kove 1065 flipping after midnite to recuerdos, if your awake.
feliz navidad
pelochas
feliz navidad
pelochas
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x mas present: station flipping midnite
- Thread starter IngenieroPerron
- Start date
Re: Format Flip
> kove 1065 flipping after midnite to recuerdos, if your
> awake.
Actually, it is happening at 2 AM and the name is "106.5 Recuerdo."
> kove 1065 flipping after midnite to recuerdos, if your
> awake.
Actually, it is happening at 2 AM and the name is "106.5 Recuerdo."
O
osr
Guest
Re: Format Flip
> > kove 1065 flipping after midnite to recuerdos, if your
> > awake.
>
> Actually, it is happening at 2 AM and the name is "106.5
> Recuerdo."
>
David, I'm surprised you didn't let us know this was going to happen months ago.
In the Fall P2 book they were steady at 2.5, and not the lowest rated Univision property. That honor went to KQBU. Am I the only one surprised by this sudden flip on KOVE? I thought the station was doing well with Spanish ballads and pop music.
> > kove 1065 flipping after midnite to recuerdos, if your
> > awake.
>
> Actually, it is happening at 2 AM and the name is "106.5
> Recuerdo."
>
David, I'm surprised you didn't let us know this was going to happen months ago.
In the Fall P2 book they were steady at 2.5, and not the lowest rated Univision property. That honor went to KQBU. Am I the only one surprised by this sudden flip on KOVE? I thought the station was doing well with Spanish ballads and pop music.
M
Mediafrog
Guest
Re: Format Flip
> Am I the only one surprised by this
> sudden flip on KOVE? I thought the station was doing well
> with Spanish ballads and pop music.
The stunning success of Recuerdo clone "La Preciosa" on DFW's KEGL obviously prompted Univision to quickly take action in Houston before someone else beat them to the punch (see our earlier thread about this.) Sad to see K-Love go, but the Recuerdo format seems to be too hot to pass up right now. Congrats to Univision for quick thinking and a bold move.
Radio One must be kicking itself right now, as a Recuerdo/Preciosa format would have been an excellent choice for a KROI relaunch, should they have wanted to stick with their Hispanic initiative. I have a feeling La Mera Mera will take a big hit in the ratings from Recuerdo...that 92.1 format flip I've predicted after the Spring 2006 book might still be on track
As I also mentioned in a previous thread, Que Buena 93.3 is closely tied to Estereo Latino for spot sales (target audiences are demographic cousins) so I didn't think Univision would choose that station for a flip. 106.5 has the better signal, and Univision is apparently still happy with KPTY despite some recent erosion.
> Am I the only one surprised by this
> sudden flip on KOVE? I thought the station was doing well
> with Spanish ballads and pop music.
The stunning success of Recuerdo clone "La Preciosa" on DFW's KEGL obviously prompted Univision to quickly take action in Houston before someone else beat them to the punch (see our earlier thread about this.) Sad to see K-Love go, but the Recuerdo format seems to be too hot to pass up right now. Congrats to Univision for quick thinking and a bold move.
Radio One must be kicking itself right now, as a Recuerdo/Preciosa format would have been an excellent choice for a KROI relaunch, should they have wanted to stick with their Hispanic initiative. I have a feeling La Mera Mera will take a big hit in the ratings from Recuerdo...that 92.1 format flip I've predicted after the Spring 2006 book might still be on track
As I also mentioned in a previous thread, Que Buena 93.3 is closely tied to Estereo Latino for spot sales (target audiences are demographic cousins) so I didn't think Univision would choose that station for a flip. 106.5 has the better signal, and Univision is apparently still happy with KPTY despite some recent erosion.
O
osr
Guest
Re: Format Flip
You are right, Mediafrog. This was a bold move for Univision, and hopefully it will pay off for them. Looks like it is time for Radio One to go with what they know, and that's not a spanish speaking format. KROI is on borrowed time, now more than ever. Maybe they'll bring back the 90's format.*snickers*
I am wondering if this was not a very last minute decision for Univision? I'll have to check on my way home from work today..but there is still a K-Love billboard on the North Loop at North Main as of this last week. On a Clear Channel billboard no less...
