Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 19 September 2026
Philadelphia
A market that talks about sports the way other cities talk about weather, with a top-five sports station and a heritage all-news signal to match. Berk Marketing buys Philadelphia for advertisers and represents no station in it.
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Short answer. Philadelphia is the market where a sports station is a mass audience. SportsRadio 94 WIP is a top four station on the year, not just in season, and KYW Newsradio sits right behind it, so news, talk and sports together hold more than fifteen percent of listening. Above them, B101, MGK and WDAS share the lead in music with almost nothing between them. The practical entry point is about five thousand dollars a week, and the Philadelphia choice for a male or considered-purchase audience is usually WIP or KYW bought properly, rather than a music station bought thinly.
Station by station
These pages cover what each one costs to buy, who is actually listening, and how the schedule should be built for that format.
The market in numbers
B101 leads by a third of a point over MGK and WDAS. WIP is fourth on the year, ahead of every other sports station in the country by share, and KYW is sixth.
| Station | Dial | Branding | Format | Owner | Share |
|---|---|---|---|---|---|
| WBEB-FM | 101.1 FM | B101.1 | AC | Audacy | 7.7 |
| WMGK-FM | 102.9 FM | 102.9 MGK | Classic Rock | Beasley | 7.4 |
| WDAS-FM | 105.3 FM | 105.3 WDAS-FM | Adult R&B | iHeartMedia | 7.1 |
| WIP-FM | 94.1 FM | SportsRadio 94 WIP | Sports | Audacy | 6.4 |
| WMMR-FM | 93.3 FM | 93.3 WMMR | Rock | Beasley | 6.4 |
| KYW-AM | 1060 AM and 103.9 FM | KYW Newsradio | News | Audacy | 5.3 |
| WXTU-FM | 92.5 FM | 92.5 XTU | Country | Beasley | 4.4 |
| WOGL-FM | 98.1 FM | Big 98.1 | Classic Hits | Audacy | 4.2 |
| WUSL-FM | 98.9 FM | Power 99 | Hip Hop and R&B | iHeartMedia | 3.7 |
| WBEN-FM | 95.7 FM | 95-7 Ben FM | Adult Hits | Beasley | 3.4 |
Top ten commercial stations by share. B101.1 leads the market at 7.7. The news, talk and sports signals (SportsRadio 94 WIP, KYW Newsradio, New Jersey 101.5, TalkRadio 1210, 97.5 The Fanatic) combine to 15.3, and the Spanish-language stations to 1.5. Source: Nielsen PPM as published on our radio stations by market page, which is updated with each book.
How Philadelphia listens
Sports radio is a year-round mass audience here. In most markets a sports station is a seasonal male buy. In Philadelphia WIP holds a top four share across the whole year, because the conversation about the Eagles, Phillies, Sixers and Flyers never stops. That makes WIP a legitimate primary station for any offer aimed at men, not a supplement.
KYW is a news brand with an older, loyal audience. Newsradio on 1060 has been the city’s traffic, weather and headlines for generations, and its listeners skew established, homeowning and responsive to direct offers in home services, financial, legal and healthcare. It gets more across in fewer spots than any music schedule.
The market runs into New Jersey and Delaware. The Philadelphia metro takes in South Jersey and the northern Delaware suburbs, and New Jersey 101.5 is inside the top fifteen on its own. An advertiser who serves only the Pennsylvania side is paying for listeners across two state lines, and the creative should say where you are.
The listener is following a story or a conversation, so fewer commercials a day do the job and a spot written to match that delivery carries more information. In Philadelphia that means WIP for a male audience in any season, KYW for news, and WPHT or The Fanatic depending on the audience.
The listener is half attending, so the message needs repeating, which means weight on one station rather than money spread across four. B101, MGK, WDAS and WMMR each reach a large habitual audience that is bought for frequency on one station.
Why format decides frequency, in full, is on the local radio advertising page.
Money
Audacy owns WIP, KYW, WPHT and B101 among others, Beasley has MGK, WMMR and The Fanatic, and iHeart holds WDAS and the rest of its cluster. Audacy in particular sells the news and sports audience as part of a package, and the package is built for Audacy’s inventory. We buy the station, negotiate each group against the others, and take remnant inventory where it exists.
The practical entry point for a terrestrial campaign here is about five thousand dollars a week, the same floor as every market we buy, and it needs to run long enough to build frequency rather than a week or two to see what happens. What sets the rate, what moves it and how remnant inventory changes the arithmetic is covered on the radio advertising costs page.
Berk Marketing represents advertisers and holds no Philadelphia inventory. We go to the stations and the groups for availability and price, negotiate each against the others, write and produce the commercial in house, place the schedule and track what it returns by station. Where a station has unsold airtime, we buy it as remnant, typically 40 to 60% below the published rate card, and you are refunded or credited for any spot that does not run.
Fit
Worth knowing first
We work with advertisers who have not already been in contact with a radio station’s sales rep. We are not in the business of taking clients away from stations, and once an advertiser has been quoted directly, our ability to bring remnant pricing on that station is compromised.
The consequence lands on you rather than on us. If Philadelphia is on your list and you have not spoken to anyone yet, that is exactly when this is worth a call.
We will run a competitive monitoring report at no charge and with no obligation. It shows which Philadelphia stations your competitors are on, at what times of day, how many spots, and it includes the actual audio of their commercials.
In many cases nothing shows up at all, and that is worth knowing too.
Get the ReportQuestions
For a male audience, WIP, in any season. For a considered purchase and an older customer, KYW. For a broad consumer offer, B101, MGK or WDAS bought for frequency. For talk, WPHT. We would not name one before hearing what you sell.
The practical minimum for a terrestrial campaign is about five thousand dollars a week, here as elsewhere. Beyond that, the rate depends on the station, the daypart, how long you commit and whether the airtime is bought at rate card or as remnant inventory. How the rate is set and negotiated is covered on the radio advertising costs page.
No. WIP holds a top four share across the whole year, which is unusual for a sports station. Eagles season is the most expensive and crowded time to be on it, and for an offer that is not tied to football, the rest of the year is often the better value.
Yes. The market includes South Jersey and the northern Delaware suburbs, and every major signal covers all of it. You pay for all of it too, which is why the creative should name where you are.
No. We represent advertisers only and hold no station inventory, so there is no Philadelphia signal we are obliged to recommend.
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