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WFLA #15? WHFS-FM #21?

G

Gregg

Can anyone remember a time when WFLA was rated so low (not including Holiday ratings)? Weren't they always in the Top 5 all the time?

And how can CBS start an FM Sports station that isn't even getting the ratings of the Diocese of Tampa's non-commercial Catholic station?

Meanwhile, who would have guessed Cox putting Hot Talk on WHPT would work out so well? It's rated higher than any other Talk station by far. Guys in Tampa would rather hear Hot Talk than Sports Talk, Contemporary Rock or Alternative Rock.

It's also interesting to note that Classic Hits formats are #3 (WXGL) and #4 (WRBQ). Of course, this is why I keep saying both formats shouldn't share the same name because they really are different formats. WXGL is a Classic Rock station that primarily plays mostly pop-leaning rock songs that you remember from Rock stations of the 70s and 80s. WRBQ is really an Oldies station that now plays some 80s hits and only goes back to the 60s a few times per hour. But it still has DJs talking up the songs, jingles, Motown, contests and lots of personality like a Top 40 station of the 70s and 80s.
 
The biggest problem with WHFS is its signal. It does not have full market coverage; hence, although not impossible, it will be difficult to attract any meaningful numbers with any format on 98.7 FM. In contrast, WHPT is a full market class C FM with 100kw at 1,700 + feet, and talk programming on FM in Tampa Bay was long overdue. Conclusion: Full market FM coverage + filling a market void = success! Good format + inferior signal = major challenges.
 
98.7's best numbers by far were when it was Wild 98.7 because the stick is in Southern Pinellas and covered its target audience very well. By contrast Wild has not done as well on 94.1 because the signal, although more powerful, is from a stick east of I-75 and doesn't penetrate building in Pinellas all that well.
 
If they don't do something about the signal 98.7 is doomed. Even a simulcast on 1010 rather than carrying the national shows would probably help.
 
jmtillery said:
The biggest problem with WHFS is its signal. It does not have full market coverage; hence, although not impossible, it will be difficult to attract any meaningful numbers with any format on 98.7 FM. In contrast, WHPT is a full market class C FM with 100kw at 1,700 + feet, and talk programming on FM in Tampa Bay was long overdue. Conclusion: Full market FM coverage + filling a market void = success! Good format + inferior signal = major challenges.
Click to expand...

Even though WHPT has the best signal coverage of any station in Florida it still has its signal limitations. Mainly because its stick is so far to the south, not even placing a City-Grade signal into Tampa, St Petersburg but not Tampa. Making the signal troublesome in Northern Pinellas, Pasco and especially Hernando County. The bright side to the HPT signal is it gets out into Eastern Hillsborough far better than WHFS. Wherelse WHFS can penetrate into buildings in Pinellas better than HPT. Both signals place a so-so signal into Tampa.
 
Best Tampa Market signal into Orlando is 94.1......locks into HD even in Orlando.....seems to be a HUGE signal difference even vs. 100.7, 101.5, 93.3 which wont lock HD ....wonder why so much difference ?
 
94.1's transmitter is closer to Orlando than the others. Its near Ft. Lonesome, the others you mentioned are in Riverview.
 
WLLD 94.1 “C” is still licensed to Lakeland. As for its signal and tower site, 94.1 is a 10.7 MHz IF frequency to WRBQ's 104.7 “C1” and cannot move any closer to Tampa due to a short-spacing conflict. At one time 94.1’s former owner - Root communications - had successfully negotiated with WRBQ's licensee to move WRBQ from 104.7 “C1” to 104.5 “C” which, at the time, would work without creating a short-spacing conflict between WSJT and WRBQ, while WRBQ would have benefitted by being able to upgrade back to a full class "C" FM. At the same time there was a notice of PRM to add 104.3 “A” to Inglis. Root had specified and unsuccessfully argued in its FCC filings that Inglis did not meet the requirements for a new FM since Yankeetown had 96.3 “A” and covered Inglis with a city grade signal. The FCC ruled that Inglis was deserving of having its own local FM service and denied Root Communications proposal; Hence, the final result is WRBQ remained on 104.7 “C1”, and WSJT 94.1 “C” was site restricted at its present tower site to avoid a short-spacing conflict with WRBQ. The FCC’s Final Order also opened 104.3 “A” for WKZM 105.5 “A” Sarasota to move to make room for WTBT 105.5 “A” New Port Richey to upgrade to a C1.

