How to Buy Radio Commercials in OKC for Your Small Business

If you are considering doing radio advertising in Oklahoma City, then this information for you. I worked in the radio business from 1997 to 2012. I started working in programming, production, and on-air. Then, I moved to advertising sales. Finally, my last job in radio, I was an advertising sales manager for Tyler Media.  

During my radio career, I worked, in some fashion, with almost every beloved radio brand in Oklahoma City, including KOMA radio, KRXO, and WWLS, the Sports Animal (OKC), before it had that name. 

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The author in the KRXO studio with a friend circa late-90s.

Rob Kalkman and Jake Fisher at 400 E. Britton Rd.

I wrote this guide so that you, someone that is considering buying radio advertising directly from the radio stations, can make the best possible decisions with your budget. 

OKC Radio Companies, Stations, and Formats

There are four companies that own and/or operate almost all of the commercial radio stations in the OKC market. Each of these station owners has a group of stations that they sometimes sell individually, but often prefer to sell together. 

Successful local radio station groups have a broad range of formats that allow them to offer a full spread of demographic groups. Each one of them strives to be a one-stop-shop for all of your radio advertising needs. 

They are:

  • iHeartMedia

  • Cumulus Media

  • Tyler Media

  • Perry Broadcasting

Additionally, there is another owner, Champlin Broadcasting, that owns two stations, one of which they operate and the other is leased to Cumulus (more on that later).

Match Your Customers With a Station Format

The first step to finding the right radio audience for your marketing message is to learn which demographics tend to listen to which radio format and match that with your potential customers. 

To get started understanding which OKC radio stations you should advertise your business on, choose which option best describes your desired and/or current customer base:

Which option best describes your ideal customer? Don’t worry if more than one fits the bill. You can always go back and choose another. 

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]





Radio Station Companies in Oklahoma City

iHeartMedia, OKC 

iHeartMedia was previously known as iHeartRadio and before that, it was called Clear Channel Communications. It is the largest radio station owner in the United States, with more than 850 stations throughout the country. The company’s headquarters is in San Antonio, Texas. 

In OKC, they own and operate the following stations:

KXXY, 96.1 

  • Slogan/Branding: KXY

  • Format: Classic Country

  • Primary Demographic: Rural & suburban adults 45+

KJYO, 102.7 

  • Slogan/Branding: KJ103

  • Format: CHR (Contemporary Hits Radio, sometimes called Top 40)

  • Primary Demographic: Females 18-49

KTOK, 1000 AM 

  • Slogan/Branding: NewsTalk 1000 KTOK

  • Format: News Talk

  • Primary Demographic: White men 45+ high income

KBRU, 94.7 

  • Slogan/Branding: The Brew

  • Format: Classic Rock

  • Primary Demographic: Men 35-64

KTST, 101.9 

  • Slogan/Branding: 101.9 The Twister

  • Format: Young Country

  • Primary Demographic: Adults 18-49 with a slight female lean

KGHM, 1340 AM 

  • Slogan/Branding: The Game

  • Format: Sports

  • Primary Demographic: Men 35+ High Income

KBRU-HD2 & K253BV, 94.7HD2 & 98.5 

  • Slogan/Branding: El Patron

  • Format: Regional Mexican

  • Primary Demographic: Hispanic Adults 18+

Cumulus Media

Cumulus Media is the third-largest owner/operator of radio stations in the United States. They are headquartered in Atlanta, Georgia. 

Before Cumulus, this group which includes Rock 100.5 KATT radio and the Sports Animal, was owned by Citadel. 

Cumulus OKC owns and operates these stations:

KATT, 100.5 

  • Slogan/Branding: Rock 1005, the Katt

  • Format: Rock

  • Primary Demographic: Men 18-49

KKWD, 104.9 

  • Slogan/Branding: Wild 104.9

  • Format: Rhythmic CHR

  • Primary Demographic: Females 18-34

WWLS, 98.1 

  • Slogan/Branding: The Sports Animal

  • Format: Sports

  • Primary Demographic: Men 35+ High Income

KYIS, 98.9 

  • Slogan/Branding: KISS FM

  • Format: Hot Adult Contemporary

  • Primary Demographic: Adults 25-44

KQOB, 96.9 

  • Slogan/Branding: Alice 96.9

  • Format: Adult Hits

  • Primary Demographic: Adults 25-54

  • note: KQOB is owned by Champlin Broadcasting but is operated by Cumulus via a lease agreement.

