Mid-West Family Broadcasting has flipped Country “96.1 The Ton” W241AD South Bend IN/99.9 WQLQ-HD3 Benton Harbor MI to a simulcast of Sports 960 WSBT South Bend.
The flip reverses the move made in June 2021 when the translator broke off of its simulcast of WSBT to create an in-market competitor to Federated Media’s “B100” 100.7 WBYT. In the Fall 2023 Nielsen Audio ratings, WBYT had a 7.2 share with “The Ton” at a 0.9. The station is currently running promos during breaks redirecting Country listeners to co-owned “97.5 Y Country” WYTZ Bridgman/Benton Harbor MI, which is a rimshot signal at best in South Bend.
WSBT, which is the local affiliate of South Bend’s Notre Dame football and basketball and South Bend Cubs basbeall, currently carries a mix of programming from Fox Sports Radio and Infinity Sports Network along with a local 5-7pm show hosted by Darin Pritchett focusing on Fighting Irish football. With just the AM signal, WSBT had a 1.4 share last Fall.
This story first appeared on radioinsight.com