Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 31 October 2026
Austin
A fast growing market where Texas Longhorns athletics is the biggest local sports property, a locally owned group holds much of the dial, and a heritage frequency just changed hands. Berk Marketing buys Austin for advertisers and represents no station in it.
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Short answer. Austin is a growth market with one dominant sports story, the Texas Longhorns. NewsRadio KLBJ 590 is the news talk leader, Talk 1370 is the other talk option, and AM 1300 The Zone is the sports station built around Texas athletics. There is no commercial all-news station. On the music side Bob FM 103.5, Majic 95.5, 93.7 KLBJ, KASE 100.7, 98.1 K-VET and Mix 94.7 are the big English signals, and La Z 107.1, Que Buena 104.3 and Poder 93.3 lead the Spanish side. The metro keeps spreading along I-35. The practical entry point is about five thousand dollars a week.
Station by station
The commercial stations most Austin plans start from. Formats and owners as of October 2026.
| Station | Dial | Branding | Format | Owner |
|---|---|---|---|---|
| KLBJ-AM | 590 AM | NewsRadio KLBJ | News Talk | Waterloo Media |
| KJCE-AM | 1370 AM | Talk 1370 | Talk | Audacy |
| KVET-AM | 1300 AM | AM 1300 The Zone | Sports | iHeartMedia |
| KBPA-FM | 103.5 FM | 103.5 Bob FM | Adult Hits | Waterloo Media |
| KKMJ-FM | 95.5 FM | Majic 95.5 | AC | Audacy |
| KLBJ-FM | 93.7 FM | 93.7 KLBJ | Classic Rock | Waterloo Media |
| KASE-FM | 100.7 FM | KASE 100.7 | Country | iHeartMedia |
| KVET-FM | 98.1 FM | 98.1 K-VET | Country | iHeartMedia |
| KAMX-FM | 94.7 FM | Mix 94.7 | Hot AC | Audacy |
| KLZT-FM | 107.1 FM | La Z 107.1 | Regional Mexican | Waterloo Media |
| KLQB-FM | 104.3 FM | Que Buena 104.3 | Regional Mexican | TelevisaUnivision |
Stations change formats and owners often, so we confirm every station against the current Nielsen book before a proposal goes out. A plan built for you shows the current audience for each station on it. Our top 100 markets page lists every market we buy.
How Austin listens
Longhorns athletics drive sports radio. Austin has one major league team, Austin FC, but Texas athletics is by far the largest local sports property. AM 1300 The Zone is built around Longhorns coverage, and football Saturdays in the fall carry some of the most valuable inventory in the market.
Waterloo Media holds a lot of the dial. NewsRadio KLBJ, 93.7 KLBJ, Bob FM and La Z 107.1 belong to Waterloo, a locally owned group. In 2026 Waterloo sold 93.3 to Norsan Media, which relaunched it in September as Poder 93.3, Regional Mexican, and the old KGSR style of music moved to an HD channel. The dial is moving, and we confirm each station before a proposal.
The market grows along I-35. Round Rock, Georgetown, San Marcos and the eastern suburbs keep adding people, and I-35 congestion makes drive time valuable. A schedule built for the city alone can miss where the growth is.
The listener is following a story or a game, so fewer commercials a day do the job. In Austin that means NewsRadio KLBJ for news, and AM 1300 The Zone for sports.
The listener is half attending, so the message needs repeating, which means weight on one station rather than money spread across four. Bob FM, Majic 95.5, 93.7 KLBJ and KASE 100.7 each reach a large habitual audience bought for frequency.
Why format decides frequency, in full, is on the local radio advertising page.
Money
Waterloo Media owns NewsRadio KLBJ, 93.7 KLBJ, Bob FM and La Z, iHeartMedia has The Zone, KASE 100.7 and K-VET, Audacy holds Talk 1370, Majic 95.5 and Mix 94.7, and TelevisaUnivision has Que Buena. Each group prices its stations as a package built for its own inventory. We buy the station, negotiate each group against the others, and take remnant inventory where it exists.
The practical entry point for a terrestrial campaign here is about five thousand dollars a week, the same floor as every market we buy, and it needs to run long enough to build frequency rather than a week or two to see what happens. What sets the rate, what moves it and how remnant inventory changes the arithmetic is covered on the radio advertising costs page.
Berk Marketing represents advertisers and holds no Austin inventory. We go to the stations and the groups for availability and price, negotiate each against the others, write and produce the commercial in house, place the schedule and track what it returns by station. Where a station has unsold airtime, we buy it as remnant, typically 40 to 60% below the published rate card, and you are refunded or credited for any spot that does not run.
Fit
Worth knowing first
We work with advertisers who have not already been in contact with a radio station’s sales rep. We are not in the business of taking clients away from stations, and once an advertiser has been quoted directly, our ability to bring remnant pricing on that station is compromised.
The consequence lands on you rather than on us. If Austin is on your list and you have not spoken to anyone yet, that is exactly when this is worth a call.
We will run a competitive monitoring report at no charge and with no obligation. It shows which Austin stations your competitors are on, at what times of day, how many spots, and it includes the actual audio of their commercials.
In many cases nothing shows up at all, and that is worth knowing too.
Get the ReportQuestions
For a considered purchase, NewsRadio KLBJ or The Zone bought properly usually does more than a music station. For a broad consumer offer, one music station with enough weight beats several bought lightly.
In 2026 Waterloo Media sold the 93.3 signal to Norsan Media, which relaunched it as Poder 93.3, a Regional Mexican station. The KGSR style of music continues on an HD channel.
Most major signals cover the I-35 corridor, though the edges vary. San Antonio signals also reach the southern end around New Braunfels and San Marcos.
Plan on about five thousand dollars a week as the practical entry point for a terrestrial schedule, run long enough to build frequency. The rate on any one Austin station depends on daypart, season and how much inventory is unsold, and remnant airtime can bring it down considerably. What sets a rate is covered on our radio advertising costs page.
No. Berk Marketing represents advertisers and holds no inventory on any Austin station. We negotiate with every group on your behalf and are paid to get the schedule right for you, not to fill a station’s airtime.
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Berk Marketing represents advertisers, not radio stations or media companies.