You are right, Mediafrog. This was a bold move for Univision, and hopefully it will pay off for them. Looks like it is time for Radio One to go with what they know, and that's not a spanish speaking format. KROI is on borrowed time, now more than ever. Maybe they'll bring back the 90's format.
*snickers*I am wondering if this was not a very last minute decision for Univision? I'll have to check on my way home from work today..but there is still a K-Love billboard on the North Loop at North Main as of this last week. On a Clear Channel billboard no less...
Re: Format Flip
> > kove 1065 flipping after midnite to recuerdos, if your
> > awake.
>
> Actually, it is happening at 2 AM and the name is "106.5
> Recuerdo."
>
It actually happened. KLOVE is gone. I have several clients that have had enormous success using KLOVE for years. How will recuedos compare? Will the new format retain the same listenership as it expands its reach? If those devoted KLOVE listeners leave, where will they go for what I describe as KODA in spanish?
> > kove 1065 flipping after midnite to recuerdos, if your
> > awake.
>
> Actually, it is happening at 2 AM and the name is "106.5
> Recuerdo."
>
It actually happened. KLOVE is gone. I have several clients that have had enormous success using KLOVE for years. How will recuedos compare? Will the new format retain the same listenership as it expands its reach? If those devoted KLOVE listeners leave, where will they go for what I describe as KODA in spanish?
O
osr
Guest
Re: Format Flip
> > > kove 1065 flipping after midnite to recuerdos, if your
> > > awake.
> >
> > Actually, it is happening at 2 AM and the name is "106.5
> > Recuerdo."
> >
>
> It actually happened. KLOVE is gone. I have several
> clients that have had enormous success using KLOVE for
> years. How will recuedos compare? Will the new format
> retain the same listenership as it expands its reach? If
> those devoted KLOVE listeners leave, where will they go for
> what I describe as KODA in spanish?
>
Maybe K-Love 92.1 is the answer....
Is Univision going to hold on to the KOVE calls or have they applied for new calls to compliment the new format?
> > > kove 1065 flipping after midnite to recuerdos, if your
> > > awake.
> >
> > Actually, it is happening at 2 AM and the name is "106.5
> > Recuerdo."
> >
>
> It actually happened. KLOVE is gone. I have several
> clients that have had enormous success using KLOVE for
> years. How will recuedos compare? Will the new format
> retain the same listenership as it expands its reach? If
> those devoted KLOVE listeners leave, where will they go for
> what I describe as KODA in spanish?
>
Maybe K-Love 92.1 is the answer....
Is Univision going to hold on to the KOVE calls or have they applied for new calls to compliment the new format?
Re: Format Flip
> > > kove 1065 flipping after midnite to recuerdos, if your
> > > awake.
> >
> > Actually, it is happening at 2 AM and the name is "106.5
> > Recuerdo."
> >
>
> It actually happened. KLOVE is gone. I have several
> clients that have had enormous success using KLOVE for
> years. How will recuedos compare? Will the new format
> retain the same listenership as it expands its reach? If
> those devoted KLOVE listeners leave, where will they go for
> what I describe as KODA in spanish?
We have good experience in Phoenix, a market with some decided similarities to Houston. There, and existing AC with shares around a 2 to 2.5 conveted several months ago to Recuerdo.
First, Houston and Phoenix are about the same percentage of Hispanic population. Second, the population has exploded inthe last 10 to 15 years, meaning much of it is very new to the area and highly Spanish domianant.
At KOMR in Phoenix, based not only on the Arbitrends but our own internal research (with a larger sample) it appears that most of the listeners stayed, and many more came to the format. In Phoenix, the source of the new listeners is about half La campesina, an old line, traditional sounding non'commercial FM and the other half come from English stations. Apparently, there are many who listen to English stations who are bilingual, and don´t listen a lot to Spanish because too much of the music on current based formats is unfamiliar.
The most exciting thing is that the listeners respond better. A van hit before drew a dozen people in PHX. Today it draws 40 to 60. The demos seem about the same, but there are just more listeners as this is the broadesd bassed music format for those who do not want the more up'tempo, current based approach to Mexican music.
The other nice thing is that the station has a huge playlist... not once in a while fills, but real songs in rotation. So the TSL is very nice, making the frequency increase. In essence, in PHX we found it to be simply a better way to reach more of the same kind of listener.
