WMTX Makes First Time Christmas Move
A new entrant is attempting to become the primary home for Christmas music in Tampa as for the first time iHeartMedia Hot AC “Mix 100.7” WMTX made the move to holiday hits.
For the past three years Beasley Media AC “B98.7” WPBB, Cox Media Group Soft AC 105.5 WDUV and Radio Training Network Christian AC “Joy FM” 88.1 WJIS/91.5 WCIE all made the move to Christmas music. WPBB flipped to Classic Rock immediately following Christmas in 2018, while neither WDUV or WJIS/WCIE have made the move yet (with both station’s making the change on Black Friday in past years). In the Holiday 2018 ratings, WDUV was the biggest recipient of an audience boost with a 13.7 share.
WMTX has been trending downward itself over the past few months with a 3.3 share in the October PPM ratings down from a 5.0 as recent as July.