30 2 | PRISA, a global group and to which PRISA Radio brings its extensive ex-perience in the radio business. Radiópolis, through its 75 stations and affiliates, distributes six lines of spoken-word and music programming, reaching 1,381,000 listeners. In Argentina, PRISA Radio reached 870,000 lis-teners in 2016. Radio Continental continues to go from strength to strength on the Argentinean spoken-word radio scene. In the U.S., PRISA Radio, with an audience of 112,000 listeners in December, operates two radio stations that broadcast in Spanish, one for the Los Angeles and southern California region, an area which encompasses more than 30% of the U.S. Hispanic population, and another broadcasting in Miami, where we are No. 1 in the Hispanic spoken-word radio sector. In Costa Rica, PRISA Radio operates three radio formats through a company co-owned 50% by the Group and Grupo La Nación. Its three music ra-dio broadcasters – Bésame, LOS40 and Q ‘Teja – reach 204,000 listeners daily. In 2016, PRISA Radio intensified its efforts to po-sition its products as leaders in the digital media ecosystem, seeking to lead the development of online audio in all its markets. The Company’s sta-tions already broadcast more than 48 million hours of live listening via digital media, boast more than 12 million monthly audio-on-demand downloads, and have surpassed 30 million unique browsers for their stable of web and mobile products. PRISA Radio also has a solid 38-million-strong fan base across the different social networks. The main lines of work of this year were: The redesign of the sites of five spoken-word ra-dio stations and three music stations in the Ame-ricas with the aim of providing all the products with content management tools that increase the consumption of audio, facilitate the publication of multimedia content, adapt to the mobile consumer and generate more traffic. In Spain we have wor-ked to adapt all content to responsive design. In response to the continued growth of audio liste-ning, both live and on-demand via the Internet, we have launched the responsive live audio player on 28 radio stations and we have begun incorporating on-demand listening to these players. To improve audio content monetization, tools have been im-plemented for advertising sales and analytics of on-demand audio listening. We have also worked on improving the LOS40 and Cadena SER apps to enhance interaction with users and promote the consumption of multimedia content. A total of seven apps have been launched through the corporate platform for app develop-ment, Replicapp. Finally, the year saw the launch of Podium Pod-cast, the global network of podcasts in Spanish, with a website and app as well as multi-distribu-tion on digital audio aggregators. We also started the HERTZ project, funded by Google’s Digital News Initiative, a pioneering project in the Spani-sh- speaking world and aimed at making radio con-tent visible in search engines and social networks and increasing consumption of on-demand audio. MUSIC AT PRISA RADIO In 2016 our music stations in Spain were once again audience leaders. Los 40 Principales has long been the gold stan-dard for music radio in Spain. From its No. 1 po-sition, the station celebrated its 50th birthday with the most important musical event of the year: the Paul McCartney concert at the Vicente Calderon stadium in Madrid. The year also marked a tur-ning point in the network’s strategy, with Los 40 Principales becoming simply LOS40. It’s not just a change of logo or name. It represents the trans-formation of a radio format into a digital company that embraces television and radio, and boasts an Internet video channel and an ambitious portfolio of events. Cadena DIAL has consolidated its position as the second most popular station in Spain. The go-to station for Spanish music for 26 years, it has rein-forced its position and strengthened its breakfast show, ‘Atrévete’ with Jaime Cantizano at the helm, while other changes have also been made to the schedule. M80 Radio has been repositioned, preserving the values of quality music classics, while adding
Informe_Anual_PRISA_EN
To see the actual publication please follow the link above