Beasley Broadcast Group is preparing to jettison its “Money Talk Radio” format on WWDB-AM Philadelphia and take the 10kw signal on 860 kHz Spanish. Come August 2nd, the stations will become the market’s only Spanish sports talker.
“We are thrilled to offer ESPN Deportes Radio to Philadelphia’s large Hispanic sports audience,” said Jim Roberts, Executive Director, ESPN Radio Affiliate Sales. “This affiliate agreement with Beasley exemplifies the growth of our ESPN Deportes Radio platform on the east coast and we are delighted to be working with Beasley, a leader in the Philadelphia market.”
“The Hispanic community accounts for about 12% of Philadelphia’s population and the addition of ESPN Deportes Radio at WWDB reflects our commitment to bringing listeners in the market the most relevant and entertaining programming. It is imperative for radio broadcasters to offer listeners formats that cater to their interests and the needs of the local community. By doing so, we build successful radio stations and great advertising platforms for sponsors,” said Beasley Market Manager Natalie Conner.
“This relationship with Beasley Broadcast in Philadelphia also represents a great step forward to reach our goal of making ESPN Deportes Radio available to Hispanic sports fans nationwide,” said Oscar Ramos, senior director and general manager of the network.
With this new affiliate, ESPN Deportes Radio now reaches over 50% of the Hispanic population in the US. ESPN Deportes Radio programming and events include exclusive, national Spanish-language broadcasts of Major League Baseball’s All-Star Game, League Championship Series, and World Series, Spain’s La Liga, CONCACAF Champions League, Major League Soccer, Superliga, Copa América soccer tournament, NASCAR and more.
RBR-TVBR observation: As we’ve learned from numerous discussions about Arbitron’s PPM, the Hispanic audience in Philadelphia is not as big as in some other major US markets. Nevertheless, there have to be quite a few sports fans within the 12% of the Philly market’s audience identified as Hispanic.