So WCVG is now "Regional Mexican". Will Clear Channel sue, fearing the loss of both of its Hispanic listeners and the Taco Bell account? I'm seriously politically incorrect, but where's the outcry for the programming coiming from in an area that's super-low in Hispanic population? Or is this just a stunt, another in the long history of our late, lamented "All Elvis" formatted signal? ???
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WCVG format flip
- Thread starter TANKSBACK
- Start date
T
Toddy-0
Guest
TANKSBACK said:So WCVG is now "Regional Mexican". Will Clear Channel sue, fearing the loss of both of its Hispanic listeners and the Taco Bell account? I'm seriously politically incorrect, but where's the outcry for the programming coiming from in an area that's super-low in Hispanic population? Or is this just a stunt, another in the long history of our late, lamented "All Elvis" formatted signal? ???
And the basis of this is? Did you know that immigration issues are almost (if not) the most pressing issue for attorneys in this quaint section of Ohio? Look at Price Hill, Lockland, Fairfield, West Chester, Loveland and Covington. The Latino (being politically correct) community is growing. Welcome to Cincinnati! Que Pasa dude!
J
Jeff_Davis
Guest
"Super low?" What parts of town do you frequent Tank? Have you been in Florence, downtown, Covington, Newport, Price Hill, Carthage, Evendale, Hamilton, etc...?
The Hispanic population is growing at a fast rate. There's even an all-Spanish Catholic parish in Erlanger that serves Northern Kentucky. If waht the new salesmanager says is true, there are close to 75,000 Hispanics living in the tri-state: http://news.enquirer.com/apps/pbcs.dll/article?AID=/20060719/ENT/607190305/1025/LIFE
The Hispanic population is growing at a fast rate. There's even an all-Spanish Catholic parish in Erlanger that serves Northern Kentucky. If waht the new salesmanager says is true, there are close to 75,000 Hispanics living in the tri-state: http://news.enquirer.com/apps/pbcs.dll/article?AID=/20060719/ENT/607190305/1025/LIFE
As I clearly warned you, my post was "politically incorrect". Now for a few facts. A little research shows that "Regional Mexican" is usually a format that only shows any significant impact in markets with a large Hispanic (Arbitron's term, not mine) population, especially in relation to the Black population. When you start seeing Hispanic population statistics higher than Black, especially markets where it gets to 1.5 to 1 or higher, you start to see some "Regional Mexican" format influence. Cincinnati is rated as 11.5 percent Black, less that 1 percent Hispanic (Arbitron stat). The format will be on one of the least powerful, most insignificant signals in the market. Prediction: This will never reach a .5 share. If it turns out down the road that I'm wrong, I will be man enough to admit it. I believe that the math will prove me correct.
J
Jeff_Davis
Guest
You bring up some great points, but let me answer them.
I have the Arbitron Winter 2006 report in front of me. The 12+ Hispanic estimate for Cincinnati is 1.3%. That's 22,000 based on the 2000 Census and projected ahead, but I'm fairly positive that's increased even more in 6 years.
WCVG routinely got 12+ shares in the neighborhood of 0.4 to 0.8 during its run as Gospel. I think that's about where the Regional Mexican format will be. With these sharply niched formats, it's not so much about Cume as it is AQH. You have to think that listeners will stick with the only Spanish speaking station in the market for long periods of time.
I also point to WDBZ's Sunday night Spanish programs that are locally produced. WDBZ gets over a 1.0 share 12+ between 7pm and Midnight on Sundays with a relatively small cume that mirrors the AQH. During most of Sunday, they don't break a 1.0 share 12+. During that Sunday evening period with Adults 25-54 (AQH), they beat WCKY, WKRC, WKRQ, and WVMX. With Women 25-54 (AQH), they actually beat WRRM during that time and it's over a 5.0 share. During no other time on WDBZ's schedule do they come even close to being that competitive. The Sunday evening daypart is way over their weekend averages. Now, that really is the ONLY time that Spanish language radio is available in Cincinnati, so you'd expect long listening. When it's spread out over the entire week and is no longer a "special" program, that listening will be diluted. But, I think the audience is there and it will be VERY loyal. (It's also interesting to hear the "Right Store. Right Price." Kroger jingle sung in Spanish!)
There are also rumblings that Davidson is interested in WCIN.
I have the Arbitron Winter 2006 report in front of me. The 12+ Hispanic estimate for Cincinnati is 1.3%. That's 22,000 based on the 2000 Census and projected ahead, but I'm fairly positive that's increased even more in 6 years.
WCVG routinely got 12+ shares in the neighborhood of 0.4 to 0.8 during its run as Gospel. I think that's about where the Regional Mexican format will be. With these sharply niched formats, it's not so much about Cume as it is AQH. You have to think that listeners will stick with the only Spanish speaking station in the market for long periods of time.
I also point to WDBZ's Sunday night Spanish programs that are locally produced. WDBZ gets over a 1.0 share 12+ between 7pm and Midnight on Sundays with a relatively small cume that mirrors the AQH. During most of Sunday, they don't break a 1.0 share 12+. During that Sunday evening period with Adults 25-54 (AQH), they beat WCKY, WKRC, WKRQ, and WVMX. With Women 25-54 (AQH), they actually beat WRRM during that time and it's over a 5.0 share. During no other time on WDBZ's schedule do they come even close to being that competitive. The Sunday evening daypart is way over their weekend averages. Now, that really is the ONLY time that Spanish language radio is available in Cincinnati, so you'd expect long listening. When it's spread out over the entire week and is no longer a "special" program, that listening will be diluted. But, I think the audience is there and it will be VERY loyal. (It's also interesting to hear the "Right Store. Right Price." Kroger jingle sung in Spanish!)
There are also rumblings that Davidson is interested in WCIN.
J
Jeff_Davis
Guest
If they can find some acreage in Norwood!
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