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The Breeze blows out of Philadelphia

iHeartMedia's 106.1 WISX-FM in Philadelphia has dropped its 3 year old Soft AC format and is now “Under Construction” and simulcasting CHR sister station WIOQ “Q102.”

“The Breeze” launched in Philadelphia on November 12, 2018 during the Soft AC boom of 2018 replacing the year old Rhythmic AC format on WISX known as “Real 106.1.” 

WISX had a 3.3 share in Nielsen Audio PPM Monthly Ratings, placing it in 10th place. WISX averaged a 3.45 share over the course of the last six months of ratings. Right above WISX in 9th place is Sports/Talk formatted WIP-FM/94.1; and right below WISX in 11th place is WIOQ, their CHR sister station they currently are simulcasting. Stations leading in the Philly ratings include, WXTU (Country; #4), WMGK (Classic Rock; #3), WDAS-FM (Adult R&B; #2) and taking the #1 spot is Rock formatted 93.3 WMMR. 


My Thoughts: 

A year or two ago, WISX had a 4.7 share, and the heritage AC station, WBEB “B101.1” had a 5.5 share. While ratings did slide for WISX from that point to now, it still was working pretty well. (After all, the success of a radio station doesn't usually come overnight, in fact, it usually takes about 5 years or so) And why fix something if it isn't really broken, I mean, I'm sure with a little effort they could've improved ratings, but instead, iHeart couldn't wait and decided to blow it up.

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