WLZL El Zol 99.1

[evolve991]

Is the listener base for El Zol 99.1 in DC really as low as reported or are the numbers skewed and/or incorrect? This is a legitimate question,I'm not trying to start an argument or insult anyone. I know corporations can be blind to reality.

 

[davideduardo]

Is the listener base for El Zol 99.1 in DC really as low as reported or are the numbers skewed and/or incorrect? This is a legitimate question,I'm not trying to start an argument or insult anyone. I know corporations can be blind to reality.

A cume of 310,000 and a 6+ share of 2.1 as reported in the trades is not bad; in an article I saw that the 25-54 sales demo performance was a very nice 3.1 share.

There are 569,000 6+ Hispanics in the market, and about 60% Spanish dominant. That means that virtually every Spanish dominant person in the market is cuming the station.

 

[Slinky]

Is the listener base for El Zol 99.1 in DC really as low as reported or are the numbers skewed and/or incorrect? This is a legitimate question,I'm not trying to start an argument or insult anyone. I know corporations can be blind to reality.

A cume of 310,000 and a 6+ share of 2.1 as reported in the trades is not bad; in an article I saw that the 25-54 sales demo performance was a very nice 3.1 share.

There are 569,000 6+ Hispanics in the market, and about 60% Spanish dominant. That means that virtually every Spanish dominant person in the market is cuming the station.

They do pretty amazing numbers considering the fact that many in Hispanic-heavy Northern Virginia cannot receive the station. I'd imagine they'd be top 10 on a better signal. 99.1 was the worst one CBS could have picked for the format.

 

[davideduardo]

They do pretty amazing numbers considering the fact that many in Hispanic-heavy Northern Virginia cannot receive the station. I'd imagine they'd be top 10 on a better signal. 99.1 was the worst one CBS could have picked for the format.

How could they possibly do any better than reaching essentially every Spanish dominant Hispanic in the market?

And they get about a third of their cume from VA ZIP codes.

 

[evolve991]

I was going by the PPM numbers which I suspect are misrepresenting alot of stations. I work around Spanish guys on the jobsite and noticed they've been listening to WPOC and WXCY lately. They used to have El Zol on which comes in clearly in the Baltimore/Harford county MD area. Before you consider me another white racist: I get along fine with my coworkers no matter where they're from. The only point of stress ever between us is our music. I was perfectly cheery as long as I could crank up 99.1 HFS to drown out their music....that goes for WPOC,WXCY,WLZL,98Rock,DC101 ....but now I have no alternative and they're listening to country instead of El Zol ...I don't hate Spanish music but do hate country music...CBS would have been better off putting El Zol on a signal that reaches the most Spanish listeners but then CBS isn't known for smart decisions.

 

[davideduardo]

I was going by the PPM numbers which I suspect are misrepresenting alot of stations.

Per the released reports, there are about 300,000 Spanish dominant Hispanics in the MSA, and the cume of WLZL is about 300,000.

 

[Slinky]

They do pretty amazing numbers considering the fact that many in Hispanic-heavy Northern Virginia cannot receive the station. I'd imagine they'd be top 10 on a better signal. 99.1 was the worst one CBS could have picked for the format.

How could they possibly do any better than reaching essentially every Spanish dominant Hispanic in the market?

And they get about a third of their cume from VA ZIP codes.

Increased penetration in the VA part of the market would equal increased TSL.

I'm sure a decent amount of VA listeners cume them in the car but can't get them at home or work.

Anyway, a third of their cume from VA zip codes is not good, considering that half of the market's Hispanic population is in VA. That means they're missing out on a lot of listeners.

 

[Slinky]

Plus, why are you assuming that they cume every Spanish-dominant Hispanic in the market? Arbitron PPM studies have shown that up to 40% of non-Spanish dominant Hispanic (i.e. mostly English or 50/50) listening is to Hispanic-targeted radio. Plus with PPM, cumes are going through the roof. Your assumption may have held true in the diary era, but with PPM, there are a lot of listeners who aren't Spanish dominant that are listening to Hispanic radio.

