Indy Radio: iHM Expects 2016 To Be Good Year For WUBG-FM

Indianapolis’ newest country radio station, WUBG 98.3 FM is off to a slow start, since scrapping the Disney format last July

But, the Indianapolis Business Jourrnal reports, that’s about to change, according to Rick Green, local market manager for iHeartMedia.

iHM bought the 3 Kw station from The Walt Disney Co. last summer and decided taking on two of Indianapolis’ strongest stations, WFMS 95.5 FM (13 Kw) and WLHK 97.1 FM (23 Kw), would be the best way to get a solid return on its investment.

iHM is marketing its Big 98.3 branded station on about 10 billboards on the south and west sides of Indianapolis, where most of the country music fans in this city live, Green said. The station will launch more billboards in the first quarter of next year and launch television ads in the second quarter.

WUBG’s (1.3 6+) ratings are nowhere near Cumulus Media-owned WFMS and Emmis Communications Corp.-owned WLHK. WFMS regularly scores shares between 5.0 and 6.0 and WLHK, branding as Hank, has had share numbers above 7.0 in recent months, according to Nielsen.

“We knew it was going to take some time to build an audience for this new station,” Green said. “Country fans are some of the most loyal to their stations.”

Big 98.3 is trying to differentiate itself from WLHK and WFMS by playing newer music and appealing to a younger audience. Green also is hopeful that iHeart’s national country morning show headlined by Bobby Bones will be a big draw.

“Those are two good radio stations, but the market research indicates there were some vulnerabilities,” Green said.  WUBG’s target market, Green explained, will be listeners ages 25 to 44, with slightly more women than men.

Although Green wouldn’t divulge ad sales specifics, he said WUBG is ahead of early projections.

WUBG 98.3 FM (3 Kw) Red=Local Coverage Area

Not only have WFMS and WLHK regularly been in the top five in radio listening audience size in this market, iHeart’s new station would be at a competitive disadvantage to 95.5 and Hank because of a weaker signal.

WUBG’s tower is near Avon in Hendricks County, and some industry experts said the signal has difficulty reaching eastern Marion County and parts of Boone and Hamilton counties, including Zionsville, Carmel, Westfield and Noblesville.