Change coming Now (or Soon?) to WTDY?

[atthestars]

This was mentioned in the WIOQ thread below, but it looks like WTDY may be headed for a change.

Rumors are of Audacy streamlining their CHRs nationwide (much like previous Alternative and Country changes), including a rebranding of many of their CHRs to "NOW". The tweet below was posted yesterday with a brief flash of the date 7/5/21.

Could be a new contest, or could be a rebranding. We'll have to see. Hopefully no local talent are blown out if changes occur.

https://twitter.com/x/status/1410976711731290116

 

[Jstnpspck]

It's most likely a rebranding, and most likely going to involve voicetracking. The entire gist of the article was that while iHeart is regretting their mass VT efforts and is trying to reintroduce local hosts in certain dayparts, Audacy is moving in the opposite direction. I believe we're going to see a rebranding to a standard CHR brand across all their stations (a la "alt"), and we're either going to see local hosts dropped in certain dayparts for regional hosts, OR, we're going to see whoever they keep at TDY also VTing for other Audacy CHRs.

 

[Radiolover971]

This was mentioned in the WIOQ thread below, but it looks like WTDY may be headed for a change.

Rumors are of Audacy streamlining their CHRs nationwide (much like previous Alternative and Country changes), including a rebranding of many of their CHRs to "NOW". The tweet below was posted yesterday with a brief flash of the date 7/5/21.

Could be a new contest, or could be a rebranding. We'll have to see. Hopefully no local talent are blown out if changes occur.

https://twitter.com/x/status/1410976711731290116

Yes I saw that too on Twitter & Instagram. I said to myself a ''Rebrand''

 

[TheBigA]

Here's a link to the story that has already been posted to the National Radio board that details some of the anticipated changes for Audacy CHRs:

The Diverging Plans For CHR At Audacy And iHeartMedia - RadioInsight

radioinsight.com

I’m told that the changes at CHR will see the launch of national midday and evening shows that will air on all or most of the company’s sixteen stations in the format. The new on-air lineups are set to debut immediately after the holiday weekend. Much like the roll-out at Alternative last year, where multiple stations dropped their prior identities for “Alt“, we’ve heard of a possibility of some of the CHRs standardizing under the “Now” brand launched at 97.1 Los Angeles in April. The station has quickly risen in the Nielsen Audio ratings from a 1.2 share in its final full monthly as “Amp 97.1” in March to a 1.8 share in its first full monthly at “Now 97.1” in May.

 

[MarkW]

It'll be a rebrand with some cookie cutter national programming, which is a stupid move. 96.5 has earned terrible ratings since its "Wired" days. There has GOT to be a better use for this station than a third-rate CHR/Pop format that finishes around 20th in the ratings.

Q102 will continue to wipe the floor clean with 96.5.

As a sidenote, 104.5's rebrand has done WONDERS for that station! (sarcasm) Woody Show is probably a complete flop in Philly.

As I've written in the past, a Rock-based format is worth a look. Ya know what else might be worthy of a consideration? A Spanish-language CHR or Tropical format.

 

[davideduardo]

It'll be a rebrand with some cookie cutter national programming, which is a stupid move.

National programming is hardly "cookie cutter" as that was the model for radio in from the late 20's well into the 50's, and then it became the model for television.

In most of the rest of the world, national programming on dozens if not hundreds of signals is the norm, and it's better because you get each country's best talent and best programmers.

96.5 has earned terrible ratings since its "Wired" days. There has GOT to be a better use for this station than a third-rate CHR/Pop format that finishes around 20th in the ratings.

Or, the strategy may be to fill in a demographic need of the cluster. Today, it is about how the set of stations work together, not each station individually.

As I've written in the past, a Rock-based format is worth a look. Ya know what else might be worthy of a consideration? A Spanish-language CHR or Tropical format.

There is no such thing as a viable tropical format for the eastern US any longer. Salsa, merengue and the like appeal to persons over 50 at least.

CHR in Spanish is reggaetón, the Spanish language equivalent of hip hop. There is no other form of CHR today, and it appeals from teens through the 30's. But the problem is that most Hispanics in those ages in Philadelphia are second or even third generation and don't listen to Spanish language radio.

 

[davideduardo]

Here's a link to the story that has already been posted to the National Radio board that details some of the anticipated changes for Audacy CHRs:

The Diverging Plans For CHR At Audacy And iHeartMedia - RadioInsight

radioinsight.com

Following up, the 18-49 numbers are now around a 3 share for the last book.

The 18-34 looks to be in the 3.5 to 3.8 range now. That would be less than a point behind KIIS in 18-34.

 

[TheBigA]

As a sidenote, 104.5's rebrand has done WONDERS for that station! (sarcasm) Woody Show is probably a complete flop in Philly.

The ratings have been fairly stable. Could be that most of the station's listeners sleep to noon.

One of the highest rated morning shows in Philly is the syndicated Steve Harvey show on WDAS.

