Radio United

What Radio United does

Radio United, LLC is a privately held South Texas multimedia company, founded in 1988 (formerly BMP Radio), headquartered in Mission, Texas, with additional offices in Laredo, Texas and Reynosa, Mexico. The company operates a cluster of 8+ FM/AM radio stations across the Rio Grande Valley and Laredo markets spanning Tejano, Country, News Talk, Top 40, Adult Contemporary, and Regional/International Latin Pop formats, serving both Hispanic and general market adult audiences. It reports weekly audience reach of 250,000+ Hispanic adults 18+ in the RGV and 92,800 in Laredo, with 930k+ social media followers and 205k monthly web users across its station network.

Underlying the broadcast business is a proprietary multi-station mobile application, Radio Para Mi (available on iOS and Android), which consolidates all company stations under a single listener experience with streaming, station pages, chat, and integrated in-app advertising. The technology stack centers on FM/AM radio broadcast plus digital audio streaming, complemented by a broad digital advertising product suite covering web banners, app banners, streaming pre-rolls, Alexa pre-rolls, geofencing, OTT/Connected TV, paid search, enhanced email, SMS, and RDS in-car messaging.

Radio United generates revenue primarily through advertising sold via a sales-led GTM to local and regional businesses across South Texas and Mexico, with additional revenue from 360 Marketing bundled services (market research, influencer marketing, digital strategy, audio/video production, and cross-platform ad placement), Audio Production, and Live & Local activations. Pricing is not publicly disclosed; sales are direct, contract-based, and tailored by advertiser. The company is led by CEO Romeo Herrera and CRO Maria Alvarez, operates as a Texas LLC, and has no disclosed external investors, parent company, or public ticker.

Name

Radio United

Legal name

Radio United, LLC

Website

https://radiounited.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Radio United is a South Texas multimedia company operating 8+ radio stations in the Rio Grande Valley and Laredo plus a Reynosa, Mexico office, selling radio advertising, digital ad placement, and 360 Marketing services to local and regional businesses targeting Hispanic and general market consumers.

Ownership category

akta.pro rank

Product category

Radio Broadcasting and Digital Advertising Services

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

akta.pro secondary industries

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ), Spanish-Language & Multicultural Radio Networks (MPABABAG)

Keywords

• Radio broadcasting services
• Digital ad placement
• Integrated marketing services
• Audio production services
• Local media advertising

Headquarters

HQ city

Mcallen

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Radio Advertising: Traditional and digital radio advertising including on-air spots, streaming spots, pre-rolls, and companion banners across radio stations and streaming platforms.
2. Digital Ad Placement: Comprehensive digital advertising services including social media posts and videos, web banners, app banners, geofencing, email marketing, OTT/Connected TV, paid search, and RDS (Radio Data System) ads for in-car digital receivers.
3. 360 Marketing Services: Full-service marketing solutions including market research, influencer marketing, digital strategy, audio/video production, and ad placement across multiple platforms.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Radio United operates multiple FM/AM radio stations in the Laredo and Rio Grande Valley markets and sells advertising airtime, digital ad inventory, integrated marketing services, and audio production to local and regional businesses across South Texas and Mexico. The company supplements its broadcast business with the Radio Para Mi mobile app, a 360 Marketing service, and community-focused activations to reach Hispanic and general market consumers.

Product overview

Radio United is a South Texas premiere multimedia company operating as a single unified brand with multiple integrated products and services. The core offering centers on radio broadcasting across multiple stations in the Rio Grande Valley and Laredo markets, supplemented by the Radio Para Mi multi-station mobile app. The product portfolio includes a comprehensive 360 Marketing service that bundles market research, influencer marketing, digital strategy, audio/visual production, and ad placement. Digital advertising products (Social Media, Web Banners, App Banners, Streaming Spots, Alexa Pre-rolls, Display Ads, Geofencing, SMS, Email, OTT/Connected TV, Paid Search, RDS) function as individual add-on modules available through the Digital Ad Placement suite. Supporting services include Audio Production, Live & Local activations, and the RCommunity initiative. The company also hosts the Back to School Bash as a community engagement sub-brand.

Differentiator

Problem solved

Functional benefit

Brands

• Radio Para Mi: Multi-station mobile app featuring Radio United's radio stations in the Rio Grande Valley and Laredo, Texas markets.
• RCommunity

Products and services

• Radio United Radio Broadcasting
• Radio Para Mi Mobile App
• Digital Ad Placement
• 360 Marketing
• Audio Production
• Live & Local
• Influencer Marketing
• RCommunity

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lotus Communications: Lotus is a privately held operator of Spanish-language and bilingual radio stations in the Western US, with a similar regional station-group business model and Hispanic-audience focus as Radio United.
• Spanish Broadcasting System: SBS operates Spanish-language radio stations in major US Hispanic markets plus digital properties, directly comparable to Radio United’s Hispanic-focused, multi-station, radio-plus-digital strategy in regional US markets.
• Entravision Communications: Entravision owns and operates a large portfolio of Spanish-language radio stations and TV affiliates across US Hispanic markets. It is directly comparable to Radio United as a Spanish-language/bilingual local broadcaster monetizing Hispanic audiences via ad sales.

Broad incumbents

• Saga Communications: Saga Communications operates regional radio station clusters across mid-size US markets with diversified formats, structurally similar to Radio United’s cluster of stations across Laredo and Rio Grande Valley.
• Townsquare Media: Townsquare Media owns regional clusters of radio stations and digital marketing services, closely mirroring Radio United’s model of owning multiple local stations in a defined region and bundling digital advertising.
• iHeartMedia: iHeartMedia is the largest US terrestrial radio broadcaster with hundreds of stations plus iHeartRadio digital. It competes broadly with Radio United for local and regional ad dollars and pursues a similar radio-plus-digital bundling strategy, but at vastly greater scale.
• Cumulus Media: Cumulus Media operates a large network of AM/FM stations across the US with associated digital ad businesses, comparable to Radio United in product mix (radio broadcasting + digital ad sales), though at a national scale.
• Univision Radio (part of TelevisaUnivision): TelevisaUnivision operates Spanish-language radio stations and broader multimedia (TV, streaming) for Hispanic audiences in the US, overlapping with Radio United on bilingual/Hispanic ad sales and audio content in DMAs with large Hispanic populations.
• Alpha Media: Alpha Media is a large US radio operator running regional station clusters across many markets, comparable to Radio United’s multi-station cluster approach and its accompanying digital ad products.

Others

• Emmis Communications: Emmis is a US radio broadcaster and content producer that has historically served urban and ethnic audiences; it is a related incumbent in local/regional broadcasting and ad-supported audio with comparable business mechanics to Radio United.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/radioparami
• LinkedInlinkedin.com/company/radiounited

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Radio United