With 96.5 flipping from CHR to AC, and 106.1 putting a little more emphasis on 80s music, Philly's Adult Contemporary battle got a little more crowded. The question is, how long will it stay the current status quo?
Not counting rimshot signals like WJBR, WSTW, WLEV, WRFY etc. we have:
WBEB- 101.1 More FM- Eternal winner, longtime AC that people tune to and leave the dial set. Any competitors previous have been disposed of handily and the station isn't afraid to morph and tweak to fend off potential competition.
WTDY- Today's 96.5- The newcomer. Still finding their way, and their airtalent, the station signed on with a more 90's-Now approach at the very onset, and since has heavily added 80s into the playlist. Only has a middayer and an afternoon air talent. Running a buttload of commercials on co-owned CBS3 and KYW 1060. SLIGHTLY wider playlist than WBEB, but otherwise, nothing to really make it stand out from More FM.
WISX- Mix 106- The...kinda there station. Has floated through various forms of Hot AC. Focused on 90's-Now for a while, but has added in and emphasized the 80s portion of their library. Run fairly cheap... local morning show, middayer VT'd from NYC, Seacrest Afternoons (dumped on them from Q102), Mario Lopez evenings and the "Rendezvous" late nights.
The thing is, I don't see any of these stations flipping anytime in the near future.
101.1 will surely stay the course nearly forever. The first few months of 96.5 (and several years of 106.1) have shown that they are steady and solid.
106.1 makes bank for iHeartMedia. Their ratings are mediocre, but they make more money than sister station Radio 104.5 makes with solid ratings. I can only see them flipping to either 1.) A new format du jour, but nothing is striking hot right now or 2.)If they think they can do better by taking shares away from a top rated competitor to boost one of their sister stations.
96.5- Too new to make a flip yet, obviously. Station is still building, albeit slowly. Would some local talent help, or does running it mostly like a jukebox help them in the battle?
Considering the rest of the dial is pretty damn quiet, this ripple of a battle might lead to our next change on the Philly dial. Somewhere down the line.