Hispanic Morning Show Expands

NEW YORK Univision Radio is expanding the syndication of its No. 1 morning show, Piolin por la Manana, hosted by Eddie “Piolin” Sotelo, to an additional eight of its owned stations including top 10 market stations in New York (WZAA-FM) and Chicago (WPPN-FM).

With the addition of clearances in New York, Chicago, San Diego (KLNV-FM), San Antonio (KCOR-AM), El Paso (KBNA-FM), Albuquerque (KJFA-FM), McAllen, Texas (KBGT-AM), and a one-hour show on Saturday in Miami (WRTO-FM), the Univision morning show will clear 24 markets.

In addition to Piolin’s show, WZAA (92.7 FM) now offers a Mexican regional format—banda, nortena and ranchera music—a first for an FM station in New York. Univision Radio’s “La Kalle” (WCAA-FM 105.9), which had shared programming with WZAA, playing mostly Latin urban music such as reggaeton, will continue with its current programs.

Sotelo’s show has dominated mornings in Los Angeles for several surveys. In Arbitron’s recently released fall ratings, mornings on KSCA-FM were No. 1 among all the major demo groups.

“This will make this program the most listened to and widely syndicated Spanish-language radio morning show in the history of Spanish-language radio in the U.S.,” said J.D. Gonzalez, vp, programming at Univision Radio.

Clearing Piolin in New York also sets the stage for a fierce battle for the Hispanic listener in New York, where Spanish Broadcasting System’s (SBS) Luis Jimenez on WSKQ-FM was the No. 1 morning host among all the major demo groups. His contract ended at the end of 2006, and he defected to Univision Radio.

Spanish-language radio is no longer a radio footnote in the ratings. In the fall ratings, SBS’ WSKQ and WPAT-FM in New York ranked No. 2 and No. 3 overall. In Los Angeles, Univision Radio’s KLVE-FM and KSCA-FM came in No. 1 and No. 2 (tying with Clear Channel’s KIIS-FM). In Chicago, Univision’s WOJO-FM was No. 5.