What if iHeart has data that shows that WTDY is weak or isn't doing the format correctly? What if iHeart has data that there are more potential Rhythmic AC listeners than Country ones? I don't know. I am just guessing here.
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The Breeze Blows Out of Town
- Thread starter kenneykop
- Start date
Probably applies more to their 18 - 49 audience. They are typically off-the-charts in that demo and light years ahead of the runners-up.
I've read this entire thread and I'm surprised that for everyone who has suggested Country, no one has brought up the failure of WEBG Chicago. Similar situation there a few years ago as iHeart signed on Big 95.5 to compete against the heritage WUSN. It failed and flipped to Rock.
So iHeart didn't think it was worth clearing Bobby Bones in Chicago. Why would they think it's worth it in Philadelphia, where they would likely achieve the same results?
So iHeart didn't think it was worth clearing Bobby Bones in Chicago. Why would they think it's worth it in Philadelphia, where they would likely achieve the same results?
Country music was in the "bro country" creative doldrums a few years ago. It's diversified since then and is doing better nationally on radio.
Well, I'm glad to see we're at least playing 3D chess now. haha. This is kinda the main question. Where are there more listeners to potentially steal? My oversized gut tells me that WTDY shares listeners with more stations than does WXTU. If that's true, going after the WTDY audience means going after a smaller and more fractured audience. That would make me think it's better to go after WXTU's listeners. But there's also the consideration of how gettable these audiences are. If there's more available Country listeners but they're less likely to be fickle (meaning they aren't likely to tune away from 92.5), then ya got a problem with your new Country station.
All this having been said, I am not wavering on my opinion that Country is going to land at 106.1. And after having said that, I also wouldn't be the least bit surprised if whatever ends up happening, whenever it ends up happening, involves the 104.5 frequency as well--which would obviously be something even beyond 3D chess. (Somewhere around here, someone asked "What are the chances that a company would mess with more than one of their stations at the same time?" and it's like, "Ummmm, it happens all the time!")
Why are we assuming that what happened in Chicago would happen in Philadelphia? I love both cities but they are COMPLETELY different!
Perhaps it is demographics. Chicago, for example, has double the Hispanic population of Philly (29% vs. 14%). Perhaps the Hispanic share reduces the % of listeners to a Chicago Country station.
Perhaps you are correct. The other factor that leads me to the Country option is WXTU’s signal. Am I the only one who has trouble with WXTU’s signal in South Philly? 106.1 does better throughout the city than 92.5.
Demographics differ for sure. Times and people also change. The dynamics beyond the head-to-head “showdown” differ. There are way too many variables to extrapolate that something happening X years ago in Y market means it’s lower probability in Z market years later.
“Kicks” 106 anyone? 🤠
“Kicks” 106 anyone? 🤠
The thing I love right now is that we have 16 pages about what's happening and what might happen with 106.1. Depending on how long iHeart waits to launch, maybe that can grow to 30 pages. But however many pages we get to, the day Country debuts on the frequency, we'll probably have about 4 or 5 threads where people say "It's Country, launched today" and then everything will go back to (pardon the pun) radio silence. Or we'll all jump back into the 104.5 thread.
However, they did it, and the station was country for five years before the flip to rock. The station hasn't done a whole lot better as a rock station. They made the flip in 2020, and are just now getting above a 2 share for the first time.
No format is permanent. The point is they weren't making money with the Breeze, so it's time for something else. If they do country for five years and then flip, then for five years they had the opportunity to break Bobby Bones in Philly.
They are Spanish language station right now playing all bad bunny right now
Rumba will be on the air tomorrow at 12pm!!!!
Very possible. Coincidentally, I asked on the 104.5 thread a week or two ago if the time is right for a full signaled Spanish language music FM station in Philly.
It's also possible one of the other suggested formats will be implemented.
A Spanish language CHR paired with WUSL and WDAS would make iHM a one stop shop for Ethnic buys.
It's also possible one of the other suggested formats will be implemented.
A Spanish language CHR paired with WUSL and WDAS would make iHM a one stop shop for Ethnic buys.
If true, the second iteration of Rumba could last longer than the first one, which lasted about nine months on 104.5. More favorable conditions for Reggaeton, etc. compared to 2007.
Caught the new sweeper in spanish. Well, spanish on 106.1! I wonder how Mega 105.7 and Kalle 99.9 are gonna do now that a major market signal is Spanish. Granted, I know (or think) those two stations are for a slightly older Latino audience, whereas this new 106.1 is playing Bad Bunny stuff, which is for a younger audience. That’s about all I know.
It may not look good in 6+ numbers, but stronger 18-34 numbers (and 18-49, for that matter) could be good for Latino ad agencies.
That was also 15 years ago. Demographics have changed since then, so iheart may think this is a profitable idea.
As for the Rumba branding, I can see them using it again. They’ve launched Rumbas in Reading, Lancaster, and even recently in Boston.
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