A Fort Myers country radio station that rebranded as "Trump Country" says its audience and key ratings have surged since it adopted pro‑Trump branding and promotional programming.
WHEL 93.7 FM President and General Manager Jim Schwartzel told Fox News Digital that Nielsen radio data provided by the station show ratings among adults 25‑54 have tripled since March. Schwartzel also said WHEL now leads local country stations in Time Spent Listening (TSL), averaging five hours and 45 minutes per week among its audience. The station’s claims were first reported by CBS News and have been cited in Fox News coverage.
The station rebranded on Inauguration Day after Schwartzel said he was inspired by local displays of support for former President Donald Trump, including boat parades and rallies. WHEL adopted the slogan "Make Country Great Again," features signage that mirrors Trump campaign imagery, and uses an AI-generated logo depicting a cowboy hat‑clad Trump. The station airs comedic promotions voiced by a Trump impersonator and runs recurring segments such as a weekly "Cancel Bowl," in which listeners submit voicemails describing what the station calls "the most pathetic woke thing you’ve seen," according to WHEL’s website.
Promotions described by the station include prize packages like a "Trump Country Tailgate Command Kit" and a $5,000 cash prize the station calls the "Freedom Five Thousand," which Schwartzel said is intended for spending "on guns, grills, steaks, ammo, flags, or anything guaranteed to trigger your liberal cousin." A recent satirical promo aired by the station featured an impersonator offering a trip to Mexico billed as a mock deportation contest. Schwartzel told Fox News Digital that station staff write and record all on‑air content and that feedback from listeners has been "tremendous."
Lee County, where WHEL broadcasts, gave former President Trump about 64% of the 2024 presidential vote, a figure cited in CBS News reporting on the station’s rebrand. Schwartzel said the programming is designed to "keep it local and serve Southwest Florida’s unique audience, reflecting their values, music and culture." He added that many listeners tune in for extended periods and that the station has seen sustained listening times.
Schwartzel is also a Republican candidate running for Congress in Florida for the seat held by Rep. Byron Donalds, and his campaign website positions him as an ally of Trump and conservative causes. The White House did not immediately respond to a request for comment.
WHEL’s transformation reflects an intersection of local radio programming and national politics, where branding and partisan imagery have been used to target demographic groups prized by advertisers. The station’s materials and on‑air promotions emphasize conservative cultural themes and political satire tailored to its Southwest Florida audience. Radio executives and local advertisers typically track TSL and demographic ratings to assess listener engagement, and stations often adjust content strategies based on local voting patterns, audience feedback and advertising demand.
Fox News and CBS News reported on WHEL’s ratings and rebranding; Nielsen data referenced by the station were provided directly by the station and cited in those accounts. WHEL’s rebrand, promotional lineup and Schwartzel’s dual role as a broadcaster and congressional candidate underscore the continuing overlap between media enterprises and political activity at the local level.
