KBPA-FM and KFMK-FM Overviews
KBPA-FM is an adult hits music radio station that targets males in their 40s and KFMK-FM is an adult contemporary Christian music radio station that targets women between the ages of 35 and 54. Additional details for these stations are below.
- KBPA-FM is owned by Waterloo Media, which is owned by Sinclair Telecable, and is referred to as 103.5 BOB FM.
- Until recently, the station was owned by Emmis Communications; however, Emmis sold its 50.1% stake in various Austin radio stations to Sinclair Telecable (which is not the same as Sinclair Broadcasting) in June 2019.
- KBPA 103.5 BOB FM plays adult hits, including songs like "How's It Going To Be" by Third Eye Blind, "Celebration" by Kool & The Gang, "Beast of Burden" by Rolling Stones, "You Can Call Me Al" by Paul Simon, and more.
- Waterloo Media also owns KGSR 97.1 Austin City Limits Radio, KROX 101x FM, La Z 107.1, KLBJ 590 AM 99.7 FM News Radio, KLBJ 93.7 The Rock of Austin, Latino 102.7, and STAR 93.3.
- According to KBPA's parent company, Waterloo Media, the radio receives "almost a half a million listeners each week."
- As such, it is assumed that the station's cumulative audience is about 500,000.
- KBPA's primary audience is a "busy, 40 year-old, with a full time job, home, and family."
- The age group with the most KBPA listeners is the 25-54-year-old age bracket.
- Male listeners out-number female listeners 53.4% to 46.6%.
- Listeners have a mid-to-upper income and at least a college degree.
- KBPA does not publish its advertising rates and advises interested parties to contact the station at 512-832-4000 or email@example.com.
- Likewise, the station's parent company, Waterloo Media, requires interested parties to contact the advertising department by filling out a form. There are no rates published on the parent company's website.
- The parent company for Waterloo Media, Sinclair Telecable, does not currently have an operational website.
- KFMK-FM is owned by CRISTA Media and is referred to as Spirit 105.9.
- KFMK Spirit 105.9 plays adult contemporary Christian music.
- CRISTA Media also owns KWPZ Praise 106.5 in Bellingham, Washington and KCMS Spirit 105.3 and KCIS 630 in Seattle, Washington.
- According to KFMK-FM's parent company, CRISTA Media, the radio station's weekly cumulative audience is 135,000.
- This data was obtained through Nielsen ratings and encompasses the radio station's audience between 6:00 a.m. and 7:00 p.m., Monday through Friday.
- KFMK's primary audience is women between the ages of 35-54.
- Female listeners only slightly out-number male listeners.
- The age group with the most listeners is the 35-44 age bracket, but the 45-54 age group also boasts a high number of listeners.
- The 55-64 age group has the third-most listeners, followed by the 25-34 bracket. The 65+ age group has slightly more listeners than the 18-24 age group.
- KFMK does not publish its advertising rates and advises interested parties to contact the station at 512-329-4400 or firstname.lastname@example.org to discuss advertising on the station.
- Likewise, the station's parent company, CRISTA Media, requires interested parties to contact the advertising department by filling out a form. There are no rates published on the parent company's website.
All requested information on KBPA-FM and KFMK-FM was readily available except advertising rates. In an attempt to find advertising rates for both companies, we started with the stations' individual websites. While we easily found the advertising pages for both stations, there was no information on rates. Both stations requested that parties interested in advertising on air or on their websites contact them by phone or email. We turned to the parent companies for both stations to see if they published advertising rates either collectively for all stations or individually for each station. Unfortunately, we found that neither parent company published any rates for advertising on their websites. Again, we were directed to contact the companies directly through web forms. We also tried to find media kits for each station or for each parent company, but there were no such kits available. For CRISTA Media, we were able to find the advertising requirements in terms of size and color for its digital assets, but there was nothing for the radio stations it owns.
Following this, we attempted to find third-party sources that reveal the advertising rates for these two stations. We found sources such as Gaebler and Thalamus, but neither one provided actual advertising rates. Gaebler stated that the estimated radio advertising rate in Austin is $84.00, but that "individual radio station rates are not readily available." The source did not say what the $84.00 rate encompasses. The Thalamus source indicated in all cases that the stations had to be contacted directly for advertising rates.
Finally, we turned to annual reports to see if we could find the advertising rates for the parent companies, and while we were able to locate the annual report for CRISTA Media, the only references to advertising were for the company's advertising expenses and revenues. We had the idea that we might be able to triangulate rates by using the company's revenues, but there was no way to determine how many advertisements had been sold during 2018 to allow for a reasonable estimate. There was no annual report available for Sinclair Communications. Due to the lack of publicly available information on advertising rates for either station, we have determined the stations must be contacted directly to receive these rates.