Station Profile

Format & Station

R&B + Old School - B-96.9 

Format Description

Reach over 32,200 consumers each week with B96.9.

B96.9- the region’s only adult urban station featuring legendary radio and television host Steve Harvey and a great mix of R & B and Old School all day. Well-targeted and serving the African American community.

B-96.9 is targeted to reach Adults age 25-64. 

B-96.9 allows advertisers to reach a large consumer group that can’t be reached with any other station. 

The station boasts a heavy emphasis on music, personality, and community involvement.

B-96.9 features one of the top nationally syndicated morning shows in the country, The Steve Harvey Morning Show, airing weekday mornings from 6 AM to 10 AM. 

Artist Profile: B-96.9 features R & B and Old School artists like Luther Vandross, KC and the Sunshine Band, Mary J. Blige, Jill Scott, Kenny G, John Legend, Marvin Gaye, Kool & The Gang, Stevie Wonder, Kenny G, Beyonce, Bruno Mars and more.

Get exposure to thousands of potential customers each week with B-96.9.

Demographic Profile

B-96.9's listeners are in their prime spending years.

Age: B-96.9 targets adults 25 to 54. 51% of all B-96.9 listeners are between the ages of 25 and 54.

Ages: 18-34 26.5%
Ages: 18-44 39.3%
Ages: 25-54 47.8%
Ages: 35-64 57.8%

Gender: B-96.9’s audience composition is 59.4% Female and 40.6% Male.

Occupation: B-96.9 targets individuals who are employed full-time in a variety of occupations including owner, manager, professional, clerical, trade, skilled sales, and technical.B-96.9's format targets consumers with high disposable income.

Household Income: B-96.9's listeners have earning power.

- Over 63% of B-96.9 adult listeners 18 years of age and over have an income of over $35,000. 
- 47%of B-96.9 listeners have household incomes over $50,000.
- Almost 20% have an income of over $75,000

Home: 55%of B-96.9 listeners have children under 18 that reside in their household.

Education: Over 60% have attended college.

B-96.9 targets listeners with purchasing power in Fort Wayne and surrounding areas.

Lifestyle Profile

Home: B-96.9 targets affluent homeowners. A huge category with these consumers is home improvement and home decorating.

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

B-96.9 listeners are huge shoppers with purchasing power.

B-96.9 Listeners:

- Purchase a wide variety of electronic devices including computers, tablets, smartphones, MP3 players, video games, HDTV's, digital video recorders (TiVo) and digital cameras.
- Are big consumers of furniture, mattresses, major appliances, and automobiles.
- Purchased fine and costume jewelry, cosmetics, perfume, and skin care products.
- Enjoy going out to restaurants often every month. Almost 90% went out in the past month.
- In the past year purchased men and women's clothing, infant and children clothing, men's and women's shoes and accessories.

Investments: B-96.9 targets listeners who have high incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activities: B-96.9 attracts listeners who are actively participating in exercise and fitness, biking, golfing, gardening, and hiking. B-96.9 listeners enjoy going out to music concerts, sporting events, bars and restaurants.B-96.9 listeners are in their prime income and spending years.

B-96.9 has wide demographic appeal with consumers who have purchasing power!

African American Consumer Facts  

The number of African-American households earning $75,000 or more has grown by 63.9 percent in the last decade – a rate greater than that of the overall population. This continued growth in affluence, social influence, and household income will continue to impact the community’s economic power, especially with women. 

The percentage of African-Americans attending college or earning a degree has increased by 44 percent for men and 53 percent for women. Higher educational and professional success, along with a lower birth rate, is increasing both the age and affluence of the population, increasing the demand for aging, healthcare, and financial management services. 

African-Americans are heavy users of electronic media, providing marketers many opportunities to access them with advertising and images that are appealing and highlight their services. 

African-American women tend to be the primary decision-makers for most household buying decisions. Marketers should be utilizing advertising messages and images that appeal to them. 

Trends in technology adoption and social networking also provide this group with an influence on popular culture beyond the limits of ethnic categorization.

B-96.9 an important piece of every adult radio advertising buy!

Here's Why B-96.9 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 Steve Harvey Mornings On B-96 

Steve Harvey is the host of the Steve Harvey Morning Show radio program, and the popular TV shows Family Feud and Celebrity Family Feud, The Steve Harvey Show, and family favorite Little Big Shots.

His popularity continues to grow to global proportions, bolstered by his new role as host of the Miss Universe Pageant.

Harvey is currently one of the most powerful voices in media, touting a career spanning nearly 30 years as a top stand-up comedian, actor, award-winning TV personality and talk show host, best-selling author, entrepreneur, and humanitarian.  

Join Steve Harvey weekday mornings 6 am to 10 am on B-96.9 and the"Best Of "on Saturday mornings 6 am to 10 am.

B-96.9 Coverage Map