WPAT FM's Low Ratings

[Barry]

While Spanish language stations Mega 97.9 and X96.3 are getting decent overall ratings, WPAT FM 93.1 has been mired around 1.5 for quite some time. The only commercial class B in this market with lower ratings is the tractionless WEMP. They have tried several format adjustments in the past year or two, and now sound more like a CHR. But the ratings have not improved.
With WEPN 1050 AM planning to switch to Spanish language sports in September, there will be even more competition for the Hispanic audience. Perhaps there are more Spanish FMs than this market can fully support. Or maybe they should try a talk format, like some other new FM stations.
I also find it curious that the overall ratings of X96.3's sister station, Regional Mexican WQBU 92.7 are about half of what they were a year ago. They were recently at only .3.

 

[davideduardo]

With WEPN 1050 AM planning to switch to Spanish language sports in September, there will be even more competition for the Hispanic audience.

If you look at the Spanish language ESPN numbers in other markets, it's no competition at all.

Perhaps there are more Spanish FMs than this market can fully support. Or maybe they should try a talk format, like some other new FM stations.

Outside of Puerto Rico, there are no successful Spanish language talkers anywhere on the mainland. Even apparently successful ones, like WAQI, have ultra-geezer demos. In 25-54, or the Hispanic sales demo, 18-49, there is little potential to exceed what WPAT has now.

There are rumors that the recent changes at KXOL in LA will be applied to WLEY, WPAT and WXDJ.

I also find it curious that the overall ratings of X96.3's sister station, Regional Mexican WQBU 92.7 are about half of what they were a year ago. They were recently at only .3.

That is the problem you have when you take a limited signal and target a subset of a subset of a subset of a subset... Hispanic, Spanish dominant, from Mexico, who like regional Mexican music. Any little change in sample will be very noticeable.

 

[Barry]

There are rumors that the recent changes at KXOL in LA will be applied to WLEY, WPAT and WXDJ.

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English. Perhaps this type of format would attract more second and third generation Hispanics, who are currently tuning into WKTU, Z-100 etc, than what WPAT currently offers. And a fair number of people that are not of Hispanic background may enjoy the high energy "Party" presentation.
And their new morning personality, DJ Laz, is fun to listen to. I think he would sound fine if he is also broadcast in New York. He has made it clear he would like to be heard in other markets in addition to L.A.

LA 96.3 Stream: http://lamusica.com/sbsplayer-latino.php

 

[ansky212]

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English.

But isn't that pretty much what X96.3 is already doing? It would seem that an all-English format on 93.1 would make the most sense. Reason being, there are probably not many English speaking people that are going to listen to a 50/50 English/Spanish split (I know I wouldn't, which is why I don't listen to 96.3). You're probably more likely to get Spanish speaking people to listen to an all-English station.

 

[Barry]

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English.

But isn't that pretty much what X96.3 is already doing? It would seem that an all-English format on 93.1 would make the most sense. Reason being, there are probably not many English speaking people that are going to listen to a 50/50 English/Spanish split (I know I wouldn't, which is why I don't listen to 96.3). You're probably more likely to get Spanish speaking people to listen to an all-English station.

LA 96.3 (KXOL) sounds very different from X96.3 in New York. The personalities there speak almost entirely in English, and play none of the salsa, merengue and bachata heard on X96.3. They play lots of the rhythmic music heard on WKTU, along with mainstream Hispanic artists such as Pitbull and Daddy Yankee.
According to RadioInsight.com today, DJ Laz and the Party format will likely also be heard on sister SBS station WRMA in Miami, starting in early July. WRMA is currently Spanish AC. So the rumor mentioned by David Eduardo is his post above that this programming will also be brought to WPAT FM may turn out to be correct.

 

[Theater of My Mind]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

 

[Barry]

I recall reading that WKTU has many Hispanic listeners.
So perhaps if WPAT FM gets a format similar to KXOL, LA 96.3 with lots of rhythmic music and some of the big Spanish hits, it will give them some competition.

 

[radioguy39nj]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

If WPAT-FM switches and gains listeners at 92.3 NOW's expense, say hello to WFAN-FM. CBS could move WFAN's local programming to 92.3 and have a 50 kW blaster on 660 AM for the all-new CBS Sports Radio.

 

[d21ofnj]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

There's a stronger chance WFAN will be on 92.3 than the return of K-Rock for a 3RD time.

 

[Barry]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

If WPAT-FM switches and gains listeners at 92.3 NOW's expense, say hello to WFAN-FM. CBS could move WFAN's local programming to 92.3 and have a 50 kW blaster on 660 AM for the all-new CBS Sports Radio.

If WPAT adopts LA 96.3's rhythmic bilingual format, I believe it may have more impact on WKTU, rather than 92.3 Now. It is really more of a rhythmic format, rather than CHR.
If the change takes place, and is successful, it would be interesting whether WKTU would make any tweaks. The format could pull Hispanic listeners from 'KTU.

 

[badjef]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

If WPAT-FM switches and gains listeners at 92.3 NOW's expense, say hello to WFAN-FM. CBS could move WFAN's local programming to 92.3 and have a 50 kW blaster on 660 AM for the all-new CBS Sports Radio.

Don't hold your breath for WFAN-FM. Now that ESPN beat CBS to the "Sports on FM" "race", they will take a wait and see position.

There is no local pbp for NY's 98.7, so, they have to rely on other programming. If it starts hurting 660WFAN, other than "curiosity cume", then all bets are off.

Jeff in Sa-ra-so-ta!

 

[radioguy39nj]

There is no local pbp for NY's 98.7, so, they have to rely on other programming. If it starts hurting 660WFAN, other than "curiosity cume", then all bets are off.