 

[MarkW]

But the problem is that most Hispanics in those ages in Philadelphia are second or even third generation and don't listen to Spanish language radio.

They don't listen to Spanish language radio because it is only available locally on a pair of staticky AM signals, and those signals play music that appeals to an older crowd in any event.

Or, the strategy may be to fill in a demographic need of the cluster. Today, it is about how the set of stations work together, not each station individually.

That may be the "strategy," but do you think 96.5 is succeeding in that regard? There are higher & better uses for that signal.

For a brief time, 96.5 was posting respectable numbers and was even with - or even ahead of - Q102 in W18-34 and P18-34. Now, Q102 is just crushing 96.5. What happened?!?!

In most of the rest of the world, national programming on dozens if not hundreds of signals is the norm, and it's better because you get each country's best talent and best programmers.

In most of the rest of the world, most countries are much smaller in both population and land mass than the U.S., and economies are less developed.

Gen Z uses radio less than preceding generations. Scores of Urban, Rhythm CHR and CHR/Pop stations are at or near all-time record low ratings in numerous markets for that reason. Look at Power 99; perfect example.

Corporate programmers largely in their 40s & 50s often have zero clue how to appeal to that group. In the 70's and 80's, numerous programmers in significant markets were in their 20s & 30s. The aging of radio's power structure is at least partially responsible for the medium's declining appeal among young adults. Consolidation and emergence of a small set of corporate behemoths has helped to create this outcome.

 

[radiodx10]

If it's gonna be NOW 96.5, all it means to me is it's "now" time to skip over 96.5 as I always have. But I hate CHR music anyway. It really would be nice to have a second alt rock station, one that plays less of the new garbage and more classic alt rock. But yeah yeah yeah I know $$$

 

[AbrahamJSimpson]

Amazing how businesses need to make money.

 

[TheBigA]

Gen Z uses radio less than preceding generations. Scores of Urban, Rhythm CHR and CHR/Pop stations are at or near all-time record low ratings in numerous markets for that reason. Look at Power 99; perfect example.

Gen Z in Philly loves sports radio. Both stations are in the Top 5 18-34. But the #1 station last month for that demo was B101.1, even though the station dropped in the 6+. The #2 station was WMMR.

 

[davideduardo]

Gen Z in Philly loves sports radio. Both stations are in the Top 5 18-34. But the #1 station last month for that demo was B101.1, even though the station dropped in the 6+. The #2 station was WMMR.

Using a 5 month rolling average, the two sports stations and WMMR are pretty close to being tied in 18-34 men, with WPEN not as good in the very upper demos. Then it is, well below, WDAS and below that WRFF.

WDAS will get buys because of the unduplicated cume. WRFF, we know, does not get much at all.

 

[MarkW]

WIP-FM offers great, localized content for one of America's best sports cities. Not surprised.

WMMR features one of the best morning shows found on any station in the country, and let's face it - Philly is a great rock town, too. The hyperlocalism of 93.3 is also a big contributor to its success. It is clearly a station whose programming is custom made for Philly.

B101 definitely does a great job delivering P18-34, and that's been true for years. That fact makes the CHR/Pop format found on 96.5 disposable, in my opinion. I'm not exactly sure what 96.5 contributes, audience wise, that one or more other stations don't already deliver. To me, it seems 96.5 isn't pulling its weight.

 

[davideduardo]

If it's gonna be NOW 96.5, all it means to me is it's "now" time to skip over 96.5 as I always have. But I hate CHR music anyway. It really would be nice to have a second alt rock station, one that plays less of the new garbage and more classic alt rock. But yeah yeah yeah I know $$$

The existing Alt station, which is about a 5 share in 18-34, is a horrible biller. There is no way anyone would want to fragment an unprofitable segment of the audience.

 

[TheBigA]

I'm not exactly sure what 96.5 contributes, audience wise, that one or more other stations don't already deliver. To me, it seems 96.5 isn't pulling its weight.

While WIOQ rates higher in 6+, WTDY actually scores higher in 18-34. I was surprised to see that WHYY is also doing well 18-34.

 

[chrocket87]

NPR is tending to do quite well in 18-34 in a few markets. IIRC, it was recently the top station 18-34 in DC and SF!

I’m at the old end of the 18-34 demo and the vast majority of my terrestrial radio listening is to NPR.

 

[MarkW]

How do 96.5 and Q102 compare in A25-54? Thanks in advance for the info.

 

[MarkW]

By the way, comparing shares in L.A. to Philly is a somewhat treacherous proposition. The L.A. market is more splintered demographically and has more signals, too.

 

[tvk5195]

If it's gonna be NOW 96.5, all it means to me is it's "now" time to skip over 96.5 as I always have. But I hate CHR music anyway. It really would be nice to have a second alt rock station, one that plays less of the new garbage and more classic alt rock. But yeah yeah yeah I know $$$

Cue the "they should try this format" comments. I totally agree though there has to be something better than the same 10 pop songs played over and over again. It's one of the factors driving generation Z to streaming.