With the July departure of Eddie ‘Piolin’ Soltelo wrecking havoc to the ratings of many of Univision’s Regional Mexican stations, the company has begun to take action to fix their damaged stations.
The first action came in Austin, where the company revamped two of its stations in September. Now Univision looks as though it may be making a similar move in Phoenix based on the registrations of 1003ElSancho.com and 1059LaJefa.com.
105.9 is currently Regional Mexican “La Nueva 105.9” KHOT-FM Paradise Valley. Since the departure of Piolin, the station has seen the loss of almost half its audience as it dropped from a 3.6 share in the July PPM to 2.1 in October. In the same timeframe its two closest competitors have increased their audience shares. Entravision’s “Jose 106.9/107.1” KDVA Buckeye/KVVA-FM Apache Junction has gone from a 1.6 to 2.9 share, while “La Tricolor 103.5” KLNZ Glendale rose 2.6 to 3.1.
100.3 KQMR Globe is half of the current Hispanic Urban “La Kalle” simulcast with 105.3 KHOV-FM Wickenburg. The duo rimshot the market from the fringes of each side of Phoenix and registered a 0.9 share in the October PPM.
The Austin usage of the two new brands has seen “La Jefa” focus on “the greatest hits of all time” with a gold based Regional Mexican format, while “El Sancho” being Regional Mexican Top 40 with “the new generation of bands”. The Sancho name translates to meaning the “Other Man” and the station’s logo shows a guy running out of a door holding his pants.
In addition to KHOT-FM and the KQMR/KHOV simulcast, Univision owns Spanish Adult Hits “Recuerdo” 106.3 KOMR Sun City/106.5 KKMR Arizona City.