Challenger to WLLR?

[EnergyDeKalb2]

Cumulus has tried anf failed numerous times to take down WLLR, on numerous frequencies and with different variations of the country format (classic and new).

What would it take to cut WLLR ratings in half? The previous attempts have never been close to doing anything like that, usually just a 3 or a 3.5 share for the most part.

I can't imagine WLLR staying at number one forever, there has to be something that can take them down. Even in a non-country format, what would it take to at least get to the number one ranking?

--EnergyDeKalb2

 

[jh]

Country is the most loyal audience (it's "their" station) and it's almost impossible to take down a heritage country station like WLLR. The best Cumulus could hope for is to take a few points off WLLR. And they would need to do that with some type of "new" country to take the younger demos. Classic country would only take off the older demos that WLLR doesn't care about anyway.

In order for WLLR not to be number one 12+ several things would need to happen at the same time...
1. The country format becomes less popular.
2. WLLR makes some dumb changes the listeners don't like. Country listeners feel betrayed if their station makes too many changes at once.
3. Cumulus has a country station that can pick up some of that audience.
4. Some other station suddenly goes way up for some reason, pulling ahead of WLLR 12+. Probably some station with no real competition in their format.