As first indicated yesterday in Domain Insight, iHeartMedia CHR “106.1 Kiss-FM” KBKS-FM Tacoma/Seattle has begun the process of rebranding following the announcement of the impending debut of Jubal Fresh for mornings.
KBKS-FM is now branding as “Jubal 106.1” with most imaging teasing the coming debut of Fresh and additional changes built around the launch of the show. As indicated in the domain report, it is expected new permanent branding will debut along with the planned debut of the new morning show later this month.
KBKS-FM was the dominant CHR in Seattle from its flip to CHR in 1997 until Hubbard CHR “Movin 92.5” KQMV overtook it on the backs of the Brooke & Jubal morning show in the 2010s. The station flipped to Hot AC in 2016 and then back to CHR in 2018, which further damaged its brand. In the June 2020 Nielsen Audio ratings, KQMV was fifth in the market with a 5.0 share while KBKS-FM was tied with sister Rhythmic CHR 93.3 KUBE at 21st with a 1.8 share.
INSTANT INSIGHT: Will a rebranding even matter for KBKS if listeners have to sit through an over twenty minute stopset like I just did?
Steve Varholy
Another insight: when has “let’s build a radio station centered around our morning guy (or other personality)” ever been successful? Where’s FREE-FM? or RUSH RADIO? Bubba the Love Sponge radio?