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WDAE-FM

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WDAE-FM
Simulcast of WDAE, St. Petersburg, Florida
Broadcast areaTampa Bay area
Frequency95.7 MHz (HD Radio)
Branding95.7 WDAE & AM 620
Programming
LanguageEnglish
FormatSports radio
Subchannels
Affiliations
Ownership
Owner
History
First air date
August 19, 1963; 62 years ago (1963-08-19)
Former call signs
WTAN-FM (1963–1976)
WOKF (1976–1980)
WCKX (1980–1982)
WMGG (1982–1985)
WNLT (1985–1990)
WMTX (1990–1998)
WSSR (1998–2003)
WPTB (2003-2024)
WRUB (2024-2026)
Call sign meaning
Taken from station's simulcast of WDAE
Technical information[1]
Licensing authority
FCC
Facility ID41382
ClassC1
ERP100,000 watts
HAAT185 meters (607 ft)
Links
Public license information
WebcastListen live (via iHeartRadio)
HD3: Listen live (via iHeartRadio)
Website957wdae.iheart.com
rumbatampabay.iheart.com (HD3)

WDAE-FM (95.7 MHz) is a commercial radio station that serves the Tampa Bay area. WDAE-FM and co-owned WDAE (620 AM) simulcast a sports radio format. It is owned and operated by iHeartMedia. Licensed to Clearwater, the station's studios and offices are on Ulmerton Road in Clearwater, and the transmitter site is in Gandy.

History

[edit]

The station signed on August 19, 1963, as WTAN-FM, simulcasting sister station WTAN (AM 1340) with an easy listening format. In the mid-1970s, it became WOKF and adopted a disco format. It switched to adult contemporary in 1980 as WCKX. The station rebranded several times during the 1980s—first as WMGG, then as WNLT—while continuing with adult contemporary programming.

On November 2, 1990, the station became WMTX [2][3][4] with a hot adult contemporary format. On August 4, 1997, it changed call letters to WSSR [5][6] and shifted to modern adult contemporary.

On October 27, 2003, WSSR adopted an urban contemporary format as WBTP (“95.7 The Beat”). The station remained in that format for more than two decades, facing competition in the Tampa market.

Former "95.7 The Beat" logo from 2019-2021.
Previous "Rumba 95.7" logo from 2024-2026.

On July 17, 2024, the urban format moved to sister station WRUB at 106.5 FM which had been broadcasting a Spanish-language contemporary hits format as “Rumba 106.5. The Rumba format was moved to the 95.7 frequency.” The two stations would swap callsigns on July 29.[7][8]

On February 13, 2026, iHeartMedia announced that "Rumba" would move to translators W237CW (95.3 FM) and W275AZ (102.9 FM) on February 23. The FM simulcast of WDAE's sports radio programming, in turn, moved from W237CW to WRUB's 100,000 watt signal at 95.7 FM, which became WDAE-FM.[9]

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The station signed on the air on August 19, 1963, as WTAN-FM with an easy listening format, operating as an adjunct to its then-sister station, WTAN (AM 1340). In the mid-1970s, the station became WOKF with a disco/dance format as "OK96", and later with the "Supermix 96" and "96 Fever" brandings. In 1980, after the death of disco, the station flipped to adult contemporary as WCKX, "96KX" (pronounced "96 Kicks"). In 1982, it re-branded as "Magic 96" with the WMGG call letters. In 1985, it re-branded again as "W-Lite 95.7" with the WNLT call letters, which later changed to "Lite Rock 95.7". On November 2, 1990, the station changed to hot adult contemporary as "Mix 96" with the WMTX call letters.[10][11][12] On August 4, 1997, the station changed to modern adult contemporary as "Star 95.7" with the WSSR call letters.[13][14]

On October 27, 2003, at 5 p.m., after stunting with a loop of directing listeners to sister stations WFLZ, WMTX and WXTB, WSSR flipped to urban contemporary as 95.7 the Beat, WBTP.[15][16][17] It remained jockless for nearly the first four months and received lukewarm reception from the African American community of the area. The station would compete against rhythmic contemporary-formatted WLLD, and would closely beat or come close to them in the Tampa radio market ratings starting in late 2004, though not consistently. For example, WLLD claimed a ratings victory for Summer 2006 by .3 rating points, according to Arbitron.[18] Former competition came from urban AC-formatted WTMP, which flipped to a tropical music format in September 2011.

In January 2019, WBTP began to add more classic tracks to its playlist, in preparation for the relaunch of WMTX-HD2's Throwback Tampa Bay under a new format.[19]

Former "95.7 The Beat" logo from 2019-2021.

