WLIT's February ratings are crazy! More than two points higher than the #2 station, WDRV. The funny thing is, a few years ago, WLIT was a station that wavered between Mainstream AC and Hot AC, and it was doing poorly in the ratings. Now it is Soft AC, although that term isn't that soft anymore.
What's even more odd is that in the last couple of years, two large market stations that were Soft AC have flipped. In Philadelphia, WISX gave up the format. The ratings weren't bad but iHeart flipped it to Latin Contemporary. And in Detroit, WDZH had decent ratings as a Soft AC. But Audacy flipped it to Alternative.
In each case, the theory was that the audiences were older than what advertisers prefer. Apparently WLIT is strong enough across the demographic categories.
What's even more odd is that in the last couple of years, two large market stations that were Soft AC have flipped. In Philadelphia, WISX gave up the format. The ratings weren't bad but iHeart flipped it to Latin Contemporary. And in Detroit, WDZH had decent ratings as a Soft AC. But Audacy flipped it to Alternative.
In each case, the theory was that the audiences were older than what advertisers prefer. Apparently WLIT is strong enough across the demographic categories.
