Sports radio, en español – Medium’s strength reflects population growth, local popularity of soccer – Las Vegas

As of this month, that sound has hit the Las Vegas Valley. KENO 1460-AM, ESPN Deportes, has become the valley’s first 24/7 Spanish-language sports station.

Tony Bonnici, vice president of Lotus Broadcasting, the station’s parent company, says bringing the station to the valley was the result of “a slam-dunk business model.” He mentions the nearly half-million Hispanics in the valley, 80 percent of whom are under 50. He points to the Arbitron numbers showing that four of the top 10 local stations in number of hours listeners were tuned in per week were Spanish-language stations. He says soccer matches often grab top ratings on Spanish-language TV.

Those numbers are mirrored elsewhere, which explains Spanish-language radio’s growth in the United States. There were 730 stations for Hispanics nationwide in 2006, according to Arbitron, 37 percent more than in 1998.”*

*From: www.lasvegassun.com
Traducido: usando Google o Altavista/Babel Fish

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