A poster elsewhere pointed out that, translators included, S/WB had ten sports stations on the dial before this 102.3 change. Last time I checked the spayed ratings, none of them were doing well.
I'm also informed that the nearest large 'major' team of import, Penn State, has its games broadcast on WILK -- a non-sports station.
It appears to be a sort of chicken-egg conundrum. Are there low ratings because there are too many slices to the pie, or because there aren't enough sports in the market to galvanize support and make the pie a larger one?
'Active rock or adult hits'.
Not much of a choice there, is it? If you wanna be snide, you might say, 'You're tried the rest ..... so here's another one.'