Philly Radio: Classic Hip-Hop Scores

Classic hip-hop turns in its best debut yet in Philadelphia, according to InsideRadio.

In its best ratings performance yet, the fledgling classic hip-hop format finished top five among persons 18-34 and 25-54 in its first full month on the air in Philadelphia.  After initial success in Houston, Radio One quickly duplicated the red-hot format in Philly on “Boom 107.9” WPHI, which dropped urban on November 8, two days into Nielsen’s December survey.

The station has since doubled its 6+ share (1.9-3.8), while lurching into the top five in 18-34 (4.0-6.5) and 25-54 (2.3-5.5). The ratings are especially remarkable given WPHI’s class A signal.  The station apparently most negatively affected is sister R&B oldies “Old School 100.3” WRNB, which tumbled 4.0-3.3.

In Dallas, “Boom 94.5” KSOC grew 2.8-3.4 in 6+ to finish tenth without the benefit of a full survey just yet in the throwback format.  The station, which launched November 14, tripled its 18-34 shares (1.0-3.4) to rank 13th and moved 3.1-4.0 in 25-54 to rank eighth. The gains appear to have taken a sliver away from Service Broadcasting urban “K-104” KKDA (4.0-3.6) and Radio One rhythmic CHR “97.9 The Beat” KBFB (3.6-3.3)   Cumulus Media’s KLIF-FM, which had a two-week fling with classic hip-hop after rebranding in October as rhythmic CHR “Hot 93.3,” had the largest 6+ percentage increase in Dallas, vaulting 1.8.-2.6.

Back in Houston, “Boom 92” KROI came close to matching its explosive 3.2 debut in November with a 2.9 in December.  But it slipped from tenth to 12th in persons 25-54 (4.0-3.7)  and fell from sixth to ninth (5.1- 4.3) in adults 18-34.

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