WKY, AM 930 

  • Slogan/Branding: ESPN Deportes

  • Format: Spanish Sports Talk

  • Primary Demographic: Hispanic Men 25+

Tyler Media

Tyler Media is an Oklahoma-owned multimedia company, with radio stations, TV stations, and billboards. It was founded in 1972 by Ralph Tyler, with one radio station, what would become the legendary KEBC (Keepin’ Everybody Country). 

Ralph recently passed away (may he rest in peace) and his sons Ty Tyler and Tony Tyler run the day-to-day operations. 

The company also owns the Telemundo and Univision affiliate television stations in Oklahoma City and Tulsa, as well as the Estrella-TV affiliate in OKC. 

Tyler Media has offices at 5101 S. Shields Blvd and 400 East Britton Road. 

This family-owned company has these radio stations in OKC:

KOMA, 92.5 

  • Slogan/Branding: 92.5 KOMA

  • Format: Classic Hits

  • Primary Demographic: Adults 35+

KMGL, 104.1 

  • Slogan/Branding: Magic 104.1

  • Format: Adult Contemporary

  • Primary Demographic: Women 35-64

KJKE, 93.3 

  • Slogan/Branding: Jake-FM

  • Format: Country

  • Primary Demographic: Adults 25-54

KRXO, 107.7 

  • Slogan/Branding: The Franchise

  • Format: Sports Talk

  • Primary Demographic: Men 35+ High Income

KTUZ, 106.7 

  • Slogan/Branding: 106.7 La Zeta

  • Format: Regional Mexican

  • Primary Demographic: Hispanic Adults 18+

KOMA-HD2, 92.9

  • Slogan/Branding: The Edge

  • Format: Alternative

  • Primary Demographic: Adults 18-34

KOMA-HD3, 103.3

  • Slogan/Branding: V103

  • Format: Urban Oldies

  • Primary Demographic: Adults 35-64

KRXO-HD2, 104.5 

  • Slogan/Branding: Classic Rock 104.5

  • Format: Classic Rock

  • Primary Demographic: Men 35-64

KRXO-HD3, 96.5 

  • Slogan/Branding: 96.5 Exitos

  • Format: Regional Mexican

  • Primary Demographic: Hispanic Adults 18+

KOKC, 1520 AM

  • Slogan/Branding: Talk Radio’s New Generation

  • Format: News Talk

  • Primary Demographic: Men 45+ High Income

Perry Broadcasting

Perry Broadcasting began in 1993 when Russell Perry, owner and publisher of the Black Chronicle newspaper purchased KVSP 1140AM. The company now owns stations in Oklahoma City, Tulsa, and Augusta Georgia. 

Perry Publishing & Broadcasting stations in OKC are: 

KVPS, 103.5 

  • Slogan/Branding: Power 103.5

  • Format: Urban

  • Primary Demographic: Adults 18-34

KRMP, 1140 AM & 92.1 FM 

  • Slogan/Branding: Heart & Soul

  • Format: Urban Adult Contemporary

  • Primary Demographic: Females 35-64

KINB, 105.3

  • Slogan/Branding: CBS Sports Radio

  • Format: Sports

  • Primary Demographic: Men 35+ High Income

Champlin Broadcasting

KNAH-FM, 99.7

  • Slogan/Branding: Hank-FM

  • Format: Classic Country

  • Primary Demographic: Adults 45+

Basics of Radio Advertising

In case you have never purchased radio ads before, I am going to lay out some basics. 

Dayparts and Radio Primetime

For advertising scheduling purposes, the 24-hour day is broken out into five parts, which are referred to, conveniently, as dayparts. They are called, with abbreviation and times:

  • Mornings - AM - 6am to 10am

  • Middays - MD - 10am to 3pm

  • Afternoons - PM - 3pm to 7pm

  • Evenings - EV - 7pm to 12m

  • Overnights - OV - 12m to 6am. 

You might be familiar with the term primetime. It is often used in reference to television, referring to weekday evenings from the dinner hour until the local news starts. In Oklahoma that is 7pm to 10pm. It makes sense that these hours would be considered prime because that is when most people are watching television. 

Radio has a primetime, too. It consists of Monday through Friday, mornings, middays, and afternoons; and, Saturday midday. These are the times that people are most likely to be listening to the radio in their automobile or listening at work. 

