Clear Channel Radio's Spanish-language formatted stations have achieved significant increases across a number of audience demographics, according to the Spring Arbitron. Less than a year since its launch, CC's Spanish-language programming initiative is a proven hit, and it's meeting listeners' demands for more Spanish-language format choices on local radio stations.

"As the U.S. Hispanic population continues to grow, Clear Channel Radio recognizes the importance of expanding radio programming that appeals to the unique tastes and styles of this diverse group," said CCR SVP/Hispanic Radio Alfredo Alonso. 

From Spring 2004 to Spring 2005, CCR's Spanish-language formatted stations saw their average quarter hour (AQH) share increase significantly with Persons 12+ at KSJO/San Jose, KWID/Las Vegas and WWVA/Atlanta.

The Hurban format is also driving up AQH Share among Adults 18-34 at America's first Hurban-formatted station, KLOL and KABQ/Albuquerque, which rises from #15 to #6 in the market. WMGE/Miami also posted an increase over the past year.

CCR's Spanish-language formats rank higher than most general market stations in ratings Persons 12+ including KSMY/Santa Maria which is ranked #1, KPRC/Monterey ranks #2, KKDJ-FM/KDFO-AM are tied for #1 and B/Santa Barbara ranks #2 in the market.

"Our local programming teams have done an extraordinary job creating great Spanish-language radio that has resulted in impressive audience growth," said Alonso. "In San Jose alone, time spent listening for persons 12+ in Spring 2005 surged 205 percent versus Spring 2004. That's a clear indication that our stations are airing great programming that U.S. Hispanics have been looking for on the radio."

Under CC's multi-market, Spanish-language programming initiative, which launched in September 2004, the company said it would convert some 20-25 stations to a Spanish-language format by the end of 2005.  So far CCR has converted 12 radio stations to Spanish-language programming, bringing its total of Spanish-language formatted stations to 23. Spanish-language formats vary considerably according to regional tastes and include a wide array of Hispanic formats, including Regional Mexican, Tropical and Contemporary, as well as a young-skewing Hurban format.