KBUE-FM Delivers Double-Digit Gains in Average Audience in September vs. Year-to-Date across Key Hispanic Adult Demos: 18+, 18 49, 25-54 (M-F, 6 a.m. to. 7 p.m.)
October 20, 2022 – LOS ANGELES, CA – Que Buena Los Angeles (KBUE 105.5/94.3 FM), the influential Spanish-language Regional Mexican music radio station owned by Estrella Media, has grown its September quarter hour audience Monday to Friday from 6 a.m. to 7 p.m. by +29% year-to-date with Hispanic Adults 18-49. The growth also boosted Estrella Media’s Los Angeles total radio combo cume by +10% Year-Over-Year (KBUE, KWIZ, KRQB), making Estrella Media the only top Spanish‑language radio group in Los Angeles to increase its cume September 2021 vs. September 2022. In addition, the station had double-digit average quarter hour growth across key demos – Hispanic Adults 18+, 18-49, and 25-54 – Monday to Friday from 6 a.m. to 7 p.m. for September.
“The September radio growth is a powerful statement on the connection of Estrella Media’s music programming and talent with the Southern California audience,” said Steve Mandala, Chief Revenue and Local Media Officer at Estrella Media. “In May, we launched a Que Buena station rebrand and music refresh, which has delivered and driven fans to our stations in Los Angeles and Riverside/Inland Empire. Refocusing the content and music strategy has paid and will continue to pay dividends. In addition, Que Buena Los Angeles, one of the most important radio stations in Spanish-language media, is energizing the market and the music community.”
The Regional Mexican music station dominated the genre’s morning drive through its popular nationally syndicated morning radio show, Don Cheto Al Aire (Don Cheto; M-F, 6 a.m. to 10 a.m.), hosted by Don Cheto with Chino, Giselle Bravo, and Said Garcia. Originating out of the Que Buena Los Angeles studios, the Don Cheto Al Aire show was #2 Spanish in Los Angeles with Hispanic Adults 25-54.
Don Cheto earned the #2 position in Spanish-language radio with Hispanic Adults 25-54, Men 18-49, Men 25-54, Women 18-49, and Women 25-54 (M-F 6-10 a.m., Spanish rank) and ranked #4 in the L.A. Metro total market, all stations regardless of language, with Adults 25-54. The show also placed number one in Riverside/Inland Empire on KRQB 96.1 FM with Hispanic Adults 18-49 and 25-54 among all local Inland Empire stations regardless of language.
Que Buena Los Angeles also saw morning, mid-day, and p.m. drive year-to-date quarter hour gains with Men 25-54 in high double digits. Morning gains were attributed to Don Cheto, up by 55%; midday gains were attributed to DJ Marlene Quinto, up by 79%; and p.m. drive gains were attributed to DJ Compa Radio, up 57%.
With a new logo and recognizable tagline, “Somos LA, Aqui Suenan las que Pegan,”the new campaign for the station reflects and represents the unity and inspiration of Latinos through Regional Mexican music. Que Buena Los Angeles KBUE and its sister station KRQB in Riverside both have influential voices in the market.
The creative for the campaign centered on some of the legends and current icons of Regional Mexican music. Artists featured in the station’s year-long campaign include legendary artists Jenni Rivera, Vicente Fernandez, and Chalino Sanchez, and current icons like Grupo Firme, Banda MS, Christian Nodal, Angela Aguilar, Carin Leon, Gerardo Ortiz, El Fantasma, Julion Alvarez, Eden Muñoz and Dos Carnales, with more added to the campaign this fall. Click here to watch the Que Buena Los Angeles “Hall of Fame” video.
*Source: Nielsen Audio, Los Angeles Metro, Riverside/San Bernardino Metro, September 2022. Year-over-year trends: September 2021 vs. September 2022. Year-to-date trends: January 2022 vs. September 2022. Cume: Persons 6+, Ratings/ranking: Average Quarter Hour Persons (AQH).
About Estrella Media, Inc.
Estrella Media is a leading Spanish-language media company and one of the largest U.S. producers of Spanish-language video and audio content for multiplatform distribution worldwide, with a library of over 20,000 hours of original video content.
Estrella Media’s content studio feeds all its digital and linear media platforms, including EstrellaTV, its national broadcast television network that is seen in over 60 million U.S. households on 16 owned or operated stations and over 33 affiliated stations, as well as through cable and satellite providers and digital streaming platforms; Estrella News, the first 24/7 Spanish-language multiplatform digital news network in the U.S.; and Estrella Games, the first 24/7 curated Spanish-language game show channel in the U.S. In 2021, Estrella Media’s digital content surpassed one billion viewership minutes.
Estrella Media also owns and operates 14 radio stations and the Don Cheto Radio Network, airing on 33 affiliated stations throughout the U.S., featuring one of the nation’s most popular radio talents, Don Cheto. Estrella Media also produces large-scale music festivals, concerts, and special events throughout the U.S.
To learn more about Estrella Media and see company updates, please visit Estrella Media at estrellamedia.com, and follow us on Twitter @Estrellamedia_, Facebook @Estrellamediainc, and LinkedIn @Estrella Media, Inc.
Contacts for Estrella Media:
Hanna Bolte, HBolte@EstrellaMedia.com, 310-497-5586
Dina White, DWhite@EstrellaMedia.com, 917-226-8366