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Columbia ratings

101tm

101tm

https://ratings.****************/content/arb183

How much lower will Cumulus let B106.7 go? Now at a 1.9 share 12+ and sister station WOMG holds steady, the class A 98.5 is now over half of a share of the class C 106.7. WZMJ doesn’t fully cover the market and is ahead of them. It is also now tied with 94.3 WUDE.

Seeing that WLXC does quite well on its current signal, I wonder if Cumulus would consider another upgrade for Kiss and place it on 106.7? Or perhaps WOMG? Just a powerful signal that’s on a steady decline…I can’t see it going much lower before something changes. AC is still doing well overall on a national level, and I haven’t seen nearly as dismal numbers for the GSP and (especially) Charleston AC’s. AC hasn’t been extremely strong in Columbia for quite a while but this is sort of uncharted territory.

Not a lot else, other than Columbia still loves WNOK and is bucking the CHR trends we’ve been seeing in many markets. Lots of stations between 2-3 shares, seems like 93.5 may be stabilized now from where they were last year (and really for a long time).
 
Looks like Cumulus isn’t planning any major changes to 106.7 any time soon:

radioinsight.com

Blake Powers Joins WTCB As Morning Host - RadioInsight

Cumulus Media AC "B106.7" WTCB Orangeburg/Columbia SC has announced the appointment of Blake Powers as morning host. Power most recently served as Creative Services Director and on-air host at Christian AC 90.5 KSOS Las Vegas. He has also served as a weekend/fill-in host for Westwood One's CHR...
radioinsight.com radioinsight.com
 
https://ratings.****************/content/arb183

LOL - now the class A 98.5 is on a solid upward trend that started earlier this year, while the class C B-106.7 continues to languish around a 2 share. 98.5 is literally getting twice the share of 106.7 on a quarter of the signal! Seems like the rebranding to ‘OMG and the introduction of more pop music to the playlist has helped them. I don’t recall WOMG doing this well in a very long time - perhaps not since their relaunch in 2016.

93.5 needs to give it up. It’s obvious that CHR isn’t going to work on that signal, but it’s languished near the bottom for so long that perhaps it bills well. 102.3 came up a bit but has been at some really rough levels recently. Alt 99.7 stays quite stable almost all the time.

No idea how 94.3 or 93.1 did since they didn’t subscribe, but I’d guess somewhere in the 1-2 range as usual. 93.1 does quite well to rimshot a lot of the market.
 
They could move 107.5 the Game to 106.7. Or 103.1 over to 106.7. Crazy how the 3 weaker Cumulus signals in the market outdo 106.7.

Sad to see what was a heritage AC station which was on 24 hours a day locally now sound canned like 100 other stations.

107.5 always has signal issues in the northern Columbia suburbs. I guess it offsets by how well it does in Orangeburg and south. 107.5 and 106.7 always do the best of the Columbia signals in the Charleston area. If it wasn’t for 107.3 in Charleston you could probably hear 107.5 in significant parts of the Charleston metro.

When they started in ‘07 (before 107.3 moved in) they had listeners in the Lowcountry.
 
I agree, almost any of the other Cumulus stations could do much better on 106.7. It’s notable that WXLY in Charleston has been declining with AC as of late, as has WSPA-FM in the upstate (although that’s a different issue). I wonder if WZMJ could be hurting WTCB? Even on their limited signal they’re performing about the same.

But it’s pretty embarrassing that two class A’s are beating a blowtorch like 106.7. Cumulus made the right decision swapping 98.5 and 103.1 back in 2008 considering the demographics each signal covers. The urban format needed a better Richland signal and classic hits benefits from having a strong Lexington county signal.

WARQ was Hot AC from 2014-2016, and then slowly transitioned to CHR by late 2017 or 2018 IIRC. It’s not a bad station, but Columbia loves their WNOK.
 
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charlestondxman said:
They could move 107.5 the Game to 106.7. Or 103.1 over to 106.7. Crazy how the 3 weaker Cumulus signals in the market outdo 106.7.

Sad to see what was a heritage AC station which was on 24 hours a day locally now sound canned like 100 other stations.

107.5 always has signal issues in the northern Columbia suburbs. I guess it offsets by how well it does in Orangeburg and south. 107.5 and 106.7 always do the best of the Columbia signals in the Charleston area. If it wasn’t for 107.3 in Charleston you could probably hear 107.5 in significant parts of the Charleston metro.
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I've never understood why 107.5 was moved from Charleston, because this was going to be the result.
 
vchimpanzee said:
I've never understood why 107.5 was moved from Charleston, because this was going to be the result.
Click to expand...
Out of all of that mess, weren’t 107.5 moving in to the Columbia market and 95.9 signing on in Charleston the only positives? If I recall, 107.5 moving out of the Charleston market allowed WMGL to move from 101.7 to 107.3, WMGL had? to move because WAVF was moving to 101.7 because 101.7 became an open frequency due to WKZQ in Myrtle Beach moving to 96.1 which was previously WAVF in Charleston. In turn, 95.9 WIOP (now WMXZ) was allowed to sign on in Charleston as a move in.

And of course, the country format on 107.5 in Charleston, which was never immensely popular, displaced the popular heritage AC format on 96.9 known as Sunny 96.9, with WXLY transitioning from classic hits to AC to fill that void.

Correct me if I’m wrong on any of this - it makes my head hurt!
 
Country went from 95.9 to 92.5 IIRC and replaced the urban “Box” format. The Wolf was at the bottom of the pack (no pun intended) forever. I’m surprised Cumulus stuck with it for so long.

