Cat Country 98.7

What Cat Country 98.7 does

Cat Country 98.7 (legal name ADX Communications of Escambia, LLC; FCC call sign WYCT) is a privately held country-music FM radio station headquartered in Pensacola, Florida. The Hoxeng family applied for the 98.7 FM license in 1987, constructed the facility on 40 acres in Baldwin County, Alabama between 2002 and 2003, and launched as Christmas Radio 98.7 in November 2003 before rebranding to Cat Country 98.7 on December 26, 2003. The station broadcasts at 100,000 watts from a 942-foot tower with a hurricane-proof blockhouse, was the first Florida station to broadcast in HD Radio, and operates HD1/HD2/HD3 subchannels. Distribution spans terrestrial FM, HD Radio, web streaming, native iOS/Android apps (Apple CarPlay/Android Auto compatible), Amazon Alexa, Google Home via TuneIn, and the radio.net directory, reaching Pensacola, Gulf Breeze, Navarre, Pace, Milton, and Baldwin County.

Programmed around country music with flagship shows Cat Pak Morning Show (Brent Lane, since 2005), Country Countdown USA (Lon Helton), and Rise Up Country (John Ritter), the station has won six ACM Radio Station of the Year awards and three CMA Radio Station of the Year awards, along with NAB Crystal Awards. It generates revenue principally through on-air advertising sales to local businesses and national brands targeting the Pensacola MSA adults-25-54 demographic, complemented by the proprietary ADX Digital Services platform offering programmatic and advanced-targeting digital advertising (mobile conquesting, behavioral targeting, retargeting, household IP targeting, geo-fencing, and OTT/pre-roll video). The company monetizes community presence through sponsored event inventory (Bands on the Beach, Blue Angels Beach Show, Pensacola Interstate Fair, 4th of July Fireworks) and nonprofit fundraising (Cat Country Cares for Kids radiothon, Manna Hat auction). Mary Hoxeng is owner and General Manager; ownership has been family-held since inception, and Mary completed the buyout in 2021.

Name

Cat Country 98.7

Legal name

ADX Communications of Escambia, LLC

Website

https://catcountry987.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Cat Country 98.7 (WYCT) is a privately held country-music FM radio station broadcasting at 100,000 watts from Pensacola, Florida, serving the Pensacola metropolitan area and Baldwin County, Alabama. It monetizes through on-air and digital advertising and sponsorships aimed at adults aged 25-54, operated by ADX Communications of Escambia, LLC (Hoxeng family).

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Country music radio
• FM broadcasting
• Radio advertising
• Digital audio streaming
• Community radio station

Headquarters

HQ city

Pensacola

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Advertising Revenue: Cat Country 98.7 generates revenue primarily through advertising sales. Local businesses and national advertisers purchase airtime to reach the station's audience of adults aged 25-54 in the Pensacola metropolitan area. The station also offers digital advertising products through ADX Digital Services including geo-fencing, behavioral targeting, and OTT video advertising.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Cat Country 98.7 (WYCT) is a 100,000-watt FM country music radio station serving Pensacola, Gulf Breeze, Navarre, Pace, Milton, and Baldwin County, Alabama. The station broadcasts country music programming along with local news, community content, and events coverage. Its core commercial offering is selling on-air and digital advertising (via ADX Digital Services) to local and national advertisers seeking to reach adults aged 25-54 in the Gulf Coast market.

Product overview

Cat Country 98.7 (WYCT) is a 100,000-watt FM country music radio station headquartered in Pensacola, Florida, operated by ADX Communications of Escambia, LLC. The station's core product is its broadcast radio programming on 98.7 FM, supplemented by live streaming via its website player, mobile app (iOS/Android), and smart speaker integrations (Alexa, Google Home). The station extends reach through HD Radio sub-channels (HD1-3) and distribution partnerships (TuneIn, radio.net). Key programming includes The Cat Pak Morning Show with Brent Lane, Country Countdown USA, and Rise Up Country. The station also offers ADX Digital Services—a digital advertising platform featuring AI-powered targeting, geofencing, mobile conquesting, and OTT/pre-roll video advertising capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Cat Country 98.7 (WYCT) FM Radio Broadcast 100,000-watt FM country music radio broadcast on 98.7 FM serving Pensacola, Gulf Breeze, Navarre, Pace, Milton, and Baldwin County, Alabama, featuring HD Radio digital channels.
• Cat Country 98.7 Mobile App Native iOS and Android application enabling live radio streaming, contest participation, song voting, and push notifications. Compatible with Apple CarPlay and Android Auto.
• The Cat Pak Morning Show

Quantifiable outcome

• Largest Pensacola radio audience of adults aged 25-54 according to Solutions Broadcast Research and The Radio Index
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core, minor and major.