>
> > > kove 1065 flipping after midnite to recuerdos, if your
> > > awake.
> >
> > Actually, it is happening at 2 AM and the name is "106.5
> > Recuerdo."
> >
>
> It actually happened. KLOVE is gone. I have several
> clients that have had enormous success using KLOVE for
> years. How will recuedos compare? Will the new format
> retain the same listenership as it expands its reach? If
> those devoted KLOVE listeners leave, where will they go for
> what I describe as KODA in spanish?
We have good experience in Phoenix, a market with some decided similarities to Houston. There, and existing AC with shares around a 2 to 2.5 conveted several months ago to Recuerdo.
First, Houston and Phoenix are about the same percentage of Hispanic population. Second, the population has exploded inthe last 10 to 15 years, meaning much of it is very new to the area and highly Spanish domianant.
At KOMR in Phoenix, based not only on the Arbitrends but our own internal research (with a larger sample) it appears that most of the listeners stayed, and many more came to the format. In Phoenix, the source of the new listeners is about half La campesina, an old line, traditional sounding non'commercial FM and the other half come from English stations. Apparently, there are many who listen to English stations who are bilingual, and don´t listen a lot to Spanish because too much of the music on current based formats is unfamiliar.
The most exciting thing is that the listeners respond better. A van hit before drew a dozen people in PHX. Today it draws 40 to 60. The demos seem about the same, but there are just more listeners as this is the broadesd bassed music format for those who do not want the more up'tempo, current based approach to Mexican music.
The other nice thing is that the station has a huge playlist... not once in a while fills, but real songs in rotation. So the TSL is very nice, making the frequency increase. In essence, in PHX we found it to be simply a better way to reach more of the same kind of listener.
>
Re: Format Flip
>
> I am wondering if this was not a very last minute decision
> for Univision? I'll have to check on my way home from work
> today..but there is still a K-Love billboard on the North
> Loop at North Main as of this last week. On a Clear Channel
> billboard no less...
Very often, billboards stay up with the old paper on them even after the contract is over. Obviously, since the book ended a week and a half ago, no station is paying for boards right now unless they have a paint or spectacular on a long term deal due to prime location.
Clear Channel outdoor is a separate company form the radio company... they split apart recently, but the good thing is that it is no longer part of CCU radio.
>
>
> I am wondering if this was not a very last minute decision
> for Univision? I'll have to check on my way home from work
> today..but there is still a K-Love billboard on the North
> Loop at North Main as of this last week. On a Clear Channel
> billboard no less...
Very often, billboards stay up with the old paper on them even after the contract is over. Obviously, since the book ended a week and a half ago, no station is paying for boards right now unless they have a paint or spectacular on a long term deal due to prime location.
Clear Channel outdoor is a separate company form the radio company... they split apart recently, but the good thing is that it is no longer part of CCU radio.
>
Re: Format Flip
> > > > > Is Univision going to hold on to the KOVE calls or have they
> applied for new calls to compliment the new format?
>
While I personally would like to see new call letters for this fresh start, I wouldn't count on it. It didn't seem that long ago that they were a top 10 contender in several books; although I like the Recuerdos format; it sure is tough for this Spanish pop/rock fan to see K-Love go, as I had them preset ever since they were at 100.7 back in the late '90s.
Lost in all this discussion, though, is how Lieberman must be reacting. They probably are having a merry Christmas indeed now that XO107.9 has the straight up Spanish pop/rock market to itself in Houston (while K-Love and XO targeted different audiences, they shared many artists). Granted, they're on a terrible rimshot, and according to Don David, Spanish language pop is fading fast, but I don't doubt they'll see at least a short term uptick thanks to those who need their Shakira/RBD/Chayanne fix. Question is, will it be enough to sustain them in the long haul, or are the issues of the signal and Mega just too much to overcome?
> > > > > Is Univision going to hold on to the KOVE calls or have they
> applied for new calls to compliment the new format?
>
While I personally would like to see new call letters for this fresh start, I wouldn't count on it. It didn't seem that long ago that they were a top 10 contender in several books; although I like the Recuerdos format; it sure is tough for this Spanish pop/rock fan to see K-Love go, as I had them preset ever since they were at 100.7 back in the late '90s.
