Hispanic-formatted station is top biller.
Spanish Broadcasting System’s WXDJ Miami (El Zol 95) has made radio history as the first Hispanic-formatted radio station to become the top biller in a major market.
SBS said this morning that El Zol 95 had 2005 revenues of “over $23.3 million” and that those billings topped the number two station in Miami by “over $2.5 million.” The figures were tabulated by the CPA firm Miller, Kaplan, Arase & Co.
“Spanish language radio has come a long way over the last decade,” says George Nadel Rivin, managing partner for broadcast services at Miller, Kaplan. According to Rivin, and based on Billboard Radio Monitor’s own research, this billing feat by WXDJ is likely a first for Hispanic radio in any of the top 50 markets.
That doesn’t make WXDJ’s feat a solid trend, yet, but it does point to real success for Hispanic radio overall. One measure of that is in the so-called power ratio—the statistic that measures a station or a format’s ability to convert ratings into revenue.
“The highest power ratio among any Spanish-language format is a 1.19,” Rivin told Monitor, a number that means a station’s revenue share exceeds its audience share by 19%. The average power ratio for any station in the Spanish format category is “about 80%” of the power ratio for the average, general market station. This 80% figure suggests “there’s a lot of ground to cover” for Spanish radio, says Rivin. “In the automotive category,” he said, “none of the Spanish language formats do more than a 0.80 power ratio.”
To succeed, as WXDJ has done, Rivin says “It’s necessary for a Spanish-language station to have a broad-based array of advertisers.” High on that list of categories, he says, “the music industry is very important,” as are local club and entertainment venue advertisers.