Lotus Entravision Reps (LER), the joint venture radio-sales rep firm repping more than 125 Spanish-language radio stations, has added two new stations owned by MVS Radio, XOCL-FM/La Mejor and XGLX-FM/Exa in San Diego.
With these additions and its existing representation of Imagen Group’s XLTN-FM/Radio Latina, LER now represents the top three Spanish stations in the San Diego market, the 14th largest Hispanic DMA in the U.S.
XOCL-FM 99.3/La Mejor is San Diego’s Hispanic and Regional Mexican leader according to most recent Arbitron PPM data ratings. The station has also been named the “Top Ranked Spanish Language Station” in the market by Radionotas.
XGLX-FM 91.7/Exa is San Diego’s Spanish Pop leader and the fastest growing Spanish-language station in the first 8 months of PPM ratings.
XLTN-FM 104.5/ Radio Latina is a true heritage radio property in San Diego and is the exclusive Spanish Contemporary station in the region.
RBR-TVBR observation: For the most part, the only place where there’s decent Hispanic Radio spot dollars is in bigger markets, let’s say San Diego and larger. We’ve heard from someone in this biz that some 40%-50% of the money is placed in the largest three markets – NY, LA and Chicago.