Townsquare Media relaunched classic rock WBUF (92.9) as active rock Friday, positioning it as “Buffalo’s Real Rock.” After taking on Cumulus Media’s entrenched classic rocker “97 Rock” WGRF for 18 months, the station is now sandwiching itself between 97 Rock and its alternative sister station, “The Edge” WEDG (103.3).
Townsquare’s Compass Media-syndicated “Free Beer & Hot Wings” remains in morning drive with some reshuffling of talent during the rest of the day, including the addition of Townsquare’s Compass-syndicated “Loudwire Nights.”
The “Everything That Rocks” version of WBUF relied on AC/DC, Led Zeppelin, ZZ Top, Red Hot Chili Peppers, Ozzy Osbourne, Foo Fighters, and Metallica as core artists, all of which were already heard in the market on “97 Rock.” Several of those marque acts remain as part of the new direction, along with currents, recurrent and gold from the active rock playbook.
Here’s a sample hour taken from Saturday at 2pm, according to Mediabase: Living Colour, “Cult Of Personality;” Nita Strauss f/ David Draiman, “Dead Inside;” Rage Against The Machine, “Testify;” AC/DC, “Thunderstruck;” Puddle Of Mudd, “Control;” Red Hot Chili Peppers, “Black Summer;” Candlebox, “Far Behind;” Jimmy Eat World, “The Middle;” Guns N’ Roses, “Civil War;” Lit, “My Own Worst Enemy.”
It’s the 2nd flip at the 92.9 frequency in less than two years. On Thanksgiving weekend 2020, WBUF dropped adult hits “Jack FM” to launch a hard classic rock format.
In Nielsen’s most recent diary survey, WBUF’s classic rock format ranked fourteenth among listeners 12+ with a 1.6 share. 97 Rock was fourth (7.0), and The Edge was eleventh (3.3).