Exactly. In the case of Washington, iHM has 97.1 WASH-FM (AC), 98.7 WMZQ (New Country) and Hot 99.5 (CHR) to sell as a package for advertisers interested in reach predominantly female ears. Cumulus only had WRQX.
iHM's wall of (white) women is why Mix 107.3 struggled to regain advertising $$$ and partially explains why Audacy has not dared flip one of its sticks to Hot AC there.
iHM's wall of (white) women is why Mix 107.3 struggled to regain advertising $$$ and partially explains why Audacy has not dared flip one of its sticks to Hot AC there.