Editor’s note: This article was originally published July 19, 2013
Austin’s newest radio station is off to a great start.
Latino 102.7, which debuted in late May, is already the No. 2-rated station serving the city’s Latino listeners, according to data from Arbitron.
The top-ranked station with Latinos is 107.1 La Z. Both stations are owned by Emmis Austin Radio.
Ratings show Latino 102.7 is doing especially well with people ages 18-34 and 18-49, demographics advertisers crave.
The station, which bumped an all-comedy format off the air, features a bilingual playlist that includes hits from artists such as Daft Punk, Don Omar, Lady Gaga, Pitbull, Rihanna, Prince Royce, Romeo Santos and Wisin Y Yandel.
"When we launched Latino 102.7, we wanted to make sure the bilingual listeners here in Austin had a station to call home, and while the station is just beginning to grow, we are ecstatic about the ratings the station has achieved within its first month," said program director Armando "El Chiquilin" Ulloa.