Radio spot prices during these times are higher than non-prime times. 

Spot Lengths

Traditionally, radio commercials are sixty-seconds in length. Most radio stations in Oklahoma also offer thirty-second commercials at approximately 70% to 80% of the sixty-second rate. You can also get 15-second and/or 10-second spots at approximately 50% of the 60-second rate. 

Broadcast Clock & Commercial Pods

Each radio station has a broadcast clock. It is an hourly template that repeats throughout the day. You can visualize it as a circle that represents the face of a clock. 

The top-of-the-circle, or as it is often stated, the top-of-the-hour is when there are zero minutes in the hour. As the hour progresses you move to the bottom-of-the circle, or the bottom-of-the-hour when there are 30 minutes in the hour. Then, the clock moves back up toward the top of each hour. 

Radio commercials are scheduled in a group called a break or a pod

In Oklahoma City, most radio stations air between ten and fifteen minutes of radio commercials per hour, split between two or three pods. Talk stations on average air more commercials per hour and have more pods than music stations.

Ratings

Research company Nielsen Audio provides radio listenership data that is considered reliable currency in the radio advertising buying industry. This means that ad agencies and radio stations agree to use Nielsen Audio data for ad placement negotiation. 

The most important ratings metric for radio ad buying is the gross rating point or GRP. One GRP is equal to one percent of the target population. For example, if you are trying to reach adults between the ages of 25 and 54 (which is a popular demographic for advertisers), then one GRP would be 1% of everyone in the market between 25 and 54. 

Ratings are helpful when understanding the relative strength of a station’s audience and the value of a radio spot when there are stations in similar formats competing for your target audience. For example, if you are after men 35+ with high income, then a sports-formatted station would be a great match. But, if you look at the list of OKC radio stations above you will notice that there are a whopping SEVEN sports stations to choose from. Ratings can help you understand the relative value of commercials on each competing station. 

If you go searching on the internet for radio ratings data, be wary of what you find. Nielsen Audio makes very little data public. As a small business owner that is considering buying radio advertising direct from a station, your best bet for getting ratings data is to ask a radio rep for the information that is pertinent to your buy. Most of the OKC radio companies subscribe to in-depth ratings data from Nielsen Audio. 

Digital Streaming

Broadcasting stations streaming online via the internet is as common now as FM radios were twenty years ago. You can listen to your favorite station via the internet no matter the location via apps such as TuneIn Radio and iHeartRadio. 

However, just because a radio station is streaming online, and might draw a significant audience via digital streaming, it doesn’t mean that the ads that you buy on that station will air on the digital streams. 

You will need to clarify with your radio reps that you are getting streaming ads as well as over-the-air ads. 

Pricing

In theory, the price of radio commercials is dictated by supply-and-demand. It works a lot like pricing for airline tickets and hotel rooms. When there is a lot of demand on a particular day or place, the price goes up. When there isn’t demand, in theory, the price should go down. 

In reality, at any one point in time, there are really two prices:

  • The rate card price

  • The floor price

The rate card price is exactly what it sounds like. It is the public (but rarely publicized) rate. It is the upper boundary price. The floor price is the lower boundary. This price is usually set by the station sales manager using yield management principles. The floor price is closely held information. 

It is important to understand that radio advertising salespeople are paid on commission, which can be anywhere from 8% to 15%. It is in their best interest to sell you radio ads at the highest rate possible.  

How to Negotiate the Best Deal on Radio Advertising in Oklahoma City

I have been on the station side of at least a thousand radio advertising agreements. Based on that experience, here are some tips that I would give the small business owner that is considering radio advertising:

Be Upfront About What You Want to Happen

Don’t be afraid to share with your radio reps what you are trying to make happen with your radio advertising. 

Are you trying to sell more of a particular product? Are you trying to sell to a specific kind of customer? If you can’t answer these questions then you should take a step back and spend some time figuring it out. 

I’m just trying to get more people in my store is not a good place from which to start. If you struggle to figure this out then you should call someone like me to help you before you buy any media. 

When you can explain to your radio station sales rep exactly what you are trying to make happen, they can come to the table with ideas and additional assets that you may not have thought of. 

Radio stations are constantly doing promotions and events. Your business might benefit from involvement in such opportunities. 

Don’t Skimp on Creative

The radio station companies will make a radio spot for you. The salesperson will write a script and the production manager will have it produced by station talent. And, the spot will turn out alright. I can personally testify that the station production managers are competent. 

