Waco Radio: Shooter Aims For WACO 100

Different tastes between male and female Waco Country radio listeners shaped the fall Nielsen ratings book, boosting country KRMX 9.2.9 FM ShooterFM over rival WACO 99.9 FM WACO 100) in a younger adult demographic, though WACO regained its No. 1 status among listeners 12 and older, tying Classic Hits KBGO 95.7 FM.

Both WACO and KBGO pulled a 9.6 share in the fall 2015 ratings book with regional Mexican KWOW-FM (104.1, La Ley) next with a 7.0 share.

Pop hits KWTX-FM 97 FM followed with a 6.1 share, then KRMX-FM, Urban KWBT-FM 94.5, The Beat and Top40  KWPW 107.9 FM Power 108 3.9; KBRQ 102.5 FM The Bear 3.5; and Rhythmic KHBT 104.9FM 2.6.

KRMX 92.9 FM (50 Kw)

ShooterFM, according to the Waco Tribune, hit paydirt in the adults 15-54 demographic, besting WACO, thanks in part to sizable male listenership. “We finally got to where we wanted to be,” said Gary Moss, owner of M & M Broadcasters, parent company of KRMX, KBHT, KRZI and KLRK.

At the same time, WACO showed a considerable bump in listenership among women 18-34. Zach Owens, iHeartMedia regional programming director and co-host with Jim Cody of WACO’s morning show, thought the country stations’ programming might have led to the gender divide, with WACO playing more Nashville stars such as Luke Bryan, Blake Shelton and Sam Hunt and KRMX going for a traditional and rock-flavored sound that characterizes much of Texas and Red Dirt country.

WACO 99.9 FM (90 Kw)