Austin, TX (Travis County) Radio Station Research

Part
01
of two
Part
01

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

Overview

Cumulative Audience

  • 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.

Demographic Description

Advertising Rates

KFMK-FM

Overview

Cumulative Audience

  • 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.

Demographic Description

Advertising Rates

Research Strategy

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.
Part
02
of two
Part
02

KHFI-FM and KVET-FM Overviews

KHFI-FM and KVET-FM are both owned by iHeartMedia Inc. and play Top 40 and country songs respectively. More information on each station, as well as the methodology used for this research, are available below.

KHFI-FM

  • KHFI-FM, also known as Kiss FM 96.7, is currently owned by iHeartMedia Inc. and mainly plays Top 40 (pop contemporary hits) songs. As of November 2019, they have a rating of 5.7 according to a report by Nielsen Audio.
  • KHFI-FM has a target audience of people in the age range of 18-34 but they boast that their music has "mass appeal."
  • KHFI-FM's weekly cumulative audience based on the Nielsen Audio PPM ratings in July 2019 is 369,900.
  • The advertising rate for KHFI-FM is not publicly available and advertisers are advised to contact iHeartMedia at 1-844-289-7234 or by completing the form on their advertising page to advertise with the station.

KVET-FM

  • KVET-FM, also known as 98.1 K-VET, is currently owned by iHeartMedia Inc. and mainly plays music in the country format. As of November 2019, they have a rating of 5.3 according to a report by Nielsen Audio.
  • KVET-FM's weekly cumulative audience based on the Nielsen Audio PPM ratings in July 2019 is 316,800.
  • The advertising rate for KVET-FM is not publicly available and advertisers are advised to contact iHeartMedia at 1-844-289-7234 or by completing the form on their advertising page to advertise with the station.

Other Helpful Findings:

Research Strategy:

We were able to find most information about KHFI-FM and KVET-FM through their respective official websites and radio information databases. However, insufficient information was gathered to provide a robust overview of the demographic for both stations and their advertising rates.

Our first strategy was to look through the stations' official websites as well as their parent company's. We looked for media kits and advertising information to gather insights on the demographics of the two stations. Both websites had a dedicated advertising information page, however, they held information for iHeartMedia as a whole and advertising rates seem to be available only upon contact. We also looked through radio databases and information sites for information on the demographic description and advertising rates of KHFI-FM and KVET-FM. We searched through relevant and credible sites such as Radio Locator and Muck Rack. We looked for industry reports that may reveal relevant information. We were able to find that the target audience of KHFI-FM are those in the age range of 18-34 and found a Nielsen report that included information on the demographics of radio listeners in Austin, Texas but none for the specific stations. We were also able to find that the estimated rate for radio ads is about US$84, however, individual radio station rates were not available. A similar target demographic for KVET-FM was not found and as such, insufficient insight was gathered from this strategy. Therefore, we moved on to our next strategy.

For our second attempt, we looked for news and media articles from credible sites related to KHFI-FM and KVET-FM. This is so that we can gather sufficient insights with which we may be able to make reasonable assumptions on the demographics of the station's target audience. Expected results from this search include accolades that the stations may have received from industry-relevant organizations. We were able to find an article that talks about the passing of the former owner of KHFI-FM but no relevant information was found through this search.

As a final attempt, we looked through the annual reports filed for these stations. As the KHFI-FM and KVET-FM are both owned by iHeartMedia Inc., we looked through the investor relations page of the parent company for the reports for these specific stations. No individual reports seem to exist for these two stations therefore we opted to look through the quarterly report of iHeartMedia for the third quarter of 2019 as well as its annual report for 2018 for any relevant insights. We were able to find that iHeartMedia owns 848 domestic radio stations in over 160 US markets, 45 of which in the Top 50 markets and 82 in the Top 100. We were also able to find that iHeartMedia adjusts their advertising rates according to their individual stations so that each station can compete effectively in their respective local markets, however, not enough information was available to triangulate for these rates and no information on the stations' demographics could be found in the reports.
Sources
Sources

From Part 01
From Part 02
Quotes
  • "KHFI (96.7 FM) "Kiss FM Austin's #1 Hit Music Station" is a 100,000-watt pop contemporary hits radio station. We target people ages 18-34; however, our music has mass appeal."
Quotes
  • "KHFI-FM (known as "96-7 KISS-FM") is an Austin, Texas radio station playing Top 40 (CHR) and licensed to Georgetown, Texas. Owned by iHeartMedia, Inc. (formerly Clear Channel Communications until September 2014), it broadcasts with an ERP of 100,000 Watts from a transmitter site near West Lake Hills, Texas."