As of October 1, 2019, WBTP-HD2 flipped from Quiet Storm to alternative rock as "Alt 95-7 HD2". The following day, WBTP added a third HD Radio subchannel, broadcasting a simulcast of AM sister station WDAE. On June 25, 2020, WBTP-HD2's alternative rock format was relocated to WXTB-HD3 as "Alt 98"; concurrently, WBTP-HD2 began airing iHeart's new African-American focused "Black Information Network" all-news radio service.

While WBTP would continue to have some ratings success, including ranking second with a 6.2 share of the market in the December 2016 ratings, the station's ratings would decline gradually over the next eight years. It dropped to 16th (a 3.2 share) in December 2018, rose to 13th place (3.4 share) in May 2021, and then to 18th place (1.3 share) by May 2024. The station shifted from a mix of hip hop and adult R&B music to a more standard hip hop-based playlist in May 2021, and would face further competition upon the launch of urban AC-formatted WTBV in September 2023.[20][21]

On July 17, 2024, at 3 p.m., after playing "Back That Thang Up" by Juvenile, WBTP began stunting with a loop of the playlist of Bad Bunny, while also promoting a new 'Beat' to debut on sister station WRUB (106.5 FM) and the launch of a new Spanish-language format on WBTP at noon the following day. At that time, WBTP's urban format moved to WRUB (and shifted to classic hip-hop), while WRUB's Spanish-language contemporary hits format moved to 95.7 FM as "Rumba 95.7". The first two songs on "Rumba" were "Dakiti" (also by Bad Bunny) and "Relación" by Sech. The two stations would swap callsigns on July 29.[22][23]

On February 13, 2026, iHeartMedia announced that "Rumba" would move to translators W237CW (95.3 FM) and W275AZ (102.9 FM) on February 23. The FM simulcast of WDAE's sports radio programming, in turn, moved from W237CW to WRUB, which became WDAE-FM.[24]

References

[edit]
  1. ^ "Facility Technical Data for WDAE-FM". Licensing and Management System. Federal Communications Commission.
  2. ^ "It's NOT a MIX-UP Series: AUDIO FILES/RADIO". Archived from the original on July 29, 2017. Retrieved July 7, 2017.
  3. ^ "RR-1990-11-09" (PDF).
  4. ^ "BB-1990-11-17" (PDF).
  5. ^ "New Star rises from ashes of Mix 96 Series: RADIO". Archived from the original on July 29, 2017. Retrieved July 7, 2017.
  6. ^ "RR-1997-08-08" (PDF).
  7. ^ iHeartMedia Launches Rumba 95.7 & 106.5/102.9 The Beat Tampa Radioinsight - July 18, 2024
  8. ^ YouTube: "Format Change: WBTP/Clearwater, Florida Becomes “Rumba 95.7” - July 18, 2024"
  9. ^ WDAE Tampa Bay Gets 100,000-Watt FM Boost; ‘Rumba’ Shifts Signals. Inside Radio - February 13, 2026.
  10. ^ "It's NOT a MIX-UP Series: AUDIO FILES/RADIO". Archived from the original on July 29, 2017. Retrieved July 7, 2017.
  11. ^ "RR-1990-11-09" (PDF).
  12. ^ "BB-1990-11-17" (PDF).
  13. ^ "New Star rises from ashes of Mix 96 Series: RADIO". Archived from the original on July 29, 2017. Retrieved July 7, 2017.
  14. ^ "RR-1997-08-08" (PDF).
  15. ^ "WSSR Tampa transition to the Beat WBTP 11-27-03 - YouTube". YouTube.
  16. ^ "Not Found".
  17. ^ "RR-2003-10-31" (PDF).
  18. ^ "Nielsen Topline Ratings". Arbitron.com. Retrieved September 1, 2022.
  19. ^ "Throwback Tampa Bay Preparing New Format". RadioInsight. January 11, 2019. Retrieved January 11, 2019.
  20. ^ 95.7 The Beat Tampa Makes Musical Shift; Adds The Breakfast Club
  21. ^ 101.5 The Vibe Debuts in Tampa
  22. ^ iHeartMedia Launches Rumba 95.7 & 106.5/102.9 The Beat Tampa Radioinsight - July 18, 2024
  23. ^ YouTube: "Format Change: WBTP/Clearwater, Florida Becomes “Rumba 95.7” - July 18, 2024"
  24. ^ WDAE Tampa Bay Gets 100,000-Watt FM Boost; ‘Rumba’ Shifts Signals. Inside Radio - February 13, 2026.
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27°52′01″N 82°37′26″W / 27.867°N 82.624°W / 27.867; -82.624