 

[davideduardo]

Plus, why are you assuming that they cume every Spanish-dominant Hispanic in the market? Arbitron PPM studies have shown that up to 40% of non-Spanish dominant Hispanic (i.e. mostly English or 50/50) listening is to Hispanic-targeted radio. Plus with PPM, cumes are going through the roof. Your assumption may have held true in the diary era, but with PPM, there are a lot of listeners who aren't Spanish dominant that are listening to Hispanic radio.

I said they cume very close to every Spanish dominant person in the market, which is pretty amazing. Of course, that comes from being the only FM in the market, too.

"Hispanic Targeted" radio is not "Spanish language radio." In LA, KIIS, KAMP, KYSR, KPWR and a dozen other English language stations are Hispanic targeted.

There is very little listening to Spanish language stations outside of Spanish dominants. I did a comparison of several PPM markets with comparable percentages of Spanish and English dominants, and found that only about 10% to 12% of AQH listening in adults comes from non-Spanish dominants.

While most stations have had cume growth, with PPM, Spanish language stations have not grown as much, as there was little cume for them to grow into, since Spanish dominant Hispanics are a smaller portion of each market. And, in the case of WLZL, they reached a cume near the total number of Spanish dominants, and there is not much more they can do.

Looking again at some comparable PPM markets, quite a bit less than 20% of the 18+ Hispanic listening by non-Spanish dominants is to Spanish language stations.

 

[evolve991]

I still think putting El Zol on that particular transmitter is like putting Baltimore sports on VA stations.....oh wait....they're doing that too :-X

They 'brought HFS back' by putting it on a subchannel of a station that doesn't reach IT'S listeners well either. AND you have to have an Ibiquity radio!! CBS didn't just drop the ball they tossed in in a chipper.

 

[evolve991]

AND THE NUMBERS KEEP....ummm...lying? With a 15th place tie between WTGB and WPGC, 18th place WLZL and 21st place WJFK I don't see where CBS hit ANYthing they aimed for. If this system of ranking radio success isn't working maybe they should measure it by the REAL important factors...like how much each commercial pays them,which companies pay most,how many consumers actually made a decision based on the ad. Maybe the Geico caveman could host a show with the 'winners' in each market. Instead they base formats and locations on advertisers wishes and pretend to base them on listeners preference.

 

[davideduardo]

With a 15th place tie between WTGB and WPGC, 18th place WLZL and 21st place WJFK I don't see where CBS hit ANYthing they aimed for.

WJFK just recently changed to sports, and it is already Top 10 with men... and that means they are billing very well, as sports does not "look like" it gets good numbers in most places, yet it bills enormously due to the advertiser appeal of the "environment" for sales.

PGC is a mess...

WTGB is way Top 10 in 25-44 Women, another very good sales cell. For years, KYSR in LA was Top 5 in billings with good 25-44 female delivery, so they may have a very nice and profitable niche. Remeber, the format is brand new, too.

WLZL is pretty much the only place where Hispanic targeted campaigns can be placed in this growing Hispanic market. The signal is marginal, yet it bills well and has suffered less decline than probably any other station in the market in this economy.

... maybe they should measure it by the REAL important factors...like how much each commercial pays them,which companies pay most,how many consumers actually made a decision based on the ad.

In a multi-media, multi-station campaign, there is no consistently effective and accurate way to determine sales per station. Stations are measured by audience delivery, as the ad message is mostly out of station control.

 

[evolve991]

OK. I now understand that I don't understand anything about radio as far as ratings go. I keep seeing the CBS cluster staying in the same places as they were before they flipped ,or threatened to, and assume they've made no progress. I'll just add the PPMs to the list of Movie Critics, Self Help Moguls and Politicians that I don't believe. If there truly are lots of listeners enjoying a radio stations efforts COOL!! TURN IT UP!!! I just hate corporate waste and hubris. I once threw a computer system worth 5M in the dumpster because the corporation we were working for said to. I was told if anyone were to 'steal' it from the dumpster it would be a felony and they'd get no less than 5 years. In front of the building were employees picketing for better health packages. I hate corporate thinking.