By Adam R Jacobson
LOS ANGELES — December 4, 2014 — Three months after disappearing from satellite radio broadcaster SiriusXM, the former king of Spanish-language AM and FM radio is heading back to terrestrial radio.
However, it’s not known if he’ll be heard in L.A. or in any major market soon.
Eddie ‘Piolin’ Sotelo, who shot to fame at Univision Radio’s KSCA-FM 101.9 in Los Angeles before abruptly exiting the top-rated regional Mexican station amid sexual harassment allegations in July 2013, will now have his El Show de Piolin heard on two American General Media (AGM) stations: “Radio Lobo” KLVO-FM 97.7/KKIM-FM 94.7, serving the Albuquerque-Santa Fe DMA; and KEBT-FM “96.9 La Caliente” in Bakersfield, Calif. The new incarnation of El Show de Piolin will be heard on the stations in January.
It’s the start of a climb back to the top for Piolin, who joined SiriusXM in October 2013 as part of a major initiative to lure Hispanic subscribers. The addition of the one-time Arbitron ratings champ proved less than successful for SiriusXM, and the satcaster canceled El Show de Piolin just after Labor Day 2014.
Piolin’s much-heralded arrival at SiriusXM came amid claims he had sexually harrassed a male producer. At the same time, Piolin was forced to pay $100,000 in legal fees for former co-workers who a judge ruled had not extorted the host.
Piolin’s new show will be syndicated to AGM’s two stations, and it is not yet publicly known where the show will be based or who will be distributing the program.
More than ever Latinos across the U.S. can access audio programming via an ever-widening array of delivery vehicles. Yet as Arbitron points out in its recently released 2010 edition of Hispanic Radio Today, “radio’s reach among both English-dominant and Spanish-dominant listeners continues to land between 94 percent and 96 percent — a constant since Hispanic Radio Today’s first study back in the 1990s.”
The report, with principal analysis from The Adam R Jacobson Editorial Services & Research Consultancy, also shows that radio reached Hispanic men and women equally strong – the medium attracts 97 percent of Hispanic men aged 45-54 and 96 percent of women aged 25-44.
Radio was also a “weekend warrior” with Hispanic men and women, Arbitron research concludes, attracting an average 81 percent of adults 18-44 — higher than any weekday time period.
For marketers and advertisers seeking to attract Latino consumers via AM and FM stations broadcasting in both English and Spanish, key takeaways from Hispanic Radio Today include the following:
• Regional Mexican continues to lure the largest audience of Hispanic listeners. The format attracted more than double the audience of Spanish Contemporary, the No. 2-ranked format.
• Regional Mexican’s strength is with Hispanic men, many of whom are English-dominant teens and young adults who enjoyed the format as much as Spanish-dominant adults 35-44.
• Four English-language radio formats — Top 40, Adult Contemporary, Classic Hits and Country (thanks to its strength in Texas) —experienced gains in average quarter-hour share with Latinos between fall 2008 and spring 2010, the ratings period measured in Hispanic Radio Today.
• Spanish-dominant listeners – especially younger ones – like English-language formats. Teens gravitate toward Top 40 and rhythmic, urban blends found on “Rhythmic CHR” stations, like Power 96 in Miami and The Beat in San Antonio.
• Adult Contemporary is the top format for Spanish-dominant adults 35-44.
• Classic Hits is the most popular format among Spanish-dominant adults 45-54.
• For Spanish-language formats, Regional Mexican was the second-ranked format among English-dominant adults 18-24. Tropical, featuring salsa and bachata music, was the No. 2 format with English-dominant adults 35-44.
To download the 2010 edition of Hispanic Radio Today from Arbitron, click on the link.