However, if you are going to spend $24,000 or more on a radio campaign, you should get more than alright. Take a small percentage of that budget and have a creative agency build your campaign. 

Look for Low-Cost / High-Value Opportunities

As I mentioned before, radio ad prices are driven by supply-and-demand. Usually, demand is higher for the following:

  • March to May and September to the middle of December

  • The last three weeks of the month

  • Wednesday through Friday

  • Saturday during the midday daypart

This means that you can get good deals on radio ads if you focus on the first two months of the year; the first week of every broadcast month; Sunday, Monday, and Tuesday; and, Saturday morning and afternoon. 

In Conclusion

If you find yourself needing personalized advice and guidance on how to make the best use of radio advertising in OKC, feel free to request a brief meeting with me. Call me @ 405-813-3330.

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Jake Fisher

Jake likes to travel, walk around interesting places, take photos of those places and building SEO-driven lead generation strategy at Bridges Strategies & Digital Marketing.










Rock and Hip Hop Formats for Young Men

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

Radio formats that program aggressive music are usually effective in reaching young male listeners. 

The most aggressive radio formats found nationwide are:

  • Active Rock Radio Format

  • Hip Hop Radio Format

In Oklahoma City, these two formats don’t exist. The closest formats, represented by stations in Oklahoma City are:

  • Mainstream Rock Radio formatted The Brew, KBRU-FM, 94.7, owned by iHeartMedia

  • Rock Radio formatted Rock 100.5, KATT-FM, owned by Cumulus

  • Urban Contemporary Radio formatted Power 103.5, KPWR, owned by Perry Publishing and Broadcasting.

Female-Focused Formats: AC, Hot AC, Urban AC, and CHR

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

Women drive between 70% and 80% of all consumer spending in the United States. Radio stations that deliver female listeners to advertisers have an advantage in generating ad revenue. 

In my experience, there are significantly more agency-driven radio advertising buys that target exclusively women than exclusively men. This drives radio groups to build their roster of radio station formats to cater to women from teenage years to senior citizenship. 

In Oklahoma City, no one radio station group has cornered the market of female listeners. All of the groups have stations that effectively reach female listeners of various age groups. 

Contemporary Hit Radio or CHR

CHR formatted stations are often referred to as top 40 stations. This format plays a tight rotation of current hits, representing popular music of pop-rock, dance, R&B, pop, and hip hop genres.  

This format is the direct descendant of class top 40 radio pioneered by Todd Storz, former owner of KOMA. 

It is common for a high-rotation song to repeat as frequently as 90 minutes to two hours. 

Because of the fleeting nature of popular music, CHR stations don’t have longstanding core artists like older-focused formats. 

CHR stations feature upbeat presentation and young, hip personalities. Some CHR stations even go so far as to subtly speed up the songs 2% to 3% in order to sound faster than their competitors. 

There are variations of the CHR format, including rhythmic CHR, which focuses on dance, R&B, non-rock pop music, and hip hop. 

In Oklahoma City, KJ103, KJYO is a CHR formatted station. It is owned by iHeartMedia. 

Cumulus Media’s Wild 104.9 is a rhythmic CHR station. 

Advertising on a CHR formatted stations can advantageous because they generally have the most total number of listeners. However, the average amount of time for each listening session is shorter than other formats. 

Adult Contemporary Radio or AC

If CHR represents the young end of the female demographic, then Adult Contemporary is the older end. 

AC radio is designed to be unoffensive. It is the modern descendant of soft rock and easy listening. 

Stations in the AC music format avoid music that is abrasive to the average female listener. There is little hard rock, hip hop, and dance music. 

While CHR stations focus exclusively on new music, AC stations play mostly older and established songs and artists, such as Celine Dion, Elton, John, Lionel Richie, Billy Joel, and Whitney Houston. 

Many AC stations also play new adult contemporary music that sounds congruent next to the older hits. To see the new songs that are popular on AC stations, check out Billboard Magazine’s AC chart

In Oklahoma City, Magic 104.1, KMGL is an AC formatted radio station. It is owned by Tyler Media. 

Magic 104.1 features mostly local personalities during the day and the nationally popular Delilah radio program in the evening. 

Advertising on adult contemporary radio stations can be advantageous because the older female demographic has tremendous consumer buying power. However, AC radio often falls to the background, and commercial messages aren’t absorbed because listeners are paying attention to other things. 

