[membership level="2,3"] <img src="https://radioinsight.com/wp-content/images/2018/11/breeze-200x200.png" alt="The Breeze iHeartMedia iHeartRadio" width="200" height="200" class="alignright size-thumbnail wp-image-172281" />iHeartMedia may be bringing its Soft AC "<strong>Breeze</strong>" brand to Atlanta. A number of domains were registered late on Friday for the cluster: <a href="http://96BreezeATL.com">96BreezeATL.com</a>, <a href="http://96RockATL.com">96RockATL.com</a>, <a href="http://96TheBreeze.com">96TheBreeze.com</a>, <a href="http://AtlantasRock.com">AtlantasRock.com</a>, and <a href="http://TheBreezeATL.com">TheBreezeATL.com</a>. We can quickly rule out the two Rock related ones as following the 2006 demise of the original "<strong>96 Rock</strong>", the brand name has been claimed by Cumulus Media's "<a href="http://www.atlantasrockstation.com">Rock 100.5</a>" WNNX since 2008. The more direct <a href="http://961TheBreeze.com">961TheBreeze.com</a> is already owned by Townsquare Media's WMSX Buffalo NY. And while the domains hint at the destination being what is now CHR "<a href="https://power961.iheart.com">Power 96.1</a>" WWPW, we do not expect that brand to go away. If anything we could see "Power" relocate to the 96.7 WBZW/105.7 WBZY simulcast that is now home to Spanish CHR "<a href="https://z1057atlanta.iheart.com">Z105.7</a>" as the company has long owned the frequency-less <a href="http://PowerATL.com">PowerATL.com</a> and uses @PowerATL already for its social media handles. <strong>INSTANT INSIGHT:</strong> This move could make sense for multiple reasons. The current iHeartMedia Atlanta cluster skews young with Power, Z105.7 and Hip Hop "<a href="https://1053thebeat.iheart.com">105.3 The Beat</a>" WRDG all skewing younger. Only Country "<a href="https://949thebull.iheart.com">94.9 The Bull</a>" WUBL currently has a core 25-54 audience, so adding an older skewing Soft AC broadens the cluster's sales potential. The format itself will target multiple stations in the market chipping away at among others Cox's trio of AC "<a href="https://www.b985.com">B98.5</a>" WSB-FM, Classic Rock "<a href="https://www.971theriver.com">97.1 The River</a>" WSRV (which also fills the Classic Hits hole in the market by default), and even News/Talk <a href="https://www.wsbradio.com">750 WSB</a>/95.5 WSBB and the three Adult R&B stations in the market (two of which are in the top 5). Additionally there is no station in the market that has taken the reins as the defacto Christmas music station in Atlanta, with Salem's "<a href="https://thefishatlanta.com">104.7 The Fish</a>" WFSH-FM usually seeing the most gains potentially allowing iHeart to add another Top 10 market to where it owns the Christmas music brand in a market. [/membership]