Cumulus Media's Country "99.5 The Wolf" KPLX has long been a cornerstone of Dallas-Fort Worth radio, leveraging Texas-rooted programming, consistent music research, and high-profile promotions to maintain top-market status.
However, the November 2025 PPM ratings (October 16–November 12) reveal a rare dip, dropping from 5.4 to 5.1 share (12+ AQH, Mon-Sun 6A-Midnight)—a 0.3 decline that shifted it from #1 to #2 behind Cumulus Sports "The Ticket" KTCK (up 5.3 to 6.4).
This analysis dissects KPLX's trajectory, key drivers of past success, factors behind the November slip, and forward outlook in the #4 U.S. market (7.6M population).
Historical Performance: A Track Record of Resilience and PeaksKPLX's ratings have shown volatility but overall upward momentum through 2025, underscoring its format strength in a competitive landscape:
Core Drivers of Success:
What Has Fueled KPLX's Reign
KPLX's formula—branded as "Texas Country"—blends heritage, currency, and localism, resonating in a market where Country claims ~20% format share:
- Music Strategy: Balanced, Research-Driven MixCore rotation: 50/50 current hits (Morgan Wallen, Luke Combs, Zach Bryan) and Texas icons (George Strait, Blake Shelton). PD credits "steadfast consistency" via callout research, avoiding over-reaction to trends.
- Impact: During July 2025 Strait-a-thon, topped all metrics for persons and women 25-54, boosting seasonal loyalty.
- Programming and Talent: "In The Moment" EngagementLineup: Wake Up with the Wolf (Tara & Ryan Fox, mornings); Smokey Rivers (middays); Jason Pullman (afternoons). Emphasis on real-time Texas topics (e.g., Cowboys, weather, holidays) fosters "moment" connection.
- Nielsen Methodology Boost: January 2025's 3-minute qualifier (vs. prior 5-min) inflated AM/FM listening 10–19% market-wide, benefiting sticky formats like Country during commutes. KPLX saw amplified gains in 25-54 demos.
November 2025 Dip: Contextual Factors and Market Pressures:
The 5.1 share—still robust (top 5 historically)—marks KPLX's first non-#1 since early 2025, amid:
- Competitor Surge: KTCK's +1.1 to 6.4 rode post-election sports talk and Cowboys offseason hype; sister KSCS (+0.4 to 5.0) split Country listeners.
- Seasonal Noise: Early holiday AC (e.g., iHeart's KDGE down slightly to 4.8 but streaming strong) and post-Halloween tuning shifts diverted casuals. November's period overlapped election wrap-up, favoring news/sports.
- Internal Volatility: October's 5.4 was a "swing" recovery from September's 4.7; November's drop aligns with pre-holiday promo lulls.
- Broader Trends: Country's market share held ~15–18%, but streaming/podcasts eroded 5–7% of 18-34 cume, per Nielsen aggregates.