Max Media will be launching “100.5 The Vibe” on what was CHR “Hot 100” WVHT Norfolk.
After we first indicated the flip was coming this morning in our Domain Insight report, WVHT began stunting at 6pm with a loop of Q-Tip’s “Vivrant Thing”. Sweepers between the loop brand the station with its new “100.5 The Vibe” identity.
The move will position the station against either Audacy’s market leading “R&B 95.7” WVKL or iHeartMedia Hip Hop “103 Jamz” WOWI. The timing of the stunting would appear to lead to a launch around the Juneteenth holiday on Sunday or Monday.
The move marks the end of the thirteen year-old CHR brand after launching in April 2009. WVHT had a 2.8 share in the May 2022 Nielsen Audio ratings tying with Audacy’s competing “Z104” WNVZ.