Ratings: Spanish bouncing
Don Day | February 4, 2008We’ve been closely watching the Spanish-language stations in the Treasure Valley – which collectively had a strong spring book. With the fall numbers, the stations fell back to earth:
- KWEI-FM fell from 1.1 to 0.7.
- KDBI-FM fell from a 3.8 to 0.9
- KQTA charted for the first time at 0.7.
Historically this is how the books turn out for spanish radio-high spring book and a low fall book. What do you bet that the next spring book is high again ??? I remember the postings when the last spring book came out and there were a lot of nay sayers that would not give any spanish station credit (maybe because possibly the spanish stations took some of the numbers away from the other stations ?) So now I am just waiting for all the negeative people to come out and say “told ya”. With the ever growing hispanic population the other radio stations big and small will one day reliaze that alot of their on air clients and ad agencys which are already on the air with the spanish stations will see their dollars shrink and the spanish stations dollars grow. Here is someting to ponder………. after seeing the new book I had a good friend tell me “did UFO’S come down to earth and suck up all of the hispanics?”
There are some strange happenings with ratings and Hispanics. I can’t complain beacuse my station, KFTA, went from a 4.7 to 5.3, but… There has to be some strange distortion of the Boise ratings. Here is another weird fact to take into consideration. My station is affiliated with the same “La Grande” sattelite network as KDBI. We are registered as “La Fantastica 970 – La Grande.” The Twin Falls book shows a 1.1 (fall 0.0 Spring) for KDBI in Twin! Higher than their share in Boise. Problem is, KDBI no longer reaches Twin, after changing atenna patterns to accomodate 102.1 (I-Rock). They used to have a fringe signal in Twin Falls. That being said, “La Grande” should have been applied to our station. Adding it all up, KFTA should have had a 6.4!! That would put is in third place after KZDX and KKMV, which tied for two. I don’t think KDBI really fell that much in a single book in Boise. Must be a quirk of methodology. Someday when the PPM comes to town….. OK, I’m dreaming! BRR###
Personally Arbitron ratings on Spanish Radio in Idaho have always been without a basis in reason or fact. It is obvious that Arbitron has no intention to dedicate some time to survey Idaho’s Hispanic audience accordingly. Not yet anyway—We are not there yet or they simply do not know how.
The spring book ratings on Spanish Radio Also unfounded—What worries me is how many agencies out there consider Arbitron as their Bible for investment and profit.
Spanish Radio has always been a strong media with a loyal following, unfortunately only the Hispanic audience is aware of it and several Businesses with resourceful investment advisors. Hispanics in the Treasure Valley support all our radio stations. We are not just Spanish Listeners We have our favorites in Both language markets, to us it is only one Market, The Treasure Valley Market, I am sure you have seen us in all the stores not just Latino stores. We tend to invest/spend our money without prejudice. That is a plus for our local economy. My respects to Arbitron and their ratings in general, but personally I am not taking their Spanish Radio Ratings for granted , not yet anyway.