The New 96.5 is making another format change in Philadelphia. US 96.5 has debuted as the station’s new country brand, Barrett Media has confirmed.
What We Know: WTDY-FM will adopt the US 96.5 identity, joining Audacy’s country brands US 99 in Chicago and US 101 in Chattanooga. The Class B station operates with 9,600 watts of power and has shifted between Hot AC and CHR formats in recent years. In 2018, the station adopted the 96.5 TDY branding before returning to Hot AC as The New 96.5 in 2023. Now, the latest change will move the station into country music, putting it in direct competition with Beasley Media Group’s 92.5 XTU. The first song on US 96.5 as a country brand was “I Had Some Help” by Morgan Wallen and Post Malone.
What The Numbers Show: The New 96.5 posted a 2.0 share in the most recent 6+ ratings period. Meanwhile, 92.5 XTU delivered a 4.7 share, giving the established country station a significant lead heading into the format competition. XTU’s performance provides a benchmark for US 96.5 as it launches its new identity.
What’s At Stake: The move gives Audacy another opportunity to establish a stronger position in Philadelphia’s competitive radio market. However, US 96.5 will need to attract country listeners who already have an established option in 92.5 XTU. The station’s previous format changes also mean it must build a clear identity with listeners.
What It Means: Audacy is betting that country music can deliver a stronger position for WTDY-FM than its recent Hot AC and CHR iterations. The launch also creates a direct format rivalry with Beasley’s established country outlet. US 96.5’s early ratings performance will help determine whether the change can close the gap with XTU.
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