Florida Country Station Rebrands as 'Trump Country,' Reports Sharp Ratings Rise

A Fort Myers country radio station that rebranded as "Trump Country" 93.7 FM says its audience and advertiser‑coveted ratings have risen sharply since the change.

WHEL president and general manager Jim Schwartzel told Fox News Digital the station made the rebrand decision "shortly after President Donald Trump’s election landslide" and launched the new identity on inauguration day. Schwartzel said the station has seen "tremendous" feedback and that listeners who find the station "celebrate and listen for long periods of time." He provided Nielsen Radio Data showing WHEL has tripled its ratings among adults 25‑54 since March and records an average time spent listening of five hours and 45 minutes per week, which he said is the most of any country radio station in the area.

The rebrand includes the slogan "Make Country Great Again," station signage that mirrors the style of Trump campaign ads, an AI‑generated logo depicting a cowboy hat‑clad Trump, and satirical promotions voiced by a Trump impersonator, according to station materials and interviews. On its website and on air, WHEL runs recurring features such as a contest called "The Cancel Bowl," in which listeners leave voicemails describing incidents they deem "pathetic woke things" to be played on air, and weekly prizes that the station says include branded tailgate kits and cash it markets as funds for purchases that would "trigger your liberal cousin." Station staff say they write and produce the promotional content in house.

Local voting patterns provide market context for the programming shift. CBS News reported that Lee County, where Fort Myers is located, gave 64% of its 2024 presidential vote to Donald Trump, a statistic Schwartzel has cited in describing an audience receptive to the station's approach.

Industry experts say format and branding shifts can produce rapid audience movement in local radio, particularly in competitive markets where stations seek distinct identities to attract both listeners and advertisers. Management at WHEL framed its changes as an effort to "keep it local and serving Southwest Florida’s unique audience, reflecting their values, music and culture," Schwartzel told Fox News Digital.

Schwartzel is also a Republican candidate in the race for Congress, seeking to succeed Rep. Byron Donalds, according to his campaign website. The campaign messaging links his candidacy to support for President Trump. The station displays branded vehicles, including a 1985 Ford F‑150, and promotes community engagement through on‑air stunts and call‑in features.

WHEL's reported gains underscore the commercial calculation behind politically aligned media positioning: higher ratings among adults 25‑54 can increase appeal to advertisers seeking that demographic. Schwartzel said the station's listeners have high "time spent listening," a metric that broadcasters and advertisers use to value spots and sponsorships.

The White House did not immediately respond to a request for comment. Representatives for advertisers who buy local radio inventory did not immediately comment on the station's claimed ratings gains.

The station's rebrand and promotional content have drawn attention as an example of how local media outlets increasingly combine political identity and entertainment to build market share. WHEL's management frames the effort as entrepreneurial and community‑oriented, while critics and some observers caution that such overt political branding may polarize audiences and raise questions about how stations balance opinion, satire and music programming.

WHEL's reported figures have not been independently verified by Nielsen beyond the data the station provided. The station continues to air country music alongside its branded promotions and says it plans to maintain its local programming focus as it pursues both audience growth and Schwartzel's political campaign objectives.