Lost in all this discussion, though, is how Lieberman must be reacting. They probably are having a merry Christmas indeed now that XO107.9 has the straight up Spanish pop/rock market to itself in Houston (while K-Love and XO targeted different audiences, they shared many artists). Granted, they're on a terrible rimshot, and according to Don David, Spanish language pop is fading fast, but I don't doubt they'll see at least a short term uptick thanks to those who need their Shakira/RBD/Chayanne fix. Question is, will it be enough to sustain them in the long haul, or are the issues of the signal and Mega just too much to overcome?
Re: Format Flip
> > > > > > Is Univision going to hold on to the KOVE calls or
> have they
> > applied for new calls to compliment the new format?
> >
> While I personally would like to see new call letters for
> this fresh start, I wouldn't count on it. It didn't seem
> that long ago that they were a top 10 contender in several
> books; although I like the Recuerdos format; it sure is
> tough for this Spanish pop/rock fan to see K-Love go, as I
> had them preset ever since they were at 100.7 back in the
> late '90s.
When KOMR, the AC in Phoenix, flipped to Recuerdo 8 weeks ago, many thought that some of the benefit would go to Superestrellas. The results were just the opposite. KOMR more than doubled in 25-54 and Superestrella is down in November. Between Reggaeton on Latino Vibe and Recuerdo, Phoenix listeners abandoned the pop sound.
>
> Lost in all this discussion, though, is how Lieberman must
> be reacting. They probably are having a merry Christmas
> indeed now that XO107.9 has the straight up Spanish pop/rock
> market to itself in Houston (while K-Love and XO targeted
> different audiences, they shared many artists). Granted,
> they're on a terrible rimshot, and according to Don David,
> Spanish language pop is fading fast, but I don't doubt
> they'll see at least a short term uptick thanks to those who
> need their Shakira/RBD/Chayanne fix. Question is, will it
> be enough to sustain them in the long haul, or are the
> issues of the signal and Mega just too much to overcome?
>
Mega is the pop station. I think it is pretty much over. Look for Concierto to move to 107.9, which would be my guess.
> > > > > > Is Univision going to hold on to the KOVE calls or
> have they
> > applied for new calls to compliment the new format?
> >
> While I personally would like to see new call letters for
> this fresh start, I wouldn't count on it. It didn't seem
> that long ago that they were a top 10 contender in several
> books; although I like the Recuerdos format; it sure is
> tough for this Spanish pop/rock fan to see K-Love go, as I
> had them preset ever since they were at 100.7 back in the
> late '90s.
When KOMR, the AC in Phoenix, flipped to Recuerdo 8 weeks ago, many thought that some of the benefit would go to Superestrellas. The results were just the opposite. KOMR more than doubled in 25-54 and Superestrella is down in November. Between Reggaeton on Latino Vibe and Recuerdo, Phoenix listeners abandoned the pop sound.
>
> Lost in all this discussion, though, is how Lieberman must
> be reacting. They probably are having a merry Christmas
> indeed now that XO107.9 has the straight up Spanish pop/rock
> market to itself in Houston (while K-Love and XO targeted
> different audiences, they shared many artists). Granted,
> they're on a terrible rimshot, and according to Don David,
> Spanish language pop is fading fast, but I don't doubt
> they'll see at least a short term uptick thanks to those who
> need their Shakira/RBD/Chayanne fix. Question is, will it
> be enough to sustain them in the long haul, or are the
> issues of the signal and Mega just too much to overcome?
>
Mega is the pop station. I think it is pretty much over. Look for Concierto to move to 107.9, which would be my guess.
Re: Format Flip
> > > > kove 1065 flipping after midnite to recuerdos, if your
>
> > > > awake.
> > >
> > > Actually, it is happening at 2 AM and the name is "106.5
>
> > > Recuerdo."
> > >
> >
> > It actually happened. KLOVE is gone. I have several
> > clients that have had enormous success using KLOVE for
> > years. How will recuedos compare? Will the new format
> > retain the same listenership as it expands its reach? If
> > those devoted KLOVE listeners leave, where will they go
> for
> > what I describe as KODA in spanish?
>
> We have good experience in Phoenix, a market with some
> decided similarities to Houston. There, and existing AC with
> shares around a 2 to 2.5 conveted several months ago to
> Recuerdo.
