Since Cianci’s Death, WPRO AM Losing Audience, Especially in Afternoon Drive

GoLocalProv Business Team

Since Cianci’s Death, WPRO AM Losing Audience, Especially in Afternoon Drive

Buddy Cianci Photo: Richard McCaffrey
Buddy Cianci’s ratings for his afternoon show were always rock solid. The controversial Mayor was usually the number one or two time slot in the WPRO talk line-up, but since his death the entire station has been hit with falling ratings and the afternoon 3 p.m. to 6 p.m. time slot has been crushed. 

According to Nielsen ratings since May, WPRO AM has dropped from an overall rating of 5.4 to 4.5 — a 16 percent decrease in an election year. Nielsen compiles and reports audience estimates for all radio stations in its surveyed markets. The news is not good for Cumulus, the parent company that is suffering through massive financial problems.

Cianci’s Time Slot Takes Big Hit

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The biggest hit has been the 3 p.m to 6 p.m. drive time period, now hosted by Dan Yorke. According to ratings data provided to GoLocalProv.com for Wednesday, July 6, Yorke’s share was just 0.8 and tied for 10th in the Providence market. The leading shows in the market that day recorded ratings of ten times higher.

That day Yorke discussed issues relating to Hillary Clinton’s emails. Yorke, who had success at the mid-day time slot and is consistently ranked among the top 100 talk show hosts in America (along with John DePetro) by Talkers magazine, seems to be struggling to create a show that has the relevance of Cianci's show.

WPRO AM Line-up
Stability to Upheaval

For more than a decade WPRO-AM was consistent and a profitable line-up for its parent company. As GoLocalProv reported in June, WPRO went through yet another shake-up.

For the second time in just over a year, Cumulus, the mega-media company that is trying to stave off bankruptcy, fired the top boss in Rhode Island. GoLocal has learned that John Sutherland, Vice President/Market Manager has been let go just a year after his predecessor was fired. 

Barbara Haynes was dismissed in May of 2015 after more than a decade leading the radio group that includes WPRO AM, WPRO FM, HOT 106, Lite 105 and AM790.

Cumulus Trouble

Cumulus 2016, Q2
The plunging numbers at WPRO AM are unwelcome news for parent company Cumulus, who in early August reported a 91.3% decrease in net income for the second quarter of 2016 as compared to the same time period 2015. Cumulus also reported a 4.1 percent decrease in net revenue and a 21.8 percent decrease in adjusted EBITDA year over year.

Radio expert Jerry Del Colliano in his column “Inside Music Media” says things are going to get worse for local radio at Cumulus stations. He writes, “Bye-bye morning show. More syndicated stuff and where shows remain local more sidekick instead of talent.”

He also predicts more use of Westwood One content on local stations because Cumulus over paid for the company when it acquired it. And, he says the local stations like WPRO will be selling a lot more commercials.


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