92.9 the bull

What 92.9 the bull does

92.9 The Bull (legal call sign KDBL-FM) is a privately held country music FM radio station broadcasting at 92.9 MHz to the Yakima Valley in Washington State, self-positioned as '#1 for New Country in Yakima.' The station is owned and operated by Townsquare Media, Inc., a diversified private media company, and functions as one brand within Townsquare's Yakima cluster that also includes KATS, Newstalk KIT, KFFM, and MEGA 93.3. Programming mixes locally produced shows (Curt & Samm in the Morning, Rise Up! with John Ritter, the Brett Alan Show) with nationally syndicated country properties (Country Top 40 with FITZ, Country Countdown USA with Lon Helton, Taste of Country Nights).

The core technology stack is a traditional FM broadcast operation augmented by digital distribution: live streaming via 929thebull.com, native iOS and Android applications, an Amazon Alexa skill, and Google Home voice integration, plus on-demand audio through a 'Radio on Demand' feature. The station is supported by Townsquare Ignite, Townsquare Media's cross-platform digital advertising product offering display, mobile, geo-fencing, YouTube TruViews, pre-roll, and social content campaigns, in addition to website design, hosting, SEO, and online reputation services sold to local businesses.

92.9 The Bull makes money almost entirely through advertising sold to local small and medium-sized businesses in the Yakima Valley. Revenue streams include traditional over-the-air radio spots, DJ endorsements and sponsorships, Townsquare Ignite digital ad packages, event sponsorships, and a smaller professional services line for website/SEO work. Sales are quote-based under multi-year bundled radio + digital contracts, led by a local Director of Sales, Digital Sales Manager, and broader Townsquare direct sales force, while the audience side is captured through free over-the-air, streaming, mobile, and smart speaker listening with secondary monetization via contests and ticket giveaways.

Name

92.9 the bull

Legal name

Townsquare Media, Inc.

Website

https://929thebull.com

Company type

Private

Operating status

Operating

Short description

92.9 The Bull (KDBL-FM) is a privately held country music FM radio station owned by Townsquare Media, broadcasting to the Yakima Valley in Washington and distributing via website, mobile apps, and smart speakers, monetized through local SMB radio and digital advertising.

Ownership category

akta.pro rank

Product category

Local Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

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

• Country radio broadcasting
• Local radio advertising
• Digital audio streaming
• Local media advertising
• Radio station operations

Headquarters

HQ city

Yakima

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: Traditional over-the-air radio advertising including on-air spots, sponsorships, and celebrity endorsements from DJs
2. Digital Advertising: Targeted digital advertising including display ads, mobile solutions, geo-fencing, video solutions (YouTube TruViews, pre-roll), and social content
3. Events and Promotional Partnerships: Revenue from event sponsorships, promotional partnerships with local brands, and branded content campaigns
4. Website Design and SEO Services: Website design, hosting, SEO management, and online reputation services for local businesses

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

92.9 The Bull (KDBL-FM) is a country music radio station serving the Yakima Valley in Washington State, broadcasting over-the-air at 92.9 MHz and via digital streaming. The station sells on-air and digital advertising, sponsorships, and event partnerships to local businesses through its own direct sales team and the Townsquare Ignite cross-platform advertising platform.

Product overview

92.9 The Bull (KDBL-FM) is a country music radio station operating in Yakima, Washington under parent company Townsquare Media. The station operates as a single core product (the radio station itself) augmented by multiple digital services including a mobile app for iOS and Android, live streaming via website and smart speakers (Alexa/Google Home), local events calendar, weather forecasting, and contests. The station also offers marketing solutions through Townsquare Ignite and maintains a local business directory. The programming lineup includes morning shows (Curt & Samm in the Morning), midday shows (Rise Up! with John Ritter, Jess, Riggs), evening programs (Taste of Country Nights, Brett Alan), and nationally syndicated countdowns (Country Top 40 with FITZ, Country Countdown USA with Lon Helton).

Differentiator

Problem solved

Functional benefit

Products and services

• 92.9 The Bull Radio (KDBL-FM) Country music FM radio station broadcasting live at 92.9 MHz to the Yakima Valley in Washington State. Features live shows, music playlists, local news, weather, traffic, school closures, community events, contests, and on-air DJ personalities. The station is monetized through on-air advertising, digital advertising, event sponsorships, and local business services.
• Townsquare Ignite Digital Advertising Platform Digital advertising and marketing platform providing targeted display, mobile, social, video (YouTube TruViews and pre-roll), geo-fencing, SEO, website design and hosting, and online reputation management services for local businesses. Sold by Townsquare Media's sales teams to advertisers in the Yakima market, often bundled with on-air radio spots.

Quantifiable outcome

• Radio is the #1 reach medium in America
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Federated Auto PartsminorGTM or Marketing PartnerLocal expert advertising partner featured in the station's local experts section, promoting automotive parts and services to the radio audience
• Townsquare MediacoreOthersParent company providing operational infrastructure, advertising technology, cross-platform solutions, and support for the 92.9 The Bull station. Townsquare Media operates multiple stations in Yakima including 929thebull.com, katsfm.com, newstalkkit.com, kffm.com, mega993online.com

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• KFFM 99.3: Sister Townsquare Media station in the same Yakima cluster serving the same local advertisers and listeners with a CHR/pop format. Direct intra-cluster peer competing for the same advertising dollars and overlapping listener base.
• KATS 94.5 FM: Sister Townsquare Media station in the Yakima cluster operating an active rock format. Shares the same parent, sales team infrastructure, and local advertiser pool as 92.9 The Bull.
• Newstalk KIT 1280 AM: Sister Townsquare Media news/talk station in the Yakima cluster. Operates within the same local advertising and operational footprint as 92.9 The Bull.
• MEGA 99.3 (Yakima): Sister Townsquare Media station in the Yakima market operating a hip-hop/R&B format. Competes for the same Yakima Valley advertising revenue and listener time.

Broad incumbents

• Townsquare Media, Inc. Direct parent company and the relevant cluster operator. Comparable as a multi-station local radio group with cross-platform digital advertising assets via Townsquare Ignite.
• iHeartMedia: Largest U.S. radio broadcaster operating hundreds of stations across formats and markets. Competes with Townsquare for advertiser share and operates comparable digital audio platforms (iHeartRadio).
• Cumulus Media: Major U.S. radio operator with significant country-format presence (e.g., Nash FM brands) and the Westwood One syndication network that supplies nationally syndicated content like Country Countdown USA.
• Audacy, Inc. Diversified U.S. radio operator with country, sports, and news/talk stations across multiple markets, plus digital audio assets. Competes for national advertising budgets and syndication partnerships.
• Alpha Media: Mid-sized U.S. radio group operating several hundred stations in mid-sized and smaller markets, comparable in footprint and advertiser focus to Townsquare's local cluster strategy.

Others

• Country Music Television (CMT): Country-focused media brand that competes for country-music audience attention and advertiser spend through television and digital channels. Adjacent rather than directly competing, but draws on the same listener pool.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/YakimaBull
• YouTubeyoutube.com/user/929thebullyakima
• Facebookfacebook.com/yakimabull

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 92.9 the bull