Mix 106

What Mix 106 does

Mix 106 (KCIXFM) is a Hot Adult Contemporary radio station broadcasting at 105.9 FM in Boise, Idaho, operated as part of Townsquare Media's regional radio cluster alongside sister stations such as 103.5 KISS FM, Power Boise, Lite Online, 104.3 WOW Country, and Kido Talk Radio. The station delivers music programming, local news, weather, traffic, and community content targeted at adults aged 25–54 in the Boise and Treasure Valley market. Distribution spans traditional FCC-licensed FM broadcast, web streaming via mix106radio.com, native iOS and Android mobile applications, and smart speaker integrations on Amazon Alexa and Google Home, with on-demand content including The Jubal Show, Carly & Dunken, Deanna, and PopCrush Nights.

The business model is anchored in B2B multimedia advertising sales to local small and medium-sized businesses, with quote-based, customized pricing rather than published rate cards. Four revenue streams are explicitly identified: traditional radio advertising spots, digital advertising (targeted display, mobile, social, pre-roll video, and website takeovers), event sponsorships (anchored by the Boise Music Festival, Idaho's largest one-day live music event held annually at Expo Idaho since 2010), and ancillary marketing services such as website design, hosting, SEO, and social media management delivered through the Townsquare Ignite digital advertising platform. The station sells to a primary segment of local SMBs in the Treasure Valley and a secondary segment of regional/enterprise advertisers seeking larger multimedia campaigns, celebrity DJ endorsements, and event partnerships. Audience scale at last disclosure stood at 211,100 radio CUME, 198,390 monthly digital unique visitors, and 197,595 social media followers.

Mix 106 operates as a subsidiary of privately held Townsquare Media, Inc., headquartered at 827 E. Park Blvd., Ste 100, Boise. The company is reported at 51–100 employees, with leadership comprising Market President Mike Owens, Director of Sales Pete Mills, and Promotions Director Hugo Luna. Go-to-market combines an event-driven motion (signature events such as Boise Music Festival, Spirit of Boise Balloon Classic, Canyon County Kids Expo, and Idaho's Largest Garage Sale) with a direct sales-led motion targeting local businesses via a dedicated sales team. Regulatory exposure is managed through FCC licensing oversight of KCIXFM 105.9 FM, and community presence is reinforced through coverage partnerships with Boise Hawks and Boise State University.

Name

Mix 106

Legal name

Townsquare Media, Inc.

Website

https://mix106radio.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Mix 106 (KCIXFM) is a Townsquare Media-owned Hot Adult Contemporary radio station broadcasting at 105.9 FM in Boise, Idaho. It serves Treasure Valley adult listeners with music, local news, and community events while monetizing through multimedia advertising packages sold to local small and medium-sized businesses.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

akta.pro secondary industry

Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Radio broadcasting
• Digital advertising
• Audio streaming
• Multimedia marketing
• Community event programming

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: Traditional radio spots aired during programming broadcasts targeting adult contemporary listeners in Boise market
2. Digital Advertising: Targeted digital display ads, mobile advertising, social media advertising, pre-roll video ads, and website takeovers offered as cross-platform advertising packages
3. Event Sponsorships: Brand partnerships and sponsorships for station events including Boise Music Festival and other community events
4. Marketing Services: Website design, hosting, SEO services, and social media management offered as additional services to advertising clients

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mix 106 (KCIXFM) is a Townsquare Media-owned Hot Adult Contemporary radio station broadcasting at 105.9 FM in Boise, Idaho, delivering music programming, local news, weather, traffic, and community content across traditional FM, mobile apps (iOS/Android), web streaming, and smart speakers (Alexa, Google Home). The station also generates revenue by selling multimedia advertising packages — radio spots, digital display, social, video, SEO, and event sponsorships — to local Boise/Treasure Valley businesses.

