Station Profile

Format & Call Letters

Classic Country - KWCO-FM

Format Description

If real country music is what you want 106.1 The Ranch is where you need to be!

106.1 The Ranch plays the biggest Country music artists in America today. 106.1 The Ranch is total country with a mix of yesterday's greatest legends and today's hottest hits.

We are proud to be serving the Chickasha community with the best country music as well as local news and sports.

106.1 The Ranch delivers the best of today's new country and the best songs of the past four decades and is home to Big D and Bubba in the morning. We also keep Grady County informed with local newscasts every day.

106.1 The Ranch targets Affluent Baby Boomers, Adults 25 to 64. The Country Music format year to year continues to remain one of the most popular music formats in America today and one of the best performing formats for advertisers.

We play the Icons of Country Music! 106.1 The Ranch listeners tune in to hear the biggest Country artists such as Alabama, Alan Jackson, Blake Shelton, Brad Paisley, Brooks & Dunn, Carrie Underwood, Clint Black, Confederate Railroad, Conway Twitty, Darius Rucker, Diamond Rio, Dierks Bentley, Dixie Chicks, Dolly Parton, Dwight Yoakam, Eddie Rabbitt, Emmylou Harris, Eric Church, Faith Hill, Florida Georgia Line, Garth Brooks, George Jones, George Strait, Hank Williams Jr., Johnny Cash, Johnny Paycheck, Keith Urban, Kenny Chesney, Lady Antebellum, Martina McBride, Merle Haggard, Mickey Gilley, Miranda Lambert, Patty Loveless, Randy Travis, Rascal Flatts, Reba McEntire, Ricky Skaggs, Ronnie Milsap, Tammy Wynette, The Judds, The Marshall Tucker Band, The Oak Ridge Boys, Tim McGraw, Toby Keith, Travis Tritt, Trisha Yearwood, Vince Gill, Waylon Jennings, Willie Nelson, Zac Brown Band and more.

The 106.1 The Ranch Country music format is quickly becoming a very popular at work choice for listeners.

106.1 The Ranch allows advertisers to reach a large affluent active consumer group in their prime spending years that can’t be reached with any other station.

Demographic Profile

106.1 The Ranch has wide demographic appeal with consumers who have purchasing power!

Age Composition: 106.1 The Ranch targets Affluent Adults. Most of Country Radio listeners in America fall into the 25-64 age group. 

- Over 20% of Country listeners in America are adults 45 to 54 years old.
- Over 16% of Country listeners in America are adults 55 to 64 years old.
- Almost 15% of Country listeners in America are adults 35 to 44 years old.  
- Over 15% of Country listeners in America are adults 25-34 years old.
- Over 15 % of Country listeners in America are adults 65+.

Gender: Country listeners in America have approximately a 50/50 split between males and females.

Household Income: 106.1 The Ranch listeners have high earning power.

- Over 25% of Country listeners in America have an income of over $75,000.
- Almost 25% of Country listeners in America has an income of $50,000 - $74,999.
- Almost 30% of Country listeners in America has an income of $25,000 - $49,999.

Occupation: 106.1 The Ranch listeners are employed as Owners, Managers or Professionals, employed as Tradespeople, employed in the Sales and Service industry and are employed as Administrators or Clerical staff.

Education: 106.1 The Ranch listeners are well educated and the majority have attended college.

Investments: 106.1 The Ranch targets listeners who have high incomes and invest in real estate, mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activity: 106.1 The Ranch attracts listeners who actively participate in exercise and fitness, boating, biking, golfing, hunting, ATVing, camping, hiking, and going to the cottage on weekends. These listeners dine out frequently, attend local and regional sporting events and concerts.

Market your business to thousands of potential new customers each week with 106.1 The Ranch.

Lifestyle Profile

106.1 The Ranchlisteners are in their prime earning and spending years.

106.1 The Ranch targets homeowners. A huge category for these consumers is home improvement.

Home Spending: Started or completed in the past 2 years:

- Interior painting/wallpaper
- Landscaping or yard improvements
- Plumbing
- Exterior painting/staining
- Deck/fencing
- Energy conservation projects
- Floor tiles or vinyl flooring
- Installed windows or doors
- Other home projects

The 106.1 The Ranch is targeted to reach active consumers in their prime spending years.

106.1 The Ranch Listeners Have Purchasing Power

106.1 The Ranch targets affluent consumers with high disposable income.

- Purchase a wide variety of electronic devices including computers, tablets, smartphones, MP3 players, video games, HDTVs, digital video recorders (TiVo) and digital cameras.
- Are big consumers of furniture, major appliances, and automobiles.
- Purchased fine and costume jewelry, cosmetics, perfume, and skin care products.
- Enjoy going out to restaurants often every month. 
- In the past year purchased men and women's clothing, infant and children clothing, men's and woman's shoes and accessories.

106.1 The Ranch is committed to delivering the best value for advertisers today delivering an audience in their prime purchasing years.

We Target The Most Powerful Demographic Force In American History

Every year, the U.S. Consumer Expenditure Survey shows adults 55-64 outspend the average consumer in nearly every category, from food, household furnishing, entertainment, personal care, gifts, etc.

- Boomers will make-up HALF of the entire U.S. population.

- Boomers control HALF of the nation’s aggregate household spending.

- Adults 50+ will continue to be the most powerful consumers in the marketplace. 

-The US Census shows the senior age group is for the first time the largest in terms of size and percent of the population in the U.S.

-Over the next 30 years, the 65+ population will be larger than the younger generations.

-The 50+ population has $2.4 trillion in annual income, which accounts for 42% of all after-tax income in the U.S. (Consumer Expenditure Survey).

-Boomers and seniors have a net worth 3x that of younger generations (Economic Policy Institute).

-Baby boomers account for nearly $230 billion, or 55% of consumer packaged goods sales (Nielsen).

-Boomers spend $157 billion on trips every year (NextAvenue).

-Americans 50+ account for half of all consumer spending.

-Boomers outspend younger adults online 2:1 on a per-capita basis (Forrester).

106.1 The Ranch delivers listeners with a high disposable income in their prime spending years.

Start Your Mornings With Big D & Bubba In The Morning On 106.1 The Ranch

When you're sitting in the car wondering if the person in the next car over in traffic thinks that you've lost your mind because you are seemingly laughing hysterically to yourself, or sitting in the parking lot at your destination waiting for us to finish a topic, silly phone call, interview, game or conversation.....We are right there with you. And with you all the way.

We know how crazy life can be....and we want to be your goofy, chubby, best radio-friend refuge from the harsh reality of being pulled 100 different directions by your spouse, kids, boss, coworkers, etc.

If you are new to the show,...um......hi! We hope to get to know you, and hope that you put up with us long enough to get to know us as well. 

Join Big D & Bubba weekday mornings on 106.1 The Ranch.

106.1 The Ranch Coverage Map