Reviewed by Peter Berk, President and Chief Media Strategist, Berk Marketing · Last updated 31 October 2026
San Jose and Silicon Valley
A separately rated market inside the Bay Area, where San Francisco’s news and sports signals cover Silicon Valley and the local dial changed owners in 2025 and 2026. Berk Marketing buys San Jose for advertisers and represents no station in it.
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Short answer. San Jose is two buys in one. San Francisco signals carry the news and sports: KCBS for all news, KNBR for the Giants and the 49ers, 95.7 The Game for the Warriors, and 810 KSFO for talk and the San Jose Earthquakes. The San Jose licensed stations, led by Mix 106.5, Amor 100.3 and Latino Mix, reach the South Bay without the cost of the whole Bay Area. In July 2026 Bay Country moved to 98.5. Large Hispanic, Vietnamese, Chinese and South Asian communities support in-language stations. The practical entry point is about five thousand dollars a week.
Station by station
San Francisco news and sports signals that cover San Jose, alongside the South Bay’s own stations. Formats and owners as of October 2026.
| Station | Dial | Branding | Format | Owner |
|---|---|---|---|---|
| KCBS-AM | 740 AM / 106.9 FM | KCBS All News (San Francisco) | All News | Audacy |
| KNBR-AM | 680 AM / 104.5 FM | KNBR (San Francisco) | Sports | Cumulus |
| KGMZ-FM | 95.7 FM | 95.7 The Game (San Francisco) | Sports | Audacy |
| KSFO-AM | 810 AM | 810 KSFO (San Francisco) | Talk | Cumulus |
| KEZR-FM | 106.5 FM | Mix 106.5 | Hot AC | Connoisseur Media |
| KBRG-FM | 100.3 FM | Amor 100.3 | Spanish AC | TelevisaUnivision |
| KVVF-FM | 105.7 / 100.7 FM | Latino Mix | Spanish Hits | TelevisaUnivision |
| KOIT-FM | 96.5 FM | KOIT (San Francisco) | AC | Connoisseur Media |
| KMEL-FM | 106.1 FM | 106 KMEL (San Francisco) | Urban | 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 Jose listens
San Francisco carries the news and sports. KCBS, KNBR, 95.7 The Game and KSFO all cover San Jose and Silicon Valley. KNBR has the Giants and the 49ers, The Game has the Warriors, and KSFO carries the San Jose Earthquakes in English for 2026. For news and sports, a San Jose plan is really a San Francisco plan.
The local dial changed hands. Connoisseur Media absorbed Alpha Media in 2025 and bought Bonneville’s San Francisco stations in 2026, so it now owns Mix 106.5 and KOIT among others. In July 2026 Bay Country moved to 98.5, and 94.5 was sold to K-LOVE. Rate sheets from before those moves are out of date.
In-language radio is real here. Spanish stations such as Amor 100.3 and Latino Mix lead the local Spanish audience, and other stations serve large Vietnamese and South Asian communities. For an offer that can be answered in those languages, they reach people the general market stations miss.
The listener is following a story or a game, so fewer commercials a day do the job. In San Jose that means KCBS or KSFO from San Francisco for news and talk, and KNBR or 95.7 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. Mix 106.5, KOIT, KMEL and Amor 100.3 each reach a large habitual audience bought for frequency.
Why format decides frequency, in full, is on the local radio advertising page.
Money
Connoisseur Media owns Mix 106.5 and KOIT, TelevisaUnivision has Amor 100.3 and Latino Mix, the San Francisco news and sports signals belong to Audacy and Cumulus, and iHeartMedia holds KMEL. 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 Jose 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 Jose 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 Jose 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 news and sports, usually yes, because KCBS, KNBR and The Game cover San Jose and the local market has no equivalent. For music and Spanish radio, San Jose’s own stations reach the South Bay without paying for the whole Bay Area.
The Giants and the 49ers are on KNBR 680 and 104.5. The Warriors are on 95.7 The Game. The Earthquakes are on 810 KSFO in English for 2026.
Yes. Amor 100.3 and Latino Mix lead the local Spanish stations, and San Francisco Spanish signals also reach the South Bay.
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 Jose 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 Jose 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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