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Clear Channel Radio's Multi-Market Spanish-Language Programming Initiative Attracting Greater Share of Radio Listeners in 2005

Posted on: Wednesday, 14 September 2005, 09:00 CDT

Clear Channel Communications, Inc. (NYSE:CCU)

-- Hurban Format Increasing Young Listener Base

-- Clear Channel Radio's Spanish-language formats out-rank most

general market stations

Clear Channel Radio announced today that its Spanish-language formatted stations have achieved significant increases across a number of audience metrics, according to the Arbitron Spring 2005 measurement period. Less than a year since its launch, Clear Channel's Spanish-language programming initiative is a proven hit, a sign that the company is successfully 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 Alfredo Alonso, SVP of Hispanic Radio, Clear Channel Radio.

From Spring 2004 to Spring 2005, Clear Channel's Spanish-language formatted stations saw their average quarter hour (AQH) share, a key audience metric followed closely by media buyers and advertisers, increase significantly. Highlights include: -- Spanish-language formats boosting AQH Share of the entire market, Persons 12+: -- KSJO-FM serving San Jose, CA, registered a 130% increase in AQH Share. -- Las Vegas-based KWID-FM, increased its AQH share by 83% versus last year -- The first station to flip its format under Clear Channel's Spanish-language format initiative, WWVA-FM serving Atlanta, increased its AQH share by a whopping 312.5% over last year. -- Hurban format driving up AQH Share among Adults 18-34: -- KLOL-FM, America's first Hurban-formatted station, increased its AQH audience share by 42% after introducing the format in November 2004. -- Albuquerque's KABQ-FM rises from #15 to #6 in the market, after achieving an increase of 126% in AQH share among adults 18-34 -- WMGE-FM serving Miami posted a 24% increase in AQH share over the past year. -- Clear Channel's Spanish-language formats rank higher than most general market stations in ratings persons 12+: -- KSMY-FM Santa Maria - #1 station in the market -- KPRC-FM Monterey - #2 in the market -- KKDJ-FM/KDFO-AM - tied for #1 in the market -- KSPE-FM Santa Barbara - #2 station 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 Alfredo Alonso. "In San Jose alone, time spent listening for persons 12+ in Spring 2005 surged 205% 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 Clear Channel Radio's multi-market, Spanish-language programming initiative, which launched in September 2004, the company announced it will convert some 20-25 stations to a Spanish-language format by the end of 2005. Not even a year into the initiative, Clear Channel Radio 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. Under the initiative, Clear Channel Radio has explored a wide array of Hispanic formats, including Regional Mexican, Tropical and Contemporary, as well as the young-skewing Hurban format.

About Clear Channel Radio

Clear Channel Radio is a leading radio company focused on serving local communities across the U.S. with more than 110 million listeners choosing Clear Channel Radio programming each week. The company's operations include radio broadcasting, syndication and independent media representation. Clear Channel Radio is a division of Clear Channel Communications, Inc. (NYSE:CCU), a leading global media and entertainment company. More information on the company can be found at www.clearchannel.com.

Source: Business Wire

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