There’s reasons for this. We’ll start with younger males that don’t listen to AM. A lot of Sports listeners are in AM’s demo but a lot of potential listeners are not. Think about it. More of the younger males that listen to Sports radio are catching the shows on Podcasts and Apps. They’re not listening to AM in their car. Most likely FM.
If their car radio has HD, this allows for more potential listeners who might not otherwise listen to AM.
WSCR has been on 104.3 HD2 for over a decade. It gives people the option to listen if they have HD in their car and otherwise would not listen to AM.
It’s also nice for advertisers and play-by-play to say “Hey, we have this digital FM signal.” A lot of teams want FM nowdays.
In Milwaukee, WTMJ and WKTI’s previous owners dumped the Wisconsin Badgers. For 2013, iHeartMedia picked them up for 920 WOKY. They have good ties with the Badgers on their Madison stations and wanted to extend it to Milwaukee. However Learfield IMG College insisted on FM. So they ran the games on WRIT. WRIT is a well rated music station and their Christmas music station during the season. The music would be pre empted, sometimes all day on Saturday or Sunday for the Badgers games. In 2018, they decided to drop CHR on 97.3 WRNW, and transfer WOKY’s local hosts and all of the Badgers games to 97.3.
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