96.9 would probably do much better as a classic hits station if they didn’t have a heavily male-oriented and out of place morning show on a pretty female-male balanced format. No music in AM drive at all and JB&B are just an awful fit outside of classic rock or maybe country. Their sister station in Myrtle Beach, also a classic hits station dropped JB&B a couple of years ago. JB&B, Madonna, Michael Jackson, and Whitney Houston do NOT belong on the same station. It’s almost like WTMA carrying Delilah!
 
B106 went downhill when Brent, Jodi, and Tony were no longer apart of B106. I've noticed of late some 80's tunes are back in rotation that I also hear on 98.5. Maybe I'm crazee, but bring classic alternative to Columbia on 93.5. For a few books q err live 93.5 was on an uptick, but it bottomed out again. The Big DM and Hot pretty much are what keeps Alpha going, and pulling the slack of the bottom feeders. Good to see 98.5 OMG have life.
 
CrazeeCarroll2 said:
B106 went downhill when Brent, Jodi, and Tony were no longer apart of B106. I've noticed of late some 80's tunes are back in rotation that I also hear on 98.5. Maybe I'm crazee, but bring classic alternative to Columbia on 93.5. For a few books q err live 93.5 was on an uptick, but it bottomed out again. The Big DM and Hot pretty much are what keeps Alpha going, and pulling the slack of the bottom feeders. Good to see 98.5 OMG have life.
Click to expand...
I remember well in to even Cumulus ownership 106.7 still had live/local DJ’s almost around the clock which was such a rarity! IMO they did irreversible damage with that attempt at Hot AC and have never really recovered since. However Cumulus has made recent hires for them which makes me think it must be billing well and likely safe.

Also, Columbia loves WNOK which is going to hurt B and 93.5. I’m not sure why at this point considering so many other iHeart heritage CHR’s are struggling, but even though WNOK is mostly piped in it’s still doing very well. I’d love to see classic alt on 93.5 - but I wonder if Alpha would feel that would be to close to The Fox.

Oh, any updates on 103.9’s CP to move closer in to Columbia? I’ve always wondered if Alpha will complete that and sell off 93.9.
 
vchimpanzee said:
As I recall, WKZQ was asked to move so WAVF could. Why would they want to?
Click to expand...
That’s what I’m trying to remember from that whole 2007-2009 stack of dominoes. I forget what exactly set it off or why, other than 107.5 moved in to the Columbia market and the Charleston market got a new FM at 95.9.
 
I've lived near the Myrtle Beach market for three years now, and I really wish WKZQ would have stayed on 101.7. I looked at their coverage map on FCC Data and it was so much better then. I still pick it up fairly well on 96.1 even in southern Brunswick County where I live, but WBBB in Raleigh does cause interference at times. Supposedly, WAVF's owner offered a lot of money to WKZQ's owner to switch broadcast licenses.

I had no idea until now that WMGL was previously on 101.7 before moving to 107.3. You would think that it would have just stayed on 101.7 after moving to Charleston and WAVF would have moved to 107.3 instead. But, I guess WAVF wanted to have a similar coverage area to what they had on 96.1 unlike WKZQ when they moved.
 
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https://ratings.****************/content/arb183

Latest Columbia ratings.

Everyone is pretty much in their normal places, but impressive for WNOK given the state of the CHR format nationwide.

Ouch @ WOMG’s fall, but they’re still (within the margin of error) sitting above 106.7. Cumulus’s changes at 106.7 don’t seem to be working considering the best they’ve done recently was to tie their class A sister station. B sounds very disjointed recently - 2000s alt rock acts and Hot AC staples like Fall Out Boy and All American Rejects up against hip hop artists like Pitbull while still playing older 80s music sounds very bad. I don’t know what sound they’re going for but with their newer selections maybe they should cede the 80s to WOMG and focus more on 90s-now.

Doesn’t look like 93.1 and 94.3 subscribed. The Palm didn’t register at all last month apparently. 😯
 
93.5 is still a disaster too. 94.9 not registering was a matter of time. The Palm on 94.9 has been around a little over 5 years. They were doing much better when they ran ESPN on there for 2 years.

94.9, 93.5 and 106.7 all look abysmal. What would work in this town?
 
MusicEternal said:
93.5 is still a disaster too. 94.9 not registering was a matter of time. The Palm on 94.9 has been around a little over 5 years. They were doing much better when they ran ESPN on there for 2 years.

94.9, 93.5 and 106.7 all look abysmal. What would work in this town?
Click to expand...
Alt 99.7 does alright for a translator. Dare I suggest 93.5 should make another attempt at alternative by moving Alt to 93.5? It would at least do as well as what’s on there now. They’ve tried hot AC (which failed on 106.7 also) and CHR and neither have worked, WNOK seems to have CHR locked in.

I don’t even know what could be done with The Palm. There are more signals than formats that can be executed successfully, especially with all of the translators. Pretty much every viable format is more than covered.
 
101tm said:
Alt 99.7 does alright for a translator. Dare I suggest 93.5 should make another attempt at alternative by moving Alt to 93.5? It would at least do as well as what’s on there now. They’ve tried hot AC (which failed on 106.7 also) and CHR and neither have worked, WNOK seems to have CHR locked in.

I don’t even know what could be done with The Palm. There are more signals than formats that can be executed successfully, especially with all of the translators. Pretty much every viable format is more than covered.
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There's always classic Hip Hop. Iheart ditched it on 105.5 2 years ago to carry BIN.
Alpha could do country on 93.5.
I doubt alternative in the current form it is on 99.7 would move to 93.5. Maybe an active/mainstream rock station. But I've been told over and over that won't work here. So, what gives? When 93.5 flipped in 2014, they were more alternative than anything.
 
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