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Columbia Dec 24 ratings

G

genius

radioinsight.com

Columbia SC

radioinsight.com radioinsight.com

A lot of stations saw some noticeable drops while a a few like WLTY made some gains. Most notably WTCB saw a substantial bump, and I’m wondering if the annual Christmas flip just before Thanksgiving helped. (They had flipped to Christmas on 11/21/24, as they usually flip the day of Columbia’s Vista Lights festival).

WMFX on the rise again after some low points earlier this year. Alpha Media did drop some of the dinosaur shows like John Boy & Billy in favor of some fresher fare.
 
Class A WOMG over in Lexington still in a tie with the blowtorch WTCB. And more centrally located WLXC is #4. I don’t see the morning show helping WTCB, but maybe I’m wrong.

Swapping formats on 106.7 and 103.1 seems like a no brainer to me, but Cumulus seems very committed to AC on 106.7.
 
101tm said:
Class A WOMG over in Lexington still in a tie with the blowtorch WTCB. And more centrally located WLXC is #4. I don’t see the morning show helping WTCB, but maybe I’m wrong.

Swapping formats on 106.7 and 103.1 seems like a no brainer to me, but Cumulus seems very committed to AC on 106.7.
Click to expand...
Cumulus laid off WLXC's PD in November, so I don't see that happening. They seem to be in cost cutting mode. Chris Connors programmed Hot 103.9/93.9 and later The Big DM for 20 years before joining Cumulus. Honestly, I'm surprised WLXC is doing as well as they are on such a rimshot signal.

I've had the same thought, Kiss could actually be competitive with The Big DM if they were on 106.7. They're already the highest ranked station in the cluster. It's probably a financial decision. I believe B106.7 brings in more revenue.
 
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