Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 31 October 2026
San Antonio
A majority Hispanic market where Spanish and bilingual radio are part of the core buy, a news talk AM that carries the Spurs, and two big country stations chasing the same listener. Berk Marketing buys San Antonio for advertisers and represents no station in it.
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Short answer. San Antonio is a bilingual market. Newsradio 1200 WOAI is the news talk signal and the Spurs’ English flagship, and KTSA 550 is the other news talk station. Ticket 760 and ESPN 1250 are the sports options, and there is no all-news station. On the music side Y100, KJ97, Hits 105.3 and KONO 101.1 lead the English stations, while Que Buena 92.9 and the bilingual Mix 96.1 reach the Spanish speaking audience. For many offers, Spanish and bilingual stations belong in the plan from the start. The practical entry point is about five thousand dollars a week.
Station by station
The commercial stations most San Antonio plans start from. Formats and owners as of October 2026.
| Station | Dial | Branding | Format | Owner |
|---|---|---|---|---|
| WOAI-AM | 1200 AM | Newsradio 1200 WOAI | News Talk | iHeartMedia |
| KTSA-AM | 550 AM / 107.1 FM | KTSA | News Talk | Connoisseur Media |
| KTKR-AM | 760 AM | Ticket 760 | Sports | iHeartMedia |
| KZDC-AM | 1250 AM / 103.3 FM | ESPN 1250 | Sports | Connoisseur Media |
| KCYY-FM | 100.3 FM | Y100 | Country | Cox Media Group |
| KAJA-FM | 97.3 FM | KJ97 | Country | iHeartMedia |
| KSMG-FM | 105.3 FM | Hits 105.3 | Hot AC | Cox Media Group |
| KONO-FM | 101.1 FM | KONO 101.1 | Classic Hits | Cox Media Group |
| KROM-FM | 92.9 FM | Que Buena 92.9 | Regional Mexican | TelevisaUnivision |
| KXXM-FM | 96.1 FM | Mix 96.1 | Bilingual Hits | 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 San Antonio listens
Spanish and bilingual radio are core, not extra. San Antonio is majority Hispanic, and stations like Que Buena 92.9 and the bilingual Mix 96.1 reach a large part of it. If your business can serve customers in Spanish, these stations belong in the first plan rather than a later test. If it cannot, a bilingual station can still carry an English offer to a mixed audience.
WOAI carries the Spurs. Newsradio 1200 WOAI is the Spurs’ English flagship as well as a news talk leader, which makes it the one station that reaches both a news audience and a basketball audience. Ticket 760 and ESPN 1250 are the full time sports stations.
Country is a two station decision. Y100 and KJ97 both program country to the same listener. Buying both usually means buying neither with enough weight, so we pick one and schedule it properly.
The listener is following a story or a game, so fewer commercials a day do the job. In San Antonio that means WOAI or KTSA for news, WOAI for the Spurs, and Ticket 760 for sports talk.
The listener is half attending, so the message needs repeating, which means weight on one station rather than money spread across four. Y100, KJ97, Hits 105.3 and KONO 101.1 each reach a large habitual audience bought for frequency.
Why format decides frequency, in full, is on the local radio advertising page.
Money
Cox Media Group owns Y100, Hits 105.3 and KONO, iHeartMedia has WOAI, Ticket 760, KJ97 and Mix 96.1, Connoisseur Media holds KTSA and ESPN 1250, 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 San Antonio 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 San Antonio 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 San Antonio 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, WOAI bought properly usually does more than a music station. For a broad consumer offer, one music station with enough weight beats several bought lightly, and a Spanish or bilingual station often belongs in the plan.
If your business can handle the response in Spanish, yes, because Spanish and bilingual stations reach a large share of the market. If it cannot, we will recommend an English or bilingual schedule and say why.
The Spurs’ English broadcasts are on Newsradio 1200 WOAI.
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 San Antonio 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 San Antonio 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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