iHeart’s Swagga Moves & Rebrands In Florence

Sunny 105.5 The Beat Swagga 94.1 97.9 105.9 WDAR-FMiHeartMedia has flipped Christian AC “Sunny 105.5” WDAR-FM Darlington/Florence SC to Urban “105.5 The Beat“.

The station assumes the Urban format from sister “Swagga Radio” 970 WWRK Florence/97.9 W250BJ Florence/105.9 W290CD Darlington/94.1 WRZE Kingstree who are currently simulcasting with WDAR-FM to redirect listeners to the new frequency. The syndicated Breakfast Club will remain in mornings.

The “Sunny” format goes out with a 2.1 share in the Spring 2017 Nielsen Audio ratings continuing a downward trend from 4.1 in Fall 2015 to 3.8 to 2.5 in Fall 2016. Swagga rose from 1.5 in Fall 2016 to 2.6 in Spring 2017, which still was well behind Cumulus Media’s market leading Urban 106.3 WYNN-FM‘s 11.1 share.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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