>
> First, Houston and Phoenix are about the same percentage of
> Hispanic population. Second, the population has exploded
> inthe last 10 to 15 years, meaning much of it is very new to
> the area and highly Spanish domianant.
>
> At KOMR in Phoenix, based not only on the Arbitrends but our
> own internal research (with a larger sample) it appears that
> most of the listeners stayed, and many more came to the
> format. In Phoenix, the source of the new listeners is about
> half La campesina, an old line, traditional sounding
> non'commercial FM and the other half come from English
> stations. Apparently, there are many who listen to English
> stations who are bilingual, and don´t listen a lot to
> Spanish because too much of the music on current based
> formats is unfamiliar.
>
> The most exciting thing is that the listeners respond
> better. A van hit before drew a dozen people in PHX. Today
> it draws 40 to 60. The demos seem about the same, but there
> are just more listeners as this is the broadesd bassed music
> format for those who do not want the more up'tempo, current
> based approach to Mexican music.
>
> The other nice thing is that the station has a huge
> playlist... not once in a while fills, but real songs in
> rotation. So the TSL is very nice, making the frequency
> increase. In essence, in PHX we found it to be simply a
> better way to reach more of the same kind of listener.
> >
>
My research on my clients shows respondents to KLOVE have a high TSL ratio. In fact most of my client's respondents have KLOVE on all day and never switch stations. I'll be discussing this change with my large clients that have investments in KLOVE this coming week and next and move from there. Thanks for the explanation. I'll get more from my rep there, but as always you are on top of everything DE. Thanks for the info!
-Adguy
> > > > kove 1065 flipping after midnite to recuerdos, if your
>
> > > > awake.
> > >
> > > Actually, it is happening at 2 AM and the name is "106.5
>
> > > Recuerdo."
> > >
> >
> > It actually happened. KLOVE is gone. I have several
> > clients that have had enormous success using KLOVE for
> > years. How will recuedos compare? Will the new format
> > retain the same listenership as it expands its reach? If
> > those devoted KLOVE listeners leave, where will they go
> for
> > what I describe as KODA in spanish?
>
> We have good experience in Phoenix, a market with some
> decided similarities to Houston. There, and existing AC with
> shares around a 2 to 2.5 conveted several months ago to
> Recuerdo.
>
> First, Houston and Phoenix are about the same percentage of
> Hispanic population. Second, the population has exploded
> inthe last 10 to 15 years, meaning much of it is very new to
> the area and highly Spanish domianant.
>
> At KOMR in Phoenix, based not only on the Arbitrends but our
> own internal research (with a larger sample) it appears that
> most of the listeners stayed, and many more came to the
> format. In Phoenix, the source of the new listeners is about
> half La campesina, an old line, traditional sounding
> non'commercial FM and the other half come from English
> stations. Apparently, there are many who listen to English
> stations who are bilingual, and don´t listen a lot to
> Spanish because too much of the music on current based
> formats is unfamiliar.
>
> The most exciting thing is that the listeners respond
> better. A van hit before drew a dozen people in PHX. Today
> it draws 40 to 60. The demos seem about the same, but there
> are just more listeners as this is the broadesd bassed music
> format for those who do not want the more up'tempo, current
> based approach to Mexican music.
>
> The other nice thing is that the station has a huge
> playlist... not once in a while fills, but real songs in
> rotation. So the TSL is very nice, making the frequency
> increase. In essence, in PHX we found it to be simply a
> better way to reach more of the same kind of listener.
> >
>
My research on my clients shows respondents to KLOVE have a high TSL ratio. In fact most of my client's respondents have KLOVE on all day and never switch stations. I'll be discussing this change with my large clients that have investments in KLOVE this coming week and next and move from there. Thanks for the explanation. I'll get more from my rep there, but as always you are on top of everything DE. Thanks for the info!
-Adguy
Re: Format Flip
> >
> My research on my clients shows respondents to KLOVE have a
> high TSL ratio. In fact most of my client's respondents
> have KLOVE on all day and never switch stations. I'll be
> discussing this change with my large clients that have
> investments in KLOVE this coming week and next and move from
> there. Thanks for the explanation. I'll get more from my
> rep there, but as always you are on top of everything DE.
> Thanks for the info!