Regarding WHPT, although it has signal issues toward North Tampa Bay, it still has a far more superior signal coverage of the Bay area than WHFS' C2 coverage has, and, in fact, has city grade coverage over most of Southeast Tampa proper with 60 dbu coverage over the rest of Tampa. Although not perfect, this is a listenable and marketable signal and in a comparison / contrast, outperforms WHFS. If CBS were to identify a niche' format that will fill an existing market void, 98.7 should do fine, same as it did when it was WLLD.
 
CBS is not going to separate 1 station from their Tampa cluster and sell it as a standalone. There is probably more money in last place in Tampa than for first place in Sarasota.
 
Rfrus, no........no the 94.1 antenna is not closer to Orlando than the Riverview antennas. Per radio-locator it is 1.4 miles further. Negligible . So thats not the answer...anyone else ?
 
distantfm said:
Rfrus, no........no the 94.1 antenna is not closer to Orlando than the Riverview antennas. Per radio-locator it is 1.4 miles further. Negligible . So thats not the answer...anyone else ?
Click to expand...

The second-adjacent channels to 94.1 are further away... 94.5 is out in Deltona/Orange City, 93.7 is way up in Ocala. 100.7 has to deal with both 100.3 and 101.1 on the same antenna farm in Bithlo.
 
Go ahead and conduct this simple test. If you're in NE St. Petersburg or say the Feather Sound area, take a standard home stereo without an external antenna or a a standard boom box with maybe a simple dipole, and see what stations you can receive CLEARLY inside a building. I guarantee you that among the "Tampa Bay" FM stations you will have problems with 94.1, 97.1 and 102.5. Yes, 94.1 and 102.5 cover a ton of Florida when you're rolling up and down I-4 and I-75... but they struggle within buildings IN the metro area. And yes... that's not the case with 94.1 in Brandon or probably Hillsborough... but it is the case in Pinellas. It's the exact opposite for stations like 92.5 and 98.7. Let's be honest... the BEST station that covers the most people within the Tampa Bay metro area is 95.7 with it's C1 100kw signal smack dab in the middle of the area. Go ahead.... use Google maps and zoom all the way in on the tower on Gandy.... then slowly zoom out to see just how centered that tower is. I pretty much can assure you that 95.7 is received pretty damn clear for dang near 100% of the Arbitron rated metro area that is "Tampa Bay". No way can the same be said for any of the previously mentioned 5 FM stations.

As far as the others broadcasting from Riverview and the other two in East Tampa.... all solid and for the most part on equal footing. None can blame signal as an excuse for low ratings.
 
In the beginning of my broadcast career, I was taught many valuable lessons by someone who had been very successful in the business for many, many years. One of the most valuable lessons he taught me early on is there are three basic, yet imperatve elements to any successful radio station (the same principle also applies to TV). Those elements in the correct order are 1) signal. You can have the very best of everything else; however, without the much needed signal, programming means nothing and sales will be virtually non-existent. 2) Programming. Even with the best signal, unless you have compelling programming that the masses will actually listen, signal means nothing as the signal is delivering an inferior product. 3) Sales. If you have the best signal and the best programming with the best ratings, unless someone is selling it who knows how to sell it, everything else is worthless.

The moral of this little exercise is quite simple. The signal is the most important element with the other two above mentioned elements closely following behind. Without an adequate signal which covers the entire market (or at least the biggest part thereof), a station does not have an adequate delivery vehicle to deliver its programming. If the station cannot deliver its programming to the masses or target demo, sales is virtually useless because no one, or very few merchants will advertise on a station that cannot be heard or cannot reach the merchant's desired target demo due to an inferior signal.

Everyone can debate this until Harold Camping makes his next doomsday "... end of the world..." prediction; however, none of the debates changes the fact that something is what is is. I. E., the stations and signals discussed herein are what they are, no more, no less.
 
In the words of Dennis Green, football coach - "they are who we thought they were".
 
jmtillery said:
...Regarding WHPT, although it has signal issues toward North Tampa Bay, it still has a far more superior signal coverage of the Bay area than WHFS' C2 coverage has, and, in fact, has city grade coverage over most of Southeast Tampa proper...
Click to expand...

WHPT's signal is so superior, it reaches Fort Myers.
 
DToTheJ said:
jmtillery said:
...Regarding WHPT, although it has signal issues toward North Tampa Bay, it still has a far more superior signal coverage of the Bay area than WHFS' C2 coverage has, and, in fact, has city grade coverage over most of Southeast Tampa proper...
Click to expand...

WHPT's signal is so superior, it reaches Fort Myers.
Click to expand...

Yes, obviously, since we all know where the tower is. Anyone else on that tower and with that height would reach Ft. Myers too. HOWEVER, the advertisers and sales staff on and for WHPT don't care about Ft. Myers or any of the surrounding areas.

Thank you Mr. Tillery for the well written lesson! Good to know!
 
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