Hot Adult Contemporary or Hot AC

With CHR bookending the younger part of the age spectrum and AC on the older end, the Hot AC format is right in the middle. 

Hot AC plays more new hit music than AC but it also avoids overly strident music in the rock and hip hop genres. 

KYIS, 98.9 KISS-FM is a Hot AC formatted station in Oklahoma City. It is owned and operated by Cumulus Media. 

Urban Adult Contemporary

The urban adult contemporary radio format is a variation of AC that plays a mix of classic R&B and contemporary R&B that isn’t overly strident. Generally speaking, urban AC stations don’t play new hip hop. 

In Oklahoma City, KRMP 1130 AM (with a translator at 92.1 FM) is an urban AC station, owned and operated by Perry Publishing and Broadcasting. 

Known as Heart & Soul 92.1 & 1140, this station, like many urban AC stations around the nation, features the syndicated Tom Joyner program in the morning. At night, listeners enjoy the nationally popular Quiet Storm program which plays romantic R&B and smooth jazz. 



Country Radio Stations Are Great For Reaching Young and Old in The Suburbs and Rural Areas

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

The country radio formats are great for reaching a broad range of people, young and old, who live in suburbs and rural areas in the United States. 

While formats like rock, sports radio, and news talk radio skew toward male listeners; and, formats like adult contemporary and contemporary hit radio (CHR) skew more female, country radio listeners tend to be evenly split between men and women. 

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The author with country artist Sarah Darling

Photo taken at Tyler Media.

Country stations tend to be less popular in urban areas and more popular in the suburbs and rural areas. 

Country radio formats listeners can vary in age depending the music eras featured. 

Stations that skew young, playing the most recent country hits, are often referred to as hot country or young country. In Oklahoma City, 101.9 The Twister, KTST and 93,3 Jake-FM, fit this description. 

Country music radio formats that play older country music are often called classic country. The country radio stations in OKC that fit this description are Hank-FM, KNAH and KXXY, 96.1. 

Country Radio Stations in Oklahoma City

93.3 Jake-FM is owned and operated by Tyler Media.

101.9 KTST The Twister and 96.1 KXY is owned and operated by iHeartMedia.

99.7 KNAH Hank-FM is owned and operated by Champlin Broadcasting




Contemporary Hits Radio (CHR Radio Format), Rhythmic CHR, Urban, and Latin Radio Formats

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

For advertisers that need to reach an ethnically diverse group of young adults, the following formats are good choices:

Contemporary Hit Radio or CHR

Contemporary Hit radio, or CHR for short, is sometimes referred to as Top 40 radio. This format plays a tight list of current hit songs usually encompassing various genres, including pop, rock, dance, hip hop, and R&B. 

Songs rotate quickly on CHR stations, sometimes repeating every 90-minutes to 2 hours.  Playlists change quickly, too, with the music whims of young adults. 

CHR stations often have the most overall listeners in a radio market, due to the mass appeal of the music. However, the tight song rotations and a wide variety of genre usually mean that those listeners spend less time listening to the station, per session. 

The CHR format is the descendant of the American top 40 radio format, pioneered by station-owner Todd Storz in the early 1950s. Storz first top 40 station, KOWH-AM, was in Omaha.

At the time, most radio stations were broadcasting a variety of radio programs throughout the day, including various genres of music and talk shows. The programming philosophy was to offer a little bit of something that would please everyone. At one moment you could be listening to a talk show about successful homemaking, and an hour later, you could be hearing chamber music. 

Storz changed all of that with KOWH-AM. He made the programming consistent across the entire day, with local personalities playing a loop of the forty most popular rock and roll songs. 

The success of this first station led to expansion. Eventually, he bought six more radio stations, including KOMA-AM, 1520, in Oklahoma City. 

Todd Storz pioneering top 40 format not only gave us the modern CHR, but it also heavily influenced other formats such as adult contemporary (AC) and Hot AC. 

Advertising on KJYO, known as KJ103 is a CHR station in Oklahoma City. 

KJ103 is owned by iHeartMedia. It has been playing a hit music format since 1983. 

This radio station plays a mix of local programming; such as TJ, Janet, and JRod in the Morning; and, syndicated programming, like On Air with Ryan Seacrest.

Rhythmic Contemporary Hits Radio or Rhythmic CHR

Rhythmic CHR is a variation of the contemporary hits formats. It is sometimes called rhythmic contemporary, CHR/urban, or CHurban. 

