First on RadioInsight: iHeartMedia is conducting a double-flip in the Tampa Bay area on Thursday, July 18.
Spanish CHR “Rumba 106.5/102.9” WRUB Sarasota/W275AZ Tampa will move to the full-market signal of 95.7 WBTP Clearwater, while Hip Hop “95.7 The Beat” will move in reverse to 106.5 and 102.9 and flip to Classic Hip Hop positioned as “The Suncoast’s Throwback Station”.
WBTP began stunting at 3pm with non-stop Bad Bunny as both stations are running sweepers between songs promoting the moves.
WBTP has been struggling since Cox Media Group’s launch of Adult R&B “101.5 The Vibe” last September hovering in the mid 1’s shares. Due to lack of a signal in the northern parts of the market, WRUB currently holds a 0.8 share in the Tampa/St. Petersburg market. The move will leave Beasley Media Rhythmic CHR “Wild 94.1” WLLD as the only current based Hip Hop station in the market.
The move of “Rumba” to 95.7 will give the brand additional coverage as it goes from the worst signal of the three Spanish CHRs in the market to the best with its 100kW/185m Class C1 signal covering more of the market than Beasley’s “92.5 Maxima” WYUU Safety Harbor’s Class C2 signal and Spanish Broadcasting Systems’ “El Zol 97.1” WSUN Holiday’s Class A signal. WYUU currently has a 1.9 share, while WSUN is at a 1.1 share.