Entercom has launched “Hot 105.7” in Milwaukee, ending a rare run of three FM Sports talkers in the city as “The Fan” retreats to AM.
The new Hip-Hop and R&B format runs on 250-Watt W289CB/105.7 and the HD2 signal of WXSS/103.7. It competes directly with iHeartMedia heritage Hip-Hop/R&B outlet”V100.7″ (WKKV-FM).
105.7’s former “Fan” Sports lineup continues on WSSP/1250, which was the original home of the format. The lineup includes local programming from 6 a.m. to 6 p.m. and CBS Sports Radio overnight.
“105.7 The Fan” was Milwaukee’s first FM Sports talker when the FM signal launched in 2015. It got major competition in November 2018 when Good Karma launched “ESPN Milwaukee” on WKTI-FM/94.5 and iHeart launched “The Game” on WRNW/97.3 weeks apart.
The format change came Monday, the same day Nielsen Audio released September ratings showing “The Fan” to be the lowest-rated of Milwaukee’s three FM Sports formats. However, only a few tenths of a point separate all three formats, which all had less than one percent of the average 6+ quarterly hour share.
On the AM band, WSSP’s Sports format competes with iHeart’s “Big 920” (WOKY) and Good Karma’s “540 ESPN” (WAUK).