Cue Tom Petty, WIP is Free Fallin'.
The latest Arbitron ratings are out and WIP continues to plummet. There is always a traditional decline in ratings during the summer months but 610 has dropped from a 3.4 in May all the way down to a 2.4 in July with 425,900 cumulative listeners. As a whole, WIP fell to 19th overall in the Philadelphia market.
Down the dial, ESPN950 also dropped from a 1.4 in June, down to a 1.1 but that number is actually pretty steady since the station did a 1.1 for three straights months before June. Cumulative listeners for 950 is at 238,300, an encouraging sign as the gap continues to close.
ESPN950's biggest headway has come in the afternoons where Mike Missanelli is now beating Howard Eskin in some key demos.
However, expect a spike for WIP come September when the Eagles' season starts.
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