Philadelphia: PPM's First Format Change Pays Dividends

There's no doubt that PPM will force us to program our stations differently -- and in some cases, completely change format. The shift in shares in PHILADELPHIA are dramatic -- with Urban down and Rock way up. CLEAR CHANNEL was the first to recognize the changing landscape, when they dropped Tropical for Alternative and launched WRFF (RADIO 104-5) back on MAY 16. In just over 90 days, WRFF has become on of PHILADELPHIA's top stations.

WRFF is the #6 station among listeners 6+, while ranking #1 among adults 18-34 (and is the only station in double digits). WRFF is also top five among adults 25-54. And yesterday, CBS Talk WYSP shifted back to its Rock roots -- to do battle with WRFF and GREATER MEDIA sisters WMGK (Classic Rock) and WMMR (Rock).

Meanwhile, WEAZ RADIO's WBEB remained the leading station 6+ and among adults 25-54. However, the rock shares remain solid, with Rock outlets ranking second, fourth, and fifth 25-54.

Urban shares have declined, but the major shift there has been the competitive landscape, where heritage CLEAR CHANNEL Urban WUSL now trails RADIO ONE rival WPHI among persons 6+ and 18-34. In the final diary book, WUSL had a 4.5 12+ to WPHI's 3.2. Now WPHI tops WUSL 2.7-2.5.

Shares for the African American targeted stations (WDAS, WUSL, WRNB, WPHI and WPPZ) were 19.4 12+ under the diary (last book FALL 2006). In the AUGUST PPM results, those shares had declined to 13.8 ( a decline of 29%). Meanwhile, the total Rock shares between WMGK and WMMR were only 7.9 in FALL 2006, and now are 16.1 (a staggering increase of 104% with WRFF now in the mix).

What we do believe is that the debut of WRFF is the first, but will not be the last format change that will be the direct result of the PPM. Here are the AUGUST breakdowns for PHILADELPHIA: