Bold move for Tampa Bay radio: WDAE is upgrading to a full-powered FM signal, while Rumba shifts to a new FM presence across two frequencies. But here’s where it gets interesting... And this is the part most people miss: the changes reshape how sports and Spanish-language music reach listeners across the market.
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iHeartMedia announced a major upgrade for Sports 620 WDAE in St. Petersburg. The station will upgrade its FM translator from 95.3 W237CW Pinellas Park to 95.7 WRUB Clearwater on Monday, February 23. This upgrade pairs a 100kW FM signal with WDAE’s existing AM 620, enhancing coverage for fans of MLB’s Tampa Bay Rays and University of Florida basketball and football, reinforcing WDAE as the play-by-play home for these teams. Program Director Nick Wize expressed enthusiasm for delivering a stronger, more engaging lineup that brings fans closer to their teams and conversations. Market President Russell Robertson emphasized that expanding WDAE’s heritage brand strengthens long-standing partnerships with the Rays, Buccaneers, Lightning, Florida Gators, and USF Bulls, while continuing to serve Tampa Bay listeners across multiple platforms. The move marks the return of a full-powered FM Sports station to the Tampa market, something not seen since CBS sold and flipped 98.7 The Fan WHFS-FM to rock in 2014.
The Spanish Contemporary Hit Radio (CHR) brand known as “Rumba 95.7” will relocate to 95.3 W237CW and 102.9 W275AZ in Tampa. These frequencies currently simulcast Classic Hip Hop “106.5 The Beat” WBTP Sarasota. SVP/Programming PJ Gonzalez stated that Rumba 95.3 and 102.9 will continue delivering a vibrant, high-energy music mix tailored to Tampa Bay’s Latino community. Enrique Santos will anchor the mornings, with local talents Sarykarmen Rivera and Flip Rios contributing to daytime programming, ensuring engaging content for Spanish-speaking listeners.
Ratings context: WDAE posted a 2.2 share in the Holiday 2025 Nielsen Audio ratings, while WRUB posted a 2.1 share—the strongest among the market’s three Spanish Tropical FMs. Beasley Media Group’s 92.5 MaximaU (Maxima) held a 1.8 share, and SBS’s El Zol 97.1 WSUN was at 1.7 share.
Controversial prompt for readers: Do you think moving a major sports brand to a stronger FM signal helps preserve local sports culture in an era of streaming and national syndication, or does it risk narrowing who gets to hear the broadcasts? Share your take in the comments.
