Post- Piolín, A New Reality For Spanish Radio

The fallout from the July 22 cancellation of “Piolín por la Manana” is hard to miss in the September PPM results, the first full-month survey since Univision Radio abruptly pulled the plug on the syndicated Spanish-language morning show. 

For many of the roughly 50 former affiliates, life without their high-profile morning man has put them in a precarious position, particularly the one-dozen Univision stations that carried his show.

An Inside Radio analysis of Nielsen Audio data from July to September shows morning drive decreases in 25-54 share as large as 50% or more at Univision-owned stations in Phoenix and San Diego and as small as 11% in Las Vegas. 

Some were so severe they brought the station’s total week share down by significant percentages while others survived unscathed or had slight declines.

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