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Station Profile

Format & Call Letters

Hot AC -  KMSO 102.5 FM

Format Description

Mountain 102.5 is Missoula's Hot AC station.  Mountain 102.5 features music from the 90’s and today and targets Women 25 to 54. 

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Mountain 102.5 has dominated the important women 25 to 54 demographic year after year. 

Mountain 102.5's Hot AC format targets consumers with a high disposible income.

Artist Profile: Mountain 102.5 features new music and old favorites from artists like Phillip Phillips, Andy Grammer, Bandit, Mary Lambert, Echosmith, Enrique' Iglesias, Colbie Caillat, Sia, Disclosure, Ed Sheeran, The Script, Katy Perry, Grl,Ghost, Ella Henderson, One Republic, Coldplay, Gavin De Graw and more.

Mountain 102.5 is the only station that is musically focused on hit music from the 90’s and today.

Get exposure to thousands of potential customers each week with Mountain 102.5 FM.

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Demographic Profile

Mountain 102.5 listeners are in their prime spending years.

Age: Mountain 102.5 targets woman 25 to 49.

Gender: Females 12+ favor Mountain 102.5's format.

- Aproximitly 60% of  Hot AC listeners in America are female while 40% are male.
- Over 60% of this consumer group falls significantly into the 25 to 54 age group.
- 81% of Hot AC’s adult audience are 18-44

Occupation: Mountain 102.5 targets individuals who are employed fulltime in a variety of occupations including: owner, manager, professional, clerical, trade, skilled sales, and technical.

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Household Income: Mountain 102.5's listeners have high earning power.

- Over 30% of Hot AC listeners in America have an income over $100K per year
- Over 40% of Hot AC listeners in America have an income over $75,000.
- Over 20% of Hot AC listeners in America have an income of more than $50,00 - $75,000
- Over 20% of Hot AC listeners 18 years of age and over have an annual household income of $25,000 to $50,000. 

Education: Almost 70% of Hot AC listeners have attended college.  25% have completed high school.

Education: Approximately 70% of Hot AC listeners have attended college.  

Investments: Mountain 102.5 targets listeners who have high incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activities: Mountain 102.5 attracts listeners who are very active participating in exercise and fitness, biking, golfing, gardening, and hiking. Mountain 102.5 listeners enjoy going out to music concerts, sporting events, bars and restaurants.

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Home: Mountain 102.5 targets home owners. A huge category with these consumers is home improvement and home decorating. In the past year many of Mountain 102.5 listeners have spent money on painting or wallpaper, remodeling bathrooms and kitchens, landscaping, carpeting or floor covering, replacing windows and other home improvements.

Mountain 102.5 targets listeners with purchasing power.

Mountain 102.5's format targets consumers with high disposable income.

Mountain 102.5 Listeners in the past year


- Purchased a wide variety of electronic devices including computers, tablets, smart phones, video games, and HDTV's.
-  Were big consumers of furniture, mattresses, major appliances, and automobiles.
-  Purchase fine and costume jewelry, cosmetics, perfume, and skin care products.
-  Enjoyed going out to restaurants often every month.
-  Purchased men and women's clothing, children clothing, men's and woman's shoes and accessories.
Mountain 102.5 listeners are in their prime income and spending years.

Here's Why Mountain 102.5 Targets Women

woman shopping 11080% of all (male, female, and child) apparel purchases are made by women.
94% of all home furnishing purchases are controlled by women.
85% of all household spending is controlled by women.
50% of new computers are bought by women.
91% of all real estate purchases are influenced by a woman.
20% of home purchases are made by single women.
85% of all new vehicle purchases are directly influenced by a woman.
92% of packaged goods spending is controlled by women.
52% of all new vehicle purchases are made by women.
70% of travel decisions are made by women.
92% of all vacation travel decisions are influenced by women.
55% of wine purchases are made by women.
45% of all electronics purchases are made by women, and 61% are influenced by a woman.
90% of women participate in decisions that affect household investment and retirement accounts.

Source: Bridget Brennan, author of Why She Buys and recognized expert on women consumer behaviors and motivations.

Missoula rickWake Up With The Mountain Morning Show On Mountain 102.5

Start your day with Rick on Mountain 102.5.  

Rick Sanders - I grew up in McMinnville Oregon. My good friend Monte Turner offered me a job here in Missoula Mt (I’d never even been to Montana before) in 1984, and I’ve been here ever since!

I love long walks on the beach, puppies, and sunsets (but lets keep that between us, ok?)

Get your morning started with Rick weekday mornings 6 AM to 9 AM on Mountain 102.5.

Mountain 102.5 Coverage Map

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