KKDA tops ratings for summer quarter. Dallas

“KESS placed No. 2 during the summer quarter, which runs roughly from July through September. But its quarterly share, or percentage of listening audience, indicated that its spring victory may have been a fluke, because it went from 4.6 during the winter to 5.7 in the spring, then down to 4.5 during the summer among listeners 12 and older.

Fluke or not, KESS and Spanish-language radio are forces to be reckoned with; KESS’ sister station, KLNO/94.1 FM “Estereo Latino,” kept up a string of top-10 showings. But it also was down from spring, from a 4.2 share to a 3.6. The Spanish market has grown so strong that Clear Channel changed KEGL/97.1 FM from adult-contemporary “Sunny” to Spanish oldies “La Preciosa” in late August. Because La Preciosa was only on the air for one month of the summer quarter, it’s difficult to tell how successful the switch has been, but July and August trends indicate that Sunny was gaining momentum. So whether the station’s 12th-place showing was due to Sunny’s gathering steam or to the flip to Spanish is unclear.”

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