This format focuses on hits in the dance, R&B, and hip-hop music genres, and omits rock-oriented hits. 

Advertise on Wild 104.9, an OKC rhythmic CHR radio station in OKC

KKWD, or Wild 104.9, is owned by Cumulus Media. 

The Wild moniker, and rhythmic CHR format, launched in 2000 on 97.9 FM. In 2006, Wild swapped frequencies with the co-owned sports talk station, the Sports Animal. 

Latin Formats

There are 41 million Spanish-speakers in the United States. There are a variety of radio formats that serve these consumers with Latin music and Spanish language spoken programming. 

Formats include:

  • Regional Mexican

  • Spanish Contemporary

  • Spanish Tropical

  • Tejano

  • Spanish Talk

  • Spanish Sports Talk

In Oklahoma City, there are five commercial Latin-formatted radio stations.

La Zeta 106.7 was the first Spanish-language FM station in OKC.

In 2000, Tyler Media founder, Ralph Tyler, made a genius business move. He relocated a radio station that used to serve Clinton, Oklahoma, to Okarche. 

By making this move, the previously small town station now covered the more populous Oklahoma City. 

Upon moving the station, Tyler made another brilliant decision. He noticed that there was a quickly growing Hispanic population on the south side of Oklahoma City, where he lived. He also noticed that there was no FM radio station playing music to serve this population. 

This is how KTUZ-FM, La Zeta, was born as a Regional Mexican formatted radio station. 

Regional Mexican is radio format that plays various sub-genres of Mexican music that are popular in the rural northern part of Mexico. The format is the most popular Latin radio format in the United States. 

KTUZ-FM provides a mix of syndicated and local programming. 

Éxitos 96.5 is a low power FM translator offering the Spanish Oldies format. 

This station, also owned by Tyler Media, plays music that is popular with older adults. 

The existence of this station, and other stations that Tyler Media owns and operates, owes itself to a clever regulatory maneuver deployed by the Tylers. 

Radio companies in Oklahoma City are limited to a maximum of five FM stations and two AM stations by FCC regulations. However, FCC rules allow radio stations to extend the reach of programming that originates from one of their radio stations, using a low-power transmitter known as a translator. 

These translators can rebroadcast programming from a regular FM or AM station; or from an HD Radio stream. 

HD Radio is a digital streaming technology that allows regular analog radio stations to digitally broadcast additional streams of programming on a digital subchannel. It never gained wide acceptance and radio companies have mostly abandoned it. 

With Éxitos 96.5, Tyler Media is originating the programming from the HD3 channel on 107.7 KRXO and then using a translator (with call letters K243BJ) to rebroadcast it on 96.5 FM. 

It is important to remember that translators broadcast at low power and generally don’t have the same geographic coverage as a fully licensed FM radio station. 

The Spanish Oldies format plays a mix of music that was popular in Mexico during 70s, 80s, 90s, and 2000s. 

98.5 El Patron is iHeartMedia’s OKC Regional Mexican Station

Tyler Media isn’t the only OKC radio company to extend their station lineup using the HD Radio + translator. El Patron’s programming originates on KBRU-FM’s (94.7) HD2 digital subchannel and is rebroadcast on a translator at 96.5 FM. 

There are other Spanish stations serving OKC

KZUE-AM 1460, known as La Tremenda, is a Univision Radio affiliate and offer a mix of syndicated and local programming. This station has an FM translator at 97.7 FM serving El Reno. KZUE-AM is owned by La Tremenda Radio Mexico, LLC, represented by Nancy Galván.

WKY-AM 930, ESPN Deportes, is a Spanish Sports formatted station, airing ESPN programming. It is owned by Cumulus Media. 

Urban Format

The urban radio format, sometimes called urban contemporary, features modern R&B and hip hop music. 

Power 103.5, KVSP-FM is OKC’s urban radio station

KVSP-FM is an urban-formatted radio station owned and operated by Perry Publishing and Broadcasting. 

The syndicated Ricky Smiley Morning Show anchors the station’s programming. Local personalities King Coola and Landoo Boomin hold down middays and afternoons. 

Classic Rock, Classic Hits, and Adult Hits Reach Men and Women 35 and Older

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

If your ideal customers are adults over the age of 35 that tend to live in the suburbs, then radio formats that are slightly rock-leaning, and play almost exclusively long-established hit songs, are a good choice. 

