Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 31 October 2026
Sacramento
A state capital with a strong news talk audience, the first NBA team with no local radio partner, and a Spanish side that reaches a large part of the Valley. Berk Marketing buys Sacramento for advertisers and represents no station in it.
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Short answer. Sacramento leans on news talk. News 93.1 KFBK is the leading news talk station, and Talk 650 KSTE has carried the Athletics since their move to West Sacramento. In September 2026 the Kings ended their long radio partnership with Sactown Sports 1140 and moved their broadcasts in house, so no local station carries them. Sactown Sports keeps the 49ers. There is no commercial all-news station. On the music side 96.9 The Eagle, Mix 96, New Country 105.1, V101.1, 106.5 The End and 98 Rock are the big signals, and Fuego 101.9 and La Ranchera lead the Spanish side. The practical entry point is about five thousand dollars a week.
Station by station
The commercial stations most Sacramento plans start from. Formats and owners as of October 2026.
| Station | Dial | Branding | Format | Owner |
|---|---|---|---|---|
| KFBK-AM | 1530 AM / 93.1 FM | News 93.1 KFBK | News Talk | iHeartMedia |
| KSTE-AM | 650 AM | Talk 650 KSTE | Talk | iHeartMedia |
| KHTK-AM | 1140 AM | Sactown Sports 1140 | Sports | Bonneville |
| KIFM-AM | 1320 AM | ESPN 1320 | Sports | Audacy |
| KSEG-FM | 96.9 FM | 96.9 The Eagle | Classic Rock | Audacy |
| KYMX-FM | 96.1 FM | Mix 96 | AC | Bonneville |
| KNCI-FM | 105.1 FM | New Country 105.1 | Country | Bonneville |
| KHYL-FM | 101.1 FM | V101.1 | Rhythmic AC | iHeartMedia |
| KUDL-FM | 106.5 FM | 106.5 The End | CHR | Audacy |
| KRXQ-FM | 98.5 FM | 98 Rock | Rock | Audacy |
| KHHM-FM | 101.9 FM | Fuego 101.9 | Spanish Rhythmic | Entravision |
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 Sacramento listens
The Kings left local radio. In September 2026 the Kings ended a partnership with Sactown Sports 1140 that had lasted more than three decades and moved their games to their own audio service. No local station carries the Kings, so a schedule built around Kings broadcasts is no longer possible on Sacramento radio. Sactown Sports keeps the 49ers, and Talk 650 KSTE has the Athletics.
KFBK is the spoken word anchor. As the state capital, Sacramento has a large audience for government and public affairs, and News 93.1 KFBK is the news talk leader. For a considered purchase it gets more across in fewer spots than any music station.
The Valley is wide and flat. FM signals cover the Central Valley well, and Stockton, Modesto and the Bay Area are rated as separate markets. Some commuters drive toward the Bay Area, so a business with customers along I-80 should plan for where they actually live.
The listener is following a story or a game, so fewer commercials a day do the job. In Sacramento that means KFBK for news and talk, and Sactown Sports 1140 or Talk 650 KSTE depending on the team.
The listener is half attending, so the message needs repeating, which means weight on one station rather than money spread across four. The Eagle, Mix 96, New Country 105.1 and V101.1 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 KFBK, KSTE and V101.1, Audacy has The Eagle, The End, 98 Rock and ESPN 1320, Bonneville holds Sactown Sports, Mix 96 and New Country 105.1, and Entravision and Lotus lead the Spanish side. 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 Sacramento 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 Sacramento 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 Sacramento 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, KFBK bought properly usually does more than a music station. For a broad consumer offer, one music station with enough weight beats several bought lightly.
No. In September 2026 the Kings ended their partnership with Sactown Sports 1140 and moved their broadcasts to their own audio service, so no local station carries them.
The Athletics have aired on Talk 650 KSTE since their move to West Sacramento.
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 Sacramento 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 Sacramento 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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