Product overview

Mix 106 (KCIXFM) is a Hot Adult Contemporary radio station operated by Townsquare Media in Boise, Idaho, broadcasting at 105.9 FM. The station offers a unified platform combining traditional over-the-air radio broadcasting with digital streaming services including a mobile app (iOS/Android), web streaming, and smart speaker integrations (Alexa, Google Home). Additional offerings include on-demand radio shows, the annual Boise Music Festival event, and local community content. Townsquare Media provides complementary advertising and marketing solutions for local businesses through the station. The core product is the radio station itself, supported by mobile applications, streaming services, and event programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Mix 106 FM Radio (KCIXFM) FCC-licensed Hot Adult Contemporary radio station broadcasting at 105.9 FM in Boise, Idaho, delivering a mix of contemporary music, local news, weather, traffic, and community content to adult listeners in the Treasure Valley market.
• Mix 106 Mobile App Native iOS and Android applications enabling listeners to stream Mix 106 live, access recently played playlists, listen to on-demand content, and receive station notifications.
• Listen Live Streaming Web-based and voice-activated live audio streaming of Mix 106 via the mix106radio.com website, plus Alexa and Google Home smart speaker integrations allowing listeners to tune in from any device.
• On-Demand Radio Shows and Podcasts On-demand audio programming including Mix 106 personality shows such as The Jubal Show, Carly & Dunken, Deanna, and PopCrush Nights, available through the Mix 106 website and mobile apps.
• Boise Music Festival Annual outdoor music festival presented by Mix 106 and Townsquare Media at Expo Idaho, featuring national recording artists on a main stage along with local bands, food vendors, and carnival rides. The largest one-day live music event in Idaho.
• Townsquare Marketing and Advertising Solutions Multi-platform advertising and marketing packages for local Boise/Treasure Valley businesses including radio spots, targeted digital display advertising, mobile solutions, social content, video solutions, website design and SEO services, and event sponsorships.

Quantifiable outcome

• 211,100 radio CUME reach in Boise market
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Spirit of Boise Balloon ClassiccoreGTM or Marketing PartnerMix 106 is a media partner for the Spirit of Boise Balloon Classic, a signature community event. Micron has invested in this event and the station covers it as featured content.
• Boise Music FestivalcoreGTM or Marketing PartnerMix 106 organizes and promotes the Boise Music Festival, Idaho's largest one-day live music event held at Expo Idaho since 2010. The station serves as primary organizer and promoter.
• Canyon County Kids ExpominorGTM or Marketing PartnerStation is a partner/marketing supporter for the Canyon County Kids Expo community event.
• Idaho's Largest Garage SaleminorGTM or Marketing PartnerStation is a partner/marketing supporter for Idaho's Largest Garage Sale community event.
• Micron TechnologyminorGTM or Marketing PartnerMicron has invested in Boise community and the Spirit of Boise Balloon Classic event. Mix 106 has covered Micron's community investments.
• Boise HawksminorGTM or Marketing PartnerMinor League Baseball team partnership for community events and local sports coverage.
• Boise State UniversityminorGTM or Marketing PartnerStation covers Boise State sports, news, and campus events as part of local community coverage.
• FCC (Federal Communications Commission)coreOthersFCC regulatory oversight of broadcast licensing (KCIXFM, 105.9 FM). Station maintains public inspection file and EEO compliance.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Audacy: Major US radio operator (formerly Entercom/CBS Radio) running FM stations, digital streaming, podcasts, and local sales teams; competes with Mix 106 for both audience and advertisers in the same Hot Adult Contemporary / CHR formats.
• Cox Media Group: Diversified broadcaster operating radio and TV stations plus digital ad solutions; overlaps with Mix 106 in selling local multimedia ad packages combining broadcast, digital, and event sponsorships.
• Cumulus Media: Large US radio broadcaster with stations in mid-sized markets, offering comparable cross-platform audio advertising; competes with Mix 106 in Boise and uses a similar local-station-cluster commercial model.
• iHeartMedia: Largest US radio broadcaster with stations and digital platforms in the Boise market, directly competing for local ad dollars; operates the same multi-channel (FM + streaming + app + events) model as Mix 106 but at national scale.

Direct peers

• Emmis Communications: Independent US radio operator focused on mid-market local stations, magazines, and digital; offers a directly comparable model of a single-market local FM station with multi-revenue-stream ad sales.
• Alpha Media: US radio group operating FM/AM stations in mid-sized markets with integrated digital ad and event sponsorship offerings; closely comparable to Mix 106 in scale, format mix, and SMB advertiser focus.
• Townsquare Media: Mix 106's parent and direct peer: Townsquare Media owns and operates clusters of local FM stations, runs similar cross-platform sales, organizes signature local events, and uses its own Townsquare Ignite digital ad platform — making the parent the closest comparable operating model to Mix 106.
• Bonneville International: Family-owned US radio group with stations in several markets using a comparable mix of on-air personalities, local events, and digital sales tools; mirrors Mix 106's mid-market, community-anchored operating model.
• Hubbard Radio: Privately held US radio group operating mid-market FM stations with cross-platform distribution (FM + streaming + digital ad sales); a like-for-like peer for Mix 106's station-level economics and go-to-market motion.
• Salem Communications: US radio operator running clusters of local stations and complementary digital ad products; comparable to Mix 106 in operating a multi-station local cluster with bundled broadcast + digital ad sales.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Mix106
• YouTubeyoutube.com/user/katemcgwire
• Facebookfacebook.com/mix106radio

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Mix 106