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Columbia's WTCB and WARQ abysmal ratings

S

StormKlowdz

Continous slide of ratings on AC WTCB 106.7 Columbia have fallen to a 2.0! I personally have never seen them at that level on this flamethrower signal. What do you think is the problem here? Is the playlist too Hot AC sounding? I noticed that there are now only 2 80s songs an hour.

On the other end of the dial, CHR WARQ 93.5 has fallen to a 1.3!. Changes are definitely afoot in Columbia.

What do you think would work? What is the market missing? We have classic hits, adult hits, Gold AC (albeit on rimshot 93.1 signal) and classic rock covered. All urban formats except classic hip hop are covered. Discuss.
 
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AC hasn’t been doing as well in a lot of markets as of late it seems, but B106.7 has been weak for a while. WSPA-FM in Greenville has logged some poor numbers in the past year but not this low.

B seems to be leaning pretty new. It’s not Hot AC level, but hot AC doesn’t have a great track record in markets like Columbia. Cumulus seems to want to keep it and WOMG out of each others way which can only be done so much. They also have Steve FM on the older end and 93.5/104.7 on the newer end. I’m not sure which changes they can make. Newer/Hot AC has been tried without success. They could lean older and potentially sacrifice the demos and also get in WOMG’s way. 98.5’s somewhat limited signal is doing much better than the 106.7 blowtorch.

93.5 has been screwed for years but Alpha seems determined to keep a CHR based format on there. I’m not quite sure what’s needed that would be more successful. They have the alternative translator, but I highly doubt that’s a format they would go with on a higher powered signal with the current dynamics of that format.
 
The latest book that came out this past week shows no good news for WTCB or WARQ. WARQ is approaching a 1 share, and B-106.7 is almost down to a 2 share. Both are hanging out in the ratings basement with 94.3. Meanwhile, B’s closest sister station WOMG has been on the rise as of late and has pulled well ahead.

WTCB hasn’t historically gotten great ratings, but I wonder if this is triggering any alarms at Cumulus. It would be another move for it, but I wonder if Cumulus would consider a frequency swap with WOMG’s classic hits format moving to 106.7 and WTCB’s AC format either going away or moving to 98.5. WOMG has issues out on Two Notch past 20/77, it’s not a very good signal.
 
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