https://radioinsight.com/headlines/200273/iheart-goes-big-with-oldies-in-grand-rapids/
101.3 FM has flipped from Rock to Oldies.
101.3 FM has flipped from Rock to Oldies.
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iHeart Goes Big With Oldies In Grand Rapids
- Thread starter Y2kTheNewOldies
- Start date
Entercom's "Big" is a rock-hits format, but it looks like this iHeart "Big" is a pop-based classic hits, with plenty of disco tracks. Will iHeart be going this route on stations nationwide, or is this just a stand-alone rebranding in Grand Rapids? Wouldn't it be a tough sell to advertisers spooked by the demos a station playing songs that are all at least 41 years old might attract?
Big
There's also an iHeart Big in Milwaukee - Classic Hits - and iHeart Bigs in DC and Miami - Classic Rock. Not sure you can say any given owner's Big stations are going to be alike, just because they share a name.
There's also an iHeart Big in Milwaukee - Classic Hits - and iHeart Bigs in DC and Miami - Classic Rock. Not sure you can say any given owner's Big stations are going to be alike, just because they share a name.
The Grand Rapids station looks to be mid/late '60s through the end of the '70s. Something of a hybrid. Unlike most classic hits stations now, it isn't touching the '80s.
K
Kevin
Guest
Could this be a trend for many other markets like Detroit or even Chicago?
I think this is a good option in markets that have little (and less every day) non-local agency and transactional business where local advertisers buy based on other factors, including the actual cash register response to ads. The local insurance agency or car repair shop or home repair provider does not cut off interest at age 55 like consumer goods advertisers do.
But in the top markets where ad agency buys are very big, this is less likely. However, if station groups continue to cancel Nielsen, it is possible that some companies may go for a format that the actual business owners and managers like!
I would think as one gets down the list on rated markets, the opportunities for adopting a format like oldies increases. What we are seeing is fewer and fewer buys from advertising agencies the smaller the market size. With those dollars gone, the stations have to go after local business. Local business owners, likely on average, tend to be a bit older than the median age. The older adult, especially in the smaller markets, is seen as a quality consumer with the cash. It has never been about radio wanting to ignore the 55+ audience but it has always been about running a format that can pay the bills. In the big markets where the advertising agencies rule the dollars, if you're not a hobby, you find a way to get a share of those dollars if you don't want to go bankrupt or become one of the increasing number of 'leased' stations. The truth is, for radio, the 55+ audience has virtually zero interest for clients these advertising agencies represent.
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