RADIO STATIONS.

Ranked by audience share for summer 2000

THE PACESETTER

KSCA-FM (101.9)

KSCA-FM (101.9) has amassed a huge audience for several reasons.

One is its format built on contemporary Spanish love songs. But an even bigger reason may be KSCA's morning host, Renan Almendarez Coello, better known as El Cucuy de la Manana (Morning Bogeyman).

He helped lift the station from No. 30 in the local ratings to No. 1 a year after he started his show in 1997.

Coello, who speaks no English, has the most popular morning show in Los Angeles, with twice the number of listeners as Howard Stern. Coello is now syndicated in 10 other cities across the United States.

KSCA is owned by Dallas-based Hispanic Broadcasting Corp., formerly known as Heftel Broadcasting Corp. HBC operates 47 stations in the United States, including KSCA and KLVE-FM (107.5) and KTNQ-AM (1020) in Los Angeles.

EXECUTIVE SUMMARY

HISPANIC Broadcasting Corp.'s twin stations, KSCA-FM (101.9) and KLVE-FM (107.5), continue their grip on the local airwaves as they occupy the No. 1 and No. 2 spots in the Arbitron ratings for the third year in a row.

For what it's worth, however, two national radio powerhouses, Infinity Broadcasting Corp. and Clear Channel Communications Inc., aren't giving up on the largest radio market in the country.

Though lagging in the ratings, Clear Channel is expected to snap up 21.9 percent of the $850 million in local advertising revenues this year, according to the Southern California Broadcasters Association. Both are well ahead of Hispanic Broadcasting, which has a market share of 14.2 percent.

Infinity's alternative rock station KROQ-FM (106.7), meanwhile, is sneaking up on KLVE-FM, as both had a 4.9 percent audience share in the summer. Clear Channel's top 40 station KIIS-FM (102.7) even surpassed KLVE-FM during last winter's ratings with 5.5 percent.