There are three formats in Oklahoma City that fit that bill. They are:

  • Classic Rock

  • Classic Hits

  • Adult Hits

Jake-Fisher-with-fan-KRXO.png

The author with a fan at a KRXO remote in the late 90s.

Classic Rock Radio Format

The classic rock radio format, as we know it, was launched in the mid-80s, by Fred Jacobs, on an AM station in Dallas, Texas. It was a variation of the then-popular Album Oriented Rock, or AOR, format, which, KATT-FM 100.5 offered in OKC at the time. 

This format was launched to serve aging baby-boomer rock fans that were turned off by more strident modern rock. 

In 1987, KRXO-FM at 107.7 FM switched to Jacob’s new classic rock format. It remained a classic rock station until July of 2013 when station owner, Tyler Media, moved the classic rock format to an HD/translator combo at 104.5 FM and made KRXO a sports talk station using the moniker, The Franchise

During KRXO’s classic rock run in OKC, from 1987 to 2013, it was a ratings and financial success under program directors, Dan Balla, Jeff Couch, and Buddy Wiley. Popular personalities on the station included Mark Shannon, Greg “Eggman” Moore, Ron “Spinozi” Benton, Lisa Mirick, David Kelso, Matt Garrett, and Lee Roberts. 

Classic rock radio stations play familiar rock songs that usually cover a generational band ranging from as early as the early 1970s to the 2000s. Some classic rock stations lean older, some younger, and some attempt to play a broad generational variety. 

On the older end of the format, core artists often include Led Zeppelin and Lynyrd Skynyrd. The younger end of the format’s music mix often includes artists such as Pearl Jam, Nirvana, and Guns and Roses. 

Classic Hits Radio Format

The Classic Hits format can alternately be described as a lighter version of the Classic Rock format, and/or the natural successor to the Oldies format, which played the hits of the 1950s & 1960s. 

The music selection focuses on hits, beginning in the late 1970s or early 1980s, through the 90s and sometimes beyond. Tonally, this format avoids strident rock music that you might hear on an album oriented rock (AOR) station. 

Many Classic Hits stations, including KOMA in Oklahoma City, were Oldies-formatted before migrating to their current format. As Oldies listeners aged out of the most desirable advertiser demographics, Oldies stations lost ratings. In order to regain listenership levels, they adjusted by adding new music, in order to attract a younger listener. 

Classic Hits-formatted radio stations often share listeners with Classic Rock and Hot AC stations. 

WCBS-FM, in New York, is one of the most listened-to Classic Hits-formatted stations in the United States. 

Adult Hits Radio Format

The Adult Hits format, in its current form, is relatively new. 

Adult Hits-formatted station play a broad mix of popular songs that you might also hear on Classic Rock, Classic Hits, Hot AC, AC, and even Oldies stations. Music decades can run from the late-1960s through 2010. 

This format usually employs a large library of songs in a way that no single song repeats frequently. It is common for the average song rotation on an Adult Hits station to be longer than 24 hours. 

It is common for stations in this format to brand themselves with a person’s name, such as Jack-FM or Bob-FM; and use a slogan like “We Play What We Want!” 

Classic Rock, Classic Hits, and Adult Hits Stations Serving Oklahoma City

The aforementioned Classic Rock-formatted 104.5, now owned by Tyler Media, continues the legacy of 107.7 KRXO, The Classic Rock Station, albeit on a weaker signal. 

KQOB, Alice-FM is an Adult Hits-formatted radio station, owned by Champlin Broadcasting, and leased to Cumulus Media for operation. 

KOMA-FM, 92.5 is a Classic Hits-formatted radio station, owned by Tyler Media. Like many Classic Hits radio stations, KOMA was an Oldies-formatted station before transitioning to Classic Hits. 




News Talk and Sports Talk Radio Formats

[Please keep in mind that when we are talking about large groups of people, there are many counter-examples. Not every member of every demographic group listens to the same kind of music and radio programming. Descriptions of demographic groups should never be used as the basis for stereotyping.]

News Talk and Sports Talk radio formats are great for reaching men that are 35 years old and older, that earn an above average income, and are usually business decision makers.

If your business sells your product or service in a B2B context then these two talk formats are a good choice.

Talk radio formats have an advantage over music formatted stations, such as adult contemporary and Top 40, in that radio listeners are much more likely to remain on the station through a commercial break, due to the narrative nature of the program. On a talk format, your radio commercial is more likely to be heard in its entirety.