Jeff in Sa-ra-so-ta!

Jeff, WEPN has had the Jets since they started in 2001, and the Knicks and Rangers since 2004. The flip to 98.7 FM occured during the Rangers and Knicks playoff run. All Jets games this season will air on 98.7 FM.

WEPN-FM has expressed interest in acquiring Yankees' rights for 2013. The Yankees current deal with WCBS-AM expires after this season. WCBS-AM is losing $$$$ on Yankee broadcasts. The Yankees want more $$$$. Currently, CBS pays $13MM per season. Entercom pays the Boston Red Sox $18MM.

If WEPN-FM really wants the Yankees, not only will they have to overpay, they also might have to risk losing the teams they already have. The Yankees have always been on a station that catered to them. IINM, the Yankees will not accept being bumped to another radio station for any Jets game, pre-season or regular season, regardless of the Jets airing on WEPN for 10 years. After all, they're the Yankees!

 

[TimeIsTight]

After all, they're the Yankees! Wink

Still, you have to wonder if carrying the Yankees turns an otherwise profitable station into a perpetual money loser, if CBS and ESPN are willing to outbid each other to become the biggest loser?

What's most important to the stations is their day-to-day sports talk audience that brings in the profits. The sports teams, like the Devils, who buy their own game time and sell their own spots, virtually guarantee the station a profit on that coverage. Most of the football is on Sundays and probably is profitable to carry, so, really, why risk offending all those profitable clients just to carry the Yankees and lose millions a year? The prestige isn't worth it if it turns the station into a money loser. After all, the purpose of owning the station is to make money, just like owning the Yankees is about making money. And if a profit can't be made, none of the other non-sports stations are going to bid either.

The Yankees add about 500,000 listeners to the WCBS weekly cume, and drew an average game cume of 364,000 last year. In a market of 15-million, with the top stations cuming 5-million, that's not a big enough deal to lose millions for. Or is it???

 

[badjef]

There is no local pbp for NY's 98.7, so, they have to rely on other programming. If it starts hurting 660WFAN, other than "curiosity cume", then all bets are off.

Jeff in Sa-ra-so-ta!

Jeff, WEPN has had the Jets since they started in 2001, and the Knicks and Rangers since 2004. The flip to 98.7 FM occured during the Rangers and Knicks playoff run. All Jets games this season will air on 98.7 FM.

WEPN-FM has expressed interest in acquiring Yankees' rights for 2013. The Yankees current deal with WCBS-AM expires after this season. WCBS-AM is losing $$$$ on Yankee broadcasts. The Yankees want more $$$$. Currently, CBS pays $13MM per season. Entercom pays the Boston Red Sox $18MM.

If WEPN-FM really wants the Yankees, not only will they have to overpay, they also might have to risk losing the teams they already have. The Yankees have always been on a station that catered to them. IINM, the Yankees will not accept being bumped to another radio station for any Jets game, pre-season or regular season, regardless of the Jets airing on WEPN for 10 years. After all, they're the Yankees!

WEPN-FM, of course, would be interested in the Yankees, because Disney wants the Yankees Baseball Franchise.

Thank You, I forgot about the Jets (see my sig?), but is there still a 100% simulcast with 1050?

Jeff in Sa-ra-so-ta!

 

[pjc1961]

The 100% simulcast between 1050 AM/98.7 FM will continue until September 2012 when 1050 will become an ESPN Deportes affiliate.

 

[Barry]

As rumored, WPAT's sister SBS owned Spanish A/C station in Miami WRMA, flipped today to the same type of format as heard on KXOL in L.A. The music is a mix of rhythmic music similar to what is played on WKTU, and contemporary Spanish hits. DJ Laz, who is very familiar to the Miami market, will be simulcasting his lively morning show from KXOL, beginning July 4.
So WPAT may be also changing to this format, with personalities speaking mostly in English, in the near future.

The brand new DJ 106.7, Miami: http://dj1067fm.com/

 

[TonySantiago]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

Ummm.....from what this sounds like, and correct me if I'm wrong here please, it's 'KTU meeting La Mega.
Ummm.....you're taking two similar stations musically and combining it to one per se?

I'm really not feeling it. If I wanted Latin music, I'd go to X96.3 or La Mega. If I had no choice but to have the radio on and listen to dance, I'll stick around for 92.3 Now.

Now if it was 92.3 Now meeting EDM, then I can smile

 

[davideduardo]

The 100% simulcast between 1050 AM/98.7 FM will continue until September 2012 when 1050 will become an ESPN Deportes affiliate.

... and a 0.3 share potential.

 

[ansky212]

Ummm.....from what this sounds like, and correct me if I'm wrong here please, it's 'KTU meeting La Mega.
Ummm.....you're taking two similar stations musically and combining it to one per se?

I was thinking the same thing. Actually, isn't X96.3 basically already a combination of KTU and La Mega to some degree? This just seems like a copy of X96.3 so I don't see the point of this type of format. They probably would be better off with an all English format. The NYC market is already oversaturated with rhythmic and spanish music, so this would just split hairs even more.

 

[Morpheux]

Both DJ 106.7 in Miami and LA 96.3 targets American born Latinos that are 18-34 primarily who prefer hearing Hip Hop,Rhythmic mixed in with the current "Urbano" sounds whether its Bachata or Reggaetón or just Latin Rap (depending on the market).. The format can adjust according to the music cycles. The presentation will be mostly in English. What you hear on X96.3 is more Spanish in presentation and plays more Merengue and Salsa with hardly any Hip Hop except for the mix shows.