• Manna Food PantriescoreOthersLong-standing community partnership with Manna Food Pantries. Cat Country 98.7 hosts annual Manna Hat auction featuring autographed hats from country music artists, raising $2,500 per year for the food pantry. Station personnel including Brent Lane have served on Manna's Board of Directors for over 12 years.
• Arc GatewayminorOthersCommunity partner providing services to those with intellectual and developmental disabilities. The Arc Gateway serves more than 1,100 children and adults across Escambia and Santa Rosa Counties since 1954.
• Be Ready AllianceminorOthersCommunity-based disaster coalition leading emergency preparedness, response, and recovery efforts in Escambia County. Station provides emergency information and volunteer mobilization support.
• Big Brothers Big SistersminorOthersYouth mentoring organization partnership for community support and event collaboration.
• Catholic CharitiesminorOthersCatholic Charities has been serving 18 Counties across the Florida Panhandle since 1928. Station supports their financial assistance, food, baby supplies, holiday assistance, immigration services, and disaster assistance programs.
• Gulf Coast Kids HouseminorOthersChild advocacy center partnership for community support.
• Pensacola Habitat for HumanityminorOthersHousing nonprofit partnership for community building initiatives.
• Pensacola Humane SocietyminorOthersAnimal welfare organization partnership for community events and awareness.
• United Way of West FloridacoreOthersMajor community partner. United Way Small Business Partner Award recipient. Station supports United Way campaigns and fundraising initiatives including Miracle on Palafox for Toy Wishes.
• Santa Rosa Island AuthoritycoreGTM or Marketing PartnerPresenting sponsor partner for Bands on the Beach free concert series on Pensacola Beach. Cat Country 98.7 kicks off each show and provides on-stage announcements. Partnership provides community entertainment every Tuesday from April through October.
• 5 Flags SpeedwayminorGTM or Marketing PartnerLocal motorsports venue partnership for event coverage and promotion including the prestigious Snowball Derby.
• Blue AngelsmajorGTM or Marketing PartnerMedia partner for Pensacola Beach Air Show featuring the U.S. Navy Flight Demonstration Squadron. The Blue Angels' 80th anniversary celebration in 2026 is a major community event that the station covers extensively.
• The Wharf AmphitheatercoreGTM or Marketing PartnerConcert venue partnership for country music concerts featuring major artists including Jason Aldean, Luke Bryan, and Parker McCollum. Station provides ticketing promotion and listener contests for shows.
• Greater Pensacola ChambercoreGTM or Marketing PartnerPartnership with Greater Pensacola Chamber for 4th of July Fireworks celebration. Station serves as media partner for this community tradition.
• Coca-Cola and Cumberland FarmsmajorGTM or Marketing PartnerPresenting sponsors for Pensacola 4th of July Fireworks. Station partners with sponsors for community celebration events.
• Blackwater PyratesminorOthersCommunity service organization serving the Bagdad/Milton area. Partnership for Great Milltown Duck Race on July 4th featuring up to 5,000 rubber ducks racing down the Blackwater River.
• ADX Communications of Escambia, LLCcoreOthersParent company owning Cat Country 98.7 (WYCT), NewsRadio 92.3 (WNRP), ESPN Pensacola (WEBY), and Pensacola Playlist 94.5. Also operates ADX Digital for digital advertising services. Owned by Dave and Mary Hoxeng.
• Country AircheckminorOthersIndustry trade magazine publisher. Lon Helton serves as Publisher of Country Aircheck and Editor of the Mediabase Country Chart, which he uses for Country Countdown USA show.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iHeartMedia Pensacola: iHeartMedia is the largest U.S. radio operator and directly competes in the Pensacola market with multiple FM/AM stations, including country and other formats. Like Cat Country 98.7, iHeartPensacola stations target local adults 25-54 advertisers and offer similar bundled on-air + digital ad products.

Broad incumbents

• Cumulus Media / Westwood One: Cumulus Media is a national multi-station owner with hundreds of stations across the country, including Pensacola. It is comparable as a large multi-station operator competing in the same Pensacola ad market, while also producing syndicated content (e.g., Country Countdown USA-like distribution).
• Audacy (formerly Entercom/CBS Radio): Audacy operates a large portfolio of U.S. radio stations, digital audio, and podcasting assets. It competes with Cat Country 98.7 for both listener time (via streaming and apps) and advertiser budgets, and is comparable as a multi-format national radio + digital ad platform.
• Townsquare Media: Townsquare Media is a mid-market-focused U.S. radio operator with a strong footprint in smaller and secondary markets, similar to Cat Country 98.7's Pensacola focus. It pairs over-the-air broadcasting with digital advertising solutions and events, a comparable go-to-market.
• Beasley Media Group: Beasley Media Group operates radio stations across multiple U.S. markets with a mix of music and spoken-word formats. It is comparable to Cat Country 98.7 as a regional radio operator with cluster sales, digital extensions, and a focus on community engagement.

Regional players

• Alpha Media: Alpha Media is a privately held U.S. radio operator with clusters in mid-sized markets. It mirrors Cat Country 98.7's mid-market, multi-station operating model and local advertiser focus, making it a comparable regional radio group.

Emerging players

• Educational Media Foundation (K-LOVE / Air1): EMF Broadcasting operates the K-LOVE and Air1 non-commercial Christian radio networks. While not a country competitor, K-LOVE is a meaningful local-market audio alternative that competes for listener share and underwriter/donor dollars in Pensacola and similar markets.
• Country Music Television (CMT): CMT is a country-music-focused cable/streaming network and a partial substitute for country radio listening, especially among younger demos. It competes with Cat Country 98.7 for share of country-music audience attention and adjacent ad budgets.

Others

• iHeartRadio (app/platform): iHeartRadio is a free streaming app that aggregates thousands of radio stations including country formats, competing for digital listening time with Cat Country 98.7's own app. It is comparable as a digital distribution and listening-time competitor, while also being a channel for Cat Country's stream.
• TuneIn: TuneIn is a global streaming audio aggregator that distributes radio stations (including Cat Country 98.7) and competing live audio programming. It is comparable as both a distribution partner and a substitute for AM/FM listening on smart speakers and connected devices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/catcountry987
• Facebookfacebook.com/catcountry987
• Instagraminstagram.com/catcountry987
• LinkedInlinkedin.com/company/adx-communications

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cat Country 98.7