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. 

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.

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.

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.

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

80% 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.

Wake Up With The Mountain Morning Show On Mountain 102.5

Rick Sanders - Has been one of Missoula’s top radio personalities for 25 years.

His favorite morning gig? It's Strin Yer Brain! He likes to make people think as well as win some prizes and have a lot of fun along the way.

His favorite prizes to giveaway, on the air?  Money and Concert Tickets. He loves to see the phones light up when he’s giving out a big prize!

Rick likes to stroll the streets of Missoula. He said it gives him time to think and enjoy what we all have in common here in Western Montana. He also loves puppies, beaches and Pina Coladas ... hold the umbrella!

Join Rick : Weekdays 5am to 10am on 102.5 Mountain FM and 10am to 2pm on the Drive 107.9/103.7

Bill Williams: What does it take to be a radio personality? Bill has the voice, a love for music and thinks radio is the best job in the world. It also gives him time to play the drums on weekends.

The fun thing Bill brings everyday to the radio: The Happy Hour and the Rock Report. Yes, he was once a bartender for a while, but we all have a sorted past.

Bill has taken to snow skiing like a duck to water and recently helped with the Winter Special Olympics at Lost Trail.

You can hear Bill weekdays 2pm to 7pm on 102.5 Mountain FM and weekdays 2pm to 7pm on The Drive 107.9/103.7 

Mountain 102.5 Coverage Map