Radio Station Leads Growth with Hispanic Adults 18-49
in Prime Time, A.M. Drive, Midday, P.M. Drive and Total Week
Don Cheto Al Aire Show is #1 Spanish Morning Show
with Hispanic Adults 18-49 and 25-54
and #3 Total Market with Adults 18-49 and 25-54
March 1, 2023– LOS ANGELES, CA – Que Buena Los Angeles (KBUE 105.5/94.3 FM), the influential Regional Mexican music radio station owned by Estrella Media, has had the highest year-over-year growth of any Spanish-language radio station with Hispanic Adults 18-49 in Prime Time, AM Drive, Midday, PM Drive and Total Week, according to Nielsen Audio. The station’s “Don Cheto Al Aire” morning show was also the #1 Spanish-language morning show in January 2023 with Hispanic Adults 18-49 & 25-54, and #3 Total Market with Adults 18-49 & 25-54 in AM Drive among all stations regardless of language.
The Don Cheto Al Aire morning show, which is hosted by Don Cheto, Chino, Giselle Bravo, and Said Garcia, has driven morning ratings for ten consecutive surveys, maintaining its #1 Regional Mexican morning show position in Los Angeles with Hispanic Adults 25-54.
KBUE was the #2 Spanish-language radio station in Prime Time (Mon-Fri, 6a-7p) and Total Week (Mon-Sun 6a-Mid) with Hispanic Adults 18-49.
“This is a great way to kick off 2023,” said Steve Mandala, Estrella’s Chief Revenue & Local Media Officer. “Since the rebrand of Que Buena in 2022, our fans continue to lean into the music, on-air talent, and community we drive. Que Buena is the heart and soul of Los Angeles, and this book just validates that KBUE is the voice for the generations that fuel the city.”
Que Buena Los Angeles’s Prime Time Average Quarter Hour Ratings were up 75% from January 2022 vs. January 2023. AM Drive was up 59%, and PM Drive was up 49%, year over year, which was a higher gain than any other Spanish-language station in the market. Total Week AQH (average quarter hour) Persons are also up 61% year over year.
Also notable is the incredible gain in midday, anchored by DJ Marlene Quinto’s Al Chile con Marlene Quinto show. Midday shot to #1 Spanish with Hispanic Adults 18-49 in November 2022 and maintained top 3 status in December and January. Year over year, the midday ratings were up 111% in January 2023 with Hispanic Adults 18-49, eclipsing all other top Spanish-language year-over-year radio gains in that daypart.
The station’s rebrand reinforces its position as “Somos LA, Aqui Suenan las que Pegan,” and showcases the legends and current icons of Regional Mexican music.
*Sourcing: Nielsen Audio Research, Los Angeles Metro, January 2023 PPM.
Year-Over-Year Trender: January 2022 vs. January 2023, HA18-49, Mon-Fri 6a-7p, Mon-Fri 6a-10a, M-F 10a-3p, M-F 3p-7p, Mon-Sun 6a-Mid.
#1 Regional Mexican station: Mon-Fri 6a-10a, Hispanic Adults 25-54, consecutive surveys from May 2022 through January 2023, including Nielsen Audio’s Holiday 2022 survey. AM Drive: Mon-Fri 6a-10a, Spanish Station Rank; Total market rank includes all stations regardless of language. Midday, Mon-Fri 10a-3p, November 2022, December 2022, January 2023.
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 its digital and linear media platforms, including EstrellaTV, its national broadcast television network that is seen on 15 owned or operated stations and 35 affiliated stations and 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.; Cine EstrellaTV, its Spanish-language movie channel; and Estrella Games, the first 24/7 curated Spanish-language game show channel in the U.S.
Estrella Media’s digital content reach is more than 4 billion minutes per month, viewed across its multiplatform media portfolio, including its FAST, AVOD, and streaming audio platforms.
Estrella Media owns and operates 14 radio stations and the Don Cheto Radio Network with 35 affiliated stations throughout the U.S. and 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. In addition, Estrella Media produces podcasts for audio streaming and its music division, Estrella Media Music Entertainment, helps develop the next generation of Latin music stars.
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