Another format shift quietly took place following the holidays as iHeartMedia completed its shift of Hot AC “Mix 100.7” WMTX Tampa to AC with a much more noticeably gold-based playlist.
WMTX made a first-ever season shift to Christmas music in mid-November. Prior to the switch to Christmas music, WMTX’s top songs were averaging over 60 plays per week. Those are now down to the low 30’s.
There are no changes to the on-air lineup of Laura Diaz and Nate ‘Brody’ Halegua in mornings, Randi West in middays, On-Air with Ryan Seacrest in afternoons and Kevin Campbell accompanied the musical shifts.
At the time of the move to Christmas music, WMTX had been trending downward with a 3.3 share in the October PPM ratings down from a 5.0 as recent as July. The move will no position WMTX directly up against Cox Media Group’s “Magic 94.9” WWRM. In the December Nielsen Audio ratings WWRM was fourth in the market with a 5.6 share, while WMTX was eleventh with 3.7.
The 2pm hour of WMTX today featured:
Katy Perry – Teenage Dream
Berlin – Take My Breath Away
Imagine Dragons – Thunder
Pink – Get The Party Started
Dan Hartman – I Can Dream About You
Adele – Set Fire To The Rain
Michael Jackson – Black or White
Leona Lewis – Bleeding Love
New Kids On The Block – You Got It (Right Stuff)
Jonas Brothers – Sucker
Alicia Keys – No One
Joan Jett – I Love Rock ‘N Roll
One Direction – What Makes You Beautiful