Crain's: El Shock Jock Lifts WCAA Radio
April 14, 2008 at 8:53 AM (PT)
The onetime king of morning radio is back, and his name is not HOWARD STERN, writes CRAIN'S NEW YORK. LUIS JIMENEZ, the former star of top-rated EL VACILÓN DE LA MAÑANA on SBS Spanish WSKQ, has knocked his old show off its pedestal, according to preliminary ratings from ARBITRON.
Since his much-heralded return to NEW YORK in JANUARY, the PUERTO RICAN shock jock who used to give HOWARD STERN a run for his money has taken UNIVISION Spanish WCAA's morning-drive show to fifth place from 32nd among listeners 25-54 years old, according to the FEBRUARY monthly report.
JIMENEZ, who's heard in nine markets through syndication, says that his show is expanding the Spanish-language radio audience in NEW YORK.
"We're reaching people who otherwise wouldn't be listening to Spanish radio," says the host, who left WSKQ in late 2006 over a contract dispute with parent company SBS. "We're bringing in second -- and third-generation Latinos who didn't think Spanish radio was cool."
The popular host is also bringing in ad dollars.
Though the NEW YORK market was down an estimated 5% to 6% in the first quarter, WCAA's ad revenue grew "well into the double digits," according to UNIVISION COO GARY STONE.
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