I thought if iheart wanted a more sellable demographic of people listening Soft AC was a bad approach. Hot AC would have made more sense. We will see of the demographics of philly even supports a station like
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Philadelphia radio Ratings
- Thread starter CassChopper96
- Start date
Hot AC has always been tough in Philly. (See Star 104.5, Max 95.7, Mix 95.7, Now 97.5, Mix 106, Today's 96.5, 96.5 the Point, etc.) B101 has always been able to slide softer and hotter as they've needed based on competition. Then again, that was back in the Jerry Lee-super-researched days.
(Plus you have some marginal bleed from fringe signals in the burbs, like Y102 from Reading, and 93.7 WSTW from Wilmington)
I realize this is a radio board, but I watched WPVI's news on Friday. He's in his 70's and retiring at the end of the year, but Jim Gardner is a great anchor, one of the best anywhere.
This hot AC fetish isn’t going away, is it?
No it’s not a joke. Look at the history of The Breeze’s ratings and then look how they tanked. Does that mean nothing at all? IDK maybe it doesn’t mean a thing.
Ratings mean nothing if they don't attract advertisers. Apparently The Breeze didn't do that in Philly. Otherwise someone else would have jumped on the bandwagon. Meanwhile Rumba has an exclusive on Hispanic advertisers. They'll make twice as much money once the situation stabilizes.
And that is why Nielsen gives away the worthless 6+ or 12+ numbers.
The history shows why they’re gone. It wasn’t working financially. This doesn’t seem like it should be all that hard to grasp.
I honestly don’t care. I just don’t understand why Iheart thought a soft ac would not skew old
Rumba is ihearts national Hispanic brand
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Those 6+ numbers mean very little it’s the stations permomancs in demographics like 18-49 and 25-54 which dictates the revenue and profitability
Well sorry I didn’t know…
Well we’ll see about that. Am I the only one who remembers El Rhumba 104.5?
That was 15 years ago And ppm was just getting introduced wich made the ratings to rumba super low thus creating the hole for radio 104.5 and the Spanish population in Philly is better now then it was 15 years ago and rumba goes after a demographic that’s never been served on a full market signal just translators
You might mean "bigger." There's been a huge increase in the Hispanic population.
Wow that’s a lot to take in. You are correct that Rumba 104.5 ended 15 years ago however we part ways when you say it was because PPM was just getting started. It was one year earlier in 2006 that Smooth Jazz WJJZ was dropped from 106.1 because (as it has been discussed on this board) that the PPM revealed that WJJZ didn’t have anywhere near the number of listeners as previously believed. So we’ll see how they do. Hopefully the advertisers decide that the target demographic is worth going after.
Thank you, Captain Obvious.
Usually they do the research and ask the advertisers BEFORE they go through the expense of the format flip.
This... is a great point. What DID iHeart expect? Any softer-AC had long since been dead, WBEB was trying to regain composure by trending newer ("fresh"-er, if you will), and anything pre-Breeze was a presumably better sell cluster-wise. Were they expecting to miraculously whip up a profitable demo eager for soft hits from ~4 decades ago? It seems destined for the flash-in-the-pan format experiments alongside Jammin' Oldies and Free FM.
Maybe. But maybe not. And research is little more than an educated guess until the project is actually put into motion which brings me back to my original point about Rumba 104.5. It lasted less than a year. And that’s certainly not the only short lived Philly format flip in our lifetimes. Jammin Gold anyone? Or how about all Beatles and Motown?
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