Time To Rumba As 97.7 The Beat Boston Meets Its Demise

Rhythmic AC “97.7 The Beat” WKAF Brockton/Boston has met its demise.

WKAF is currently stunting with unbranded Spanish language music telling listeners to tune in on Tuesday, May 25 at 2:00pm.

As we just reported in today’s Domain Insight, WKAF will flip to iHeartMedia’s Spanish CHR “Rumba” brand as “Rumba 97.7“. “Rumba” had previously aired in the market on 1200 WXKS and 1430 WKOX at different points from 2006 to 2010 and 2018 until last August’s sale of 1430.

The move will give the Boston market its first full-powered Spanish language signal. WKAF held a 1.2 share in the April 2021 Nielsen Audio ratings.