Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 31 October 2026
Orlando
A tourism market with a resident audience underneath, one sports station that carries the Magic and UCF, and a large Puerto Rican and Caribbean community with stations of its own. Berk Marketing buys Orlando for advertisers and represents no station in it.
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Short answer. Orlando sells to residents and visitors at once. WDBO on 107.3 FM and 580 AM is the news talk leader, NewsRadio WFLA Orlando is the other news talk option, and Real Radio 104.1 is personality talk. 96.9 The Game carries the Orlando Magic and UCF, with UCF staying there through 2035. There is no all-news station. On the music side Magic 107.7, Sunny 105.9, 98.9 WMMO, Star 94.5, K92.3 and XL106.7 are the big signals, and Rumba 100.3, El Zol 95.3 and the bilingual Hits 96.5 reach the Hispanic audience. The practical entry point is about five thousand dollars a week.
Station by station
The commercial stations most Orlando plans start from. Formats and owners as of October 2026.
| Station | Dial | Branding | Format | Owner |
|---|---|---|---|---|
| WDBO | 580 AM / 107.3 FM | WDBO | News Talk | Cox Media Group |
| WFLF-AM | 540 AM | NewsRadio WFLA Orlando | News Talk | iHeartMedia |
| WTKS-FM | 104.1 FM | Real Radio 104.1 | Talk | iHeartMedia |
| WYGM | 96.9 FM / 740 AM | 96.9 The Game | Sports | iHeartMedia |
| WMGF-FM | 107.7 FM | Magic 107.7 | AC | iHeartMedia |
| WOCL-FM | 105.9 FM | Sunny 105.9 | Classic Hits | Audacy |
| WMMO-FM | 98.9 FM | 98.9 WMMO | Classic Rock | Cox Media Group |
| WCFB-FM | 94.5 FM | Star 94.5 | Adult R&B | Cox Media Group |
| WWKA-FM | 92.3 FM | K92.3 | Country | Cox Media Group |
| WXXL-FM | 106.7 FM | XL106.7 | CHR | iHeartMedia |
| WRUM-FM | 100.3 FM | Rumba 100.3 | Spanish Tropical | iHeartMedia |
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 Orlando listens
The Game carries the Magic and UCF. 96.9 The Game is the Orlando Magic flagship and the home of UCF football, basketball and baseball under an extension through the 2034 to 2035 season. That makes it the clear sports buy for most of the year.
Visitors listen too, but residents decide. Theme parks and conventions bring a large visitor audience, and some offers are built for it. For most local businesses, though, the customer lives in Orange, Seminole, Osceola or Lake County, and the schedule should follow the commute along I-4 rather than the tourist calendar.
Tropical and bilingual stations matter. A large Puerto Rican and Caribbean community has made tropical and bilingual formats, such as Rumba 100.3 and Hits 96.5, a real part of the market. For an offer that can be answered in Spanish, they belong in the plan.
The listener is following a story or a game, so fewer commercials a day do the job. In Orlando that means WDBO for news and talk, and 96.9 The Game for sports.
The listener is half attending, so the message needs repeating, which means weight on one station rather than money spread across four. Magic 107.7, Sunny 105.9, WMMO and K92.3 each reach a large habitual audience bought for frequency.
Why format decides frequency, in full, is on the local radio advertising page.
Money
iHeartMedia owns The Game, NewsRadio WFLA Orlando, Real Radio, Magic 107.7, XL106.7 and Rumba, Cox Media Group has WDBO, WMMO, Star 94.5, K92.3 and Hits 96.5, and Audacy holds Sunny 105.9. 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 Orlando 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 Orlando 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 Orlando 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, WDBO or The Game bought properly usually does more than a music station. For a broad consumer offer, one music station with enough weight beats several bought lightly.
Both are on 96.9 The Game and 740 AM. UCF is staying there through the 2034 to 2035 season.
Yes, visitors hear Orlando radio in rental cars and hotels, but they are a moving audience. Most local plans are built around residents, with visitor offers added only when they fit.
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 Orlando 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 Orlando 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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