Photo courtesy of Michael Dean, taken at the 2002 Cotton Bowl. From left-to-right starting at the top, Jeff Couch, Michael Dean, Terry McLemore, Ron Benton, Bob Barry, Sr., Keith Jackson, Merv Johnson, and author Jake Fisher.

Photo courtesy of Michael Dean, taken at the 2002 Cotton Bowl. From left-to-right starting at the top, Jeff Couch, Michael Dean, Terry McLemore, Ron Benton, Bob Barry, Sr., Keith Jackson, Merv Johnson, and author Jake Fisher.

There are often radio advertising opportunities on talk formats that aren’t available on music formatted stations. Many news talk personalities are open to doing product endorsements and other kinds of personalized promotions. Also, talk stations often will sell block programming during off-peak hours such as Saturday mornings. If you ever wanted to host your own talk show, you might be able to do it on one of OKC’s talk stations. In fact, KTLR, sells most of their broadcast day as paid programming.

A disadvantage is that talk stations are more likely to run more commercials per hour than music stations. During syndicated shows, like those on ESPN radio, not only does the local station play local ads, but the syndicator plays national ads, too. It all adds up to a lot of commercials.

Advertise on News Talk Radio Stations

The news talk radio format is the most listened to radio format in the United States, in 2018, according to Nielsen Audio.

Usually, stations within this format feature talk shows with intermittent news programming.

While in some markets, there are straight-forward news stations, that don’t feature editorial or opinion-oriented programming, there is not such a station in Oklahoma City.

The talk radio landscape is dominated, nationwide in the United States, by politically-oriented radio programs presented by show hosts such as Rush Limbaugh, Sean Hannity, and Glenn Beck.

In Oklahoma City, those three hosts are found on iHeartMedia’s KTOK at AM 1000.

News talk stations in Oklahoma City are:

  • KTOK - AM 1000, iHeartMedia

  • KOKC - AM 1520 & FM 95.3 FM, Tyler Media

  • KTLR - AM 890 & 103.7 FM, WPA Radio

While KTOK features the big three national hosts, Limbaugh, Hannity, and Beck; KOKC, owned by Tyler Media, presents mostly local programming. Hosts include long-time OKC radio personality, Jack Elliott and former political operative, Chad Alexander.

KTLR, owned and operated by WPA radio, and co-located with Tyler Media, sells most of their broadcast day as paid programming.

Advertise on Sports Talk Radio

The Sports Talk radio format is super-popular in Oklahoma City.

There are seven sports stations in the OKC market!

The Sports Animal

The OG sports radio station in OKC is WWLS. Those call letters were earlier on AM 640 (now KWPN), and pioneered the sports talk radio format in the mid-1990s from the station transmitter on Indian Hills Road in Norman.

Now the station sports talk hosts include former MLB player Jim Traber, broadcast Hall of Famer Al Eschbach, and former OU and Chicago Bear football player, Dusty Dvoracek.

The Sports Animal is the flagship station of the OKC Thunder radio network.

WWLS is owned and operated by Cumulus Media.

The Franchise

In 2013, Tyler Media ceased broadcasting classic rock on 107.7 and launched a sports talk format known as The Franchise.

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The author hamming it up with Sam Mayes of KRXO 107.7, The Franchise

Current talk show hosts include Mike Steely (formerly of the Sports Animal); former OU football players Gabe Ikard and Kelly Gregg; and, former Oklahoma State football player, Sam Mayes.

The Franchise is the flagship station of University of Oklahoma sports.

Other Sports Stations in the OKC Market

In addition to the Sports Animal and The Franchise, there are other stations in the sports format. They include:

  • AM 1560 - KEBC - The Franchise 2, which plays national NBS Sports Radio programming and spillover from The Franchise. Owned by Tyler Media.

  • AM 1400 - KREF- hyper-local sports talk in Norman. Owned by Metro Radio Group, a Norman-based ownership group, which as of 2015, includes Randy Laffoon and longtime program director, Casey Vinyard.

  • AM 1340 - KGHM - The Game, which features programming for Fox Sports Radio (based in Los Angeles). Owned by iHeartMedia.

  • AM 640 - KWPN - ESPN Radio. Owned by Cumulus Media.

  • FM 105.3 - KINB - CBS Sports Radio. Owned by Perry Media Group.