End of day, ratings do not = revenue. WLOO Chicago FM100 was consistently Top 3, but one of the worst billers. By the late 80s they had shifted to WXEZ AM&FM so they could lower the demo numbers. A few years later they were WPNT AM&FM lowering the demo numbers even more, with lower ratings but billing better.
I agree, it is better to run an older demo Oldies station, rather than being in a pack of 5 stations eating the same target demo. METV-fm has one big blessing wound that can't be overlooked. They do not own the signal, they lease it. Add on a low billing format, math is math, this is not a healthy situation. There is only enough money to pay Rick his salary, not for jocks.
Side note to Jeremy, I was in Milwaukee a few weeks back. There were new HD3 stations. Some HD's were off. 93.3 HD2 volume was really low and sounded Mono. A lot of sports. A lot of hip hop. On the other end, a lot of Oldies. With Fonz Fm skewing a bit newer into the 70s, I guess Saga is more in the 60s?
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