There's a new king of the morning airwaves in Los Angeles. KFI, KROQ and KIIS have been competing for the morning drive crown over the past few years, but in June a surprise comer beat them all: Ricardo 'El Mandril' Sanchez, the morning host on KLAX-FM ("97.9 La Raza").
In the just-completed June 2013 Arbitron book for Los Angeles, KLAX's El Mandril was first among listeners 12+, with a 5.2% share of the audience. KFI's Bill Handel (5.1), KROQ's Kevin & Bean (4.9) and KIIS-FM's Ryan Seacrest (4.6) followed. Kevin & Bean won the money demo -- the important 25-54 crowd -- with a 6.8% share, while El Mandril was also tops with the young folks 18-34 (8.0% share).
El Mandril's surge began in May, when he rocketed to No. 4 in listeners 12+ and No. 2 with persons 25-54. During the holidays, he had dropped as low as No. 13. But clearly he must be doing something right. I asked the folks at KLAX owners SBS if a strategic marketing campaign or a big contest fueled the surge, but they wouldn't say.
"It's not just one thing that the Mandril team has done but a long trajectory of grass roots, humanitarian and good will efforts backed by a sense of humor that has helped propel him to #1," says Eric Osuna, vice president sales at SBS.
Meanwhile, in the overall 6 a.m. to midnight ratings, KBIG "My 104.3" continued its winning streak with listeners 12+, landing at No. 1 for the fourth time in five months (5.5% share). KIIS (5.4) was second, then KOST and KAMP "Amp Radio" tied for third (4.2), followed by KPWR "Power 106" (3.9), KFI (3.8), KRTH "K-Earth" (3.8), KROQ (3.5), Spanish KSCA "LA 101.9" (3.5) and KHHT "Hot 92.3" (3.4).
KBIG was also No. 1 with adults 25-54 (6.2), then KIIS (5.8), KROQ (4.3), KAMP (4.2), and KSCA (4.1). KIIS dominated adults 18-34 (8.3), then KPWR (7.2), KAMP (6.2), KBIG (5.7) and Spanish KBUE "Que Buena 105.5" (5.3).
As for El Mandril, he seems to be having quite a good time:
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