Spanish oldies in 2004. KZNM was consistently the lowest Arbitron rated FM station in the Albuquerque radio market and failed to make several ratings books. 106.7 FM's broadcast was upgraded to 44,000 watts effective radiated power in early 2007; it previously broadcast at 15,000 watts. In March 2007, it switched to Regional Mexican as "La Ley", but in November 2007, AGM moved its other Regional Mexican station KLVO "Radio Lobo" from 97.7 FM to 106.7 FM. "Radio Lobo", meanwhile, was launched in early 1995 on 97.7 FM and had been the top Arbitron rated Spanish-language radio station in Albuquerque for many years, but its competitor, Univision-owned KJFA ("La Jefa"), had turned up efforts to compete with Lobo in early 2007. It had moved to a stronger signal and added the Piolin morning program, which has resulted in better ratings and creating a more competitive battle in the format. 106.7 has a similar coverage area as KJFA, but uses less than half the power as the 100 kW signal on 105.1. The new signal, along with other programming changes, proved to be ineffective for KLVO, as KJFA would go on to become the top Regional Mexican music station and often the top rated Spanish-language radio station in the market. KLVO's ratings would continue to sink to dramatic lows by the end of the 2000s, falling far behind KJFA and other area Spanish-language radio stations. The format was dropped on January 31, 2011, after about 16 years on the air. However, it has since been revived on the original 97.7 frequency. On January 31, 2011, AGM moved its Mainstream Top 40 station branded as "OMG! Radio" and KDLW call letters from 97.7 to 106.7. ("OMG!" was launched on August 24, 2009 on the 97.7 FM frequency with a mainstream top 40 format, shifting away from an underperforming rhythmic top 40 format that was previously airing on that station for more than a year and a half.) The move occurred because of the signal clarity of 106.7, which has a more clear signal in most of the Albuquerque area than 97.7, as well as extending its reach to areas in northern New Mexico, including Santa Fe. The broadcast on 97.7 ended on February 17, 2011, when 97.7 flipped to a Contemporary Christian format as "Shine 97.7". "OMG!" competed against KKOB-FM, and since May 2012, KLQT, for listeners, creating a three way market race