Recuerdo is a lot more foreground than the AC format, so that may explain many of the tings seen in Phoenix. You might ask yur rep for some references of similar type accounts in Phoenix that you could independently verify with... my understanding is tht not a single account left, and the results in recent weeks have ben much better for those accounts that can measure effectiveness. I'd suggest you try to talk to some of the accounts yourself so you can get an advewrtiser's perspecitive, as those of us on the staitons side may be just a tiny bit, well, you know... biased.
> >
> My research on my clients shows respondents to KLOVE have a
> high TSL ratio. In fact most of my client's respondents
> have KLOVE on all day and never switch stations. I'll be
> discussing this change with my large clients that have
> investments in KLOVE this coming week and next and move from
> there. Thanks for the explanation. I'll get more from my
> rep there, but as always you are on top of everything DE.
> Thanks for the info!
Recuerdo is a lot more foreground than the AC format, so that may explain many of the tings seen in Phoenix. You might ask yur rep for some references of similar type accounts in Phoenix that you could independently verify with... my understanding is tht not a single account left, and the results in recent weeks have ben much better for those accounts that can measure effectiveness. I'd suggest you try to talk to some of the accounts yourself so you can get an advewrtiser's perspecitive, as those of us on the staitons side may be just a tiny bit, well, you know... biased.
M
Mediafrog
Guest
Re: Format Flip
> Mega is the pop station. I think it is pretty much over.
> Look for Concierto to move to 107.9, which would be my
> guess.
David, can you give some details of the Concierto concept and how it compares to other Hispanic oriented formats?
> Mega is the pop station. I think it is pretty much over.
> Look for Concierto to move to 107.9, which would be my
> guess.
David, can you give some details of the Concierto concept and how it compares to other Hispanic oriented formats?
Re: Format Flip
> > Mega is the pop station. I think it is pretty much over.
> > Look for Concierto to move to 107.9, which would be my
> > guess.
>
> David, can you give some details of the Concierto concept
> and how it compares to other Hispanic oriented formats?
>
It is basically a broader, unresearched version of K-love. It is the creation of Liberman's consultant, who has also done the same type of format execution in Bakersfield, with some success.
Unfortunately, the AC format is a niche one. There are only about a half-dozen left in all the Southwest, plus Miami and New York.
What makes AC look attractive is the near #1 showing of KLVE in Los Angeles, where it has just a tenth of a point short of #1 and is consistently #1 in 25-54. What many stations in other matrkets don't see is the math behind it: LA has 42% Hispanic. AC gets about 10% of all Hispanics. 10% in LA is over a 4 share, which, given the fragmentation of shares, is top 5 minimum. Since there are 16 Spanish signals, all other Spanish formats are highly fragmented, allowing KLVE to be at or near the top.
In other markets, like Houston, 10% of the Hispanic shares (not "Spanish shares") would be about a 2.5, which is adequate but not stellar. So, for XO, changing to Concierto would probably increase shares a bit, and be a guaranteed niche that they could own... probably a consistent 1.5 in Houston with that signal and the less polished execution Liberman would have.
> > Mega is the pop station. I think it is pretty much over.
> > Look for Concierto to move to 107.9, which would be my
> > guess.
>
> David, can you give some details of the Concierto concept
> and how it compares to other Hispanic oriented formats?
>
It is basically a broader, unresearched version of K-love. It is the creation of Liberman's consultant, who has also done the same type of format execution in Bakersfield, with some success.
Unfortunately, the AC format is a niche one. There are only about a half-dozen left in all the Southwest, plus Miami and New York.
What makes AC look attractive is the near #1 showing of KLVE in Los Angeles, where it has just a tenth of a point short of #1 and is consistently #1 in 25-54. What many stations in other matrkets don't see is the math behind it: LA has 42% Hispanic. AC gets about 10% of all Hispanics. 10% in LA is over a 4 share, which, given the fragmentation of shares, is top 5 minimum. Since there are 16 Spanish signals, all other Spanish formats are highly fragmented, allowing KLVE to be at or near the top.
In other markets, like Houston, 10% of the Hispanic shares (not "Spanish shares") would be about a 2.5, which is adequate but not stellar. So, for XO, changing to Concierto would probably increase shares a bit, and be a guaranteed niche that they could own... probably a consistent 1.5 in Houston with that signal and the less polished execution Liberman would have.
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