY and XHOCL focused on SD? Are there local cutaways of some sort for San Diego, or are they just relays with better coverage in the city?

What, by the way, is the translation of "La Invasora?"

Incidentally, even though I'm not Hispanic and don't speak the language, I enjoy the nortena and banda music on the Spanish-language stations. Why do you think this particular genre seems to be so dominant with younger Latinos as opposed to "rock en espanol" or the music played on Latino 96.3?

Thank you, David, for your response - always interesting to read your perspectives on So Calif radio.

 

[the golden boy]

Doesn't "invasora" mean "invader"?

I know when XHOCL was a country station (XHHCR), it focused on San Diego, just like the other Tijuana-based English-language stations. Their only Mexican focus were the Visit Mexico PSAs, the Mexican national anthem, station identification in Spanish and the Sunday night programming from the Mexican government.

 

[davideduardo]

So, are XHA and XHTIM both Tijuana-based, with Tijuana airstaffs?

Both are A's (within the liberal definition of same in Mexico) so they are more suited for the compact metro that is Tijuana (more people than SD, one quarter the land area).

Also, how are XHTY and XHOCL focused on SD? Are there local cutaways of some sort for San Diego, or are they just relays with better coverage in the city?

Both are high power (same general transmitter site... ) and they run ads for SD, traffic for SD, and jocks who have SD phone lines in the studio. Each Mejor is the same format, but one for SD clients, one for TJ ones. Sam with Invasora.

What, by the way, is the translation of "La Invasora?"

Yeah, in a comic book super hero sort of way.

Incidentally, even though I'm not Hispanic and don't speak the language, I enjoy the nortena and banda music on the Spanish-language stations. Why do you think this particular genre seems to be so dominant with younger Latinos as opposed to "rock en espanol" or the music played on Latino 96.3?

Music genres are quite identified with socioeconomic levels, and Mexico is divided into A, B, C, D and E levels. D and E and most of C- is working class and "economically non-productive." And that is 80% of the population. And that is the group that likes regional Mexican music formas. Pop and rock in spanish is mostly C, and English language music is mostly A and B in appeal.

There are no successful all Spanish rock stations outside of Argentina, because rock and alternative are very very niche. The KXOL music has become popular with US Hispanics, but hardly played except for crossovers, in Mexico.

 

[e-dawg]

When I was in Tijuana, I notice a lot of young professional people don't listen to Gupera (Banda) music and listens to either the San Diego Stations or Mexican Pop Stations.

BTW, What is the difference between these radio station formats.

LATIN POP : EXA 91.7, Radio Latina 104.5, 107.3 PULSA FM, & 107.7 Las 40 Principales.

REGIONAL MEXICAN (GUPERA): La Mejor 97.7/99.3, La Invasora 94.5/99.7, La Caliente 95.3, KLNV 106.5

 

[davideduardo]

BTW, What is the difference between these radio station formats.

LATIN POP : EXA 91.7, Radio Latina 104.5, 107.3 PULSA FM, & 107.7 Las 40 Principales.

Exa... more teen, mixes English. Latina is AC, Pulsar mostly Spanish pop, 40 Principales less Mexican aritists, more rhythmic / edgy.

REGIONAL MEXICAN (GUPERA): La Mejor 97.7/99.3, La Invasora 94.5/99.7, La Caliente 95.3, KLNV 106.5
[/quote]

Mejor and Invasora, like most Mexican regionals, nearly 80% currents. La Nueva, balanced gold and current. Caliente, just a bad version of the two leaders, little more rhythmic, probably the Monterrey influence.

 

[Nick Gerard]

Music genres are quite identified with socioeconomic levels, and Mexico is divided into A, B, C, D and E levels. D and E and most of C- is working class and "economically non-productive." And that is 80% of the population. And that is the group that likes regional Mexican music formas.

If the class is economically non-productive, why then, would so many American stations choose a regional Mexican format? Is it sheer numbers? If the listeners are largely low income, do the local retail advertisers on these stations get results?

 

[RadeoEngineer]

So, are XHA and XHTIM both Tijuana-based, with Tijuana airstaffs?

Both are A's (within the liberal definition of same in Mexico) so they are more suited for the compact metro that is Tijuana (more people than SD, one quarter the land area).

Boy, liberal definition of "A" re: XHTIM is more than an understatement. I can't address the current situation, but a few years back I took controlled measurements of XHTIM and found where they were supposed to be sending an equivalent 400 watts to the north, the actual was 10 kW. I brought in a well known consulting engineer to duplicate my efforts using his own equipment and methodology and the findings were the same. XHTIM wasn't the only facility using those famous "Mexican watts" as Victor Diaz once referred to.

 

[davideduardo]

If the class is economically non-productive, why then, would so many American stations choose a regional Mexican format? Is it sheer numbers? If the listeners are largely low income, do the local retail advertisers on these stations get results?

D is blue collar. E is non-productive (barter economy, etc).

The advertisers get results because such stations mostly advertise soft drings and other low-priced consumer goods.

The blue collar laborer in Mexico is the $24 and hour plasterer in California. There is much less differentiation by income level in the US, where blue colar work is, to an extent, honored and respected.

 

[GeorgeJ.]

Speaking of request lines for Tijuana stations that broadcast to English listeners in San Diego...

When 91X moved its studio from the offices in San Diego to the transmitter building above Tijuana, Frank Felix had the jocks plugging the "International Request Line" with a local Tijuana number...so the San Diego listeners had to dial a Tijuana number to call the request line...Real classy.

 

[RadeoEngineer]

Speaking of request lines for Tijuana stations that broadcast to English listeners in San Diego...

When 91X moved its studio from the offices in San Diego to the transmitter building above Tijuana, Frank Felix had the jocks plugging the "International Request Line" with a local Tijuana number...so the San Diego listeners had to dial a Tijuana number to call the request line...Real classy.

And then I had to come up with a system before this stuff was easy that would forward calls from a single phone line located in the lobby at Pacific Hwy. It worked about 1/3 of the time.