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Four companies sell most of the radio airtime in Salt Lake City, and none of them posts a rate card. This guide names the stations each one owns, shows what advertisers actually paid per spot on KSL NewsRadio and FM100.3 from contracts the stations filed with the FCC, and explains how to look up current numbers yourself before you call a rep.
Salt Lake City radio is sold mainly by Bonneville (KSL NewsRadio, FM100.3, 103.5 The Arrow), iHeartMedia (Talk Radio 105.9 KNRS, KODJ 94.1, 97.1 ZHT), Cumulus (B98.7, KBER 101, 93.3 The Bull) and Broadway Media (X96, ESPN 700). None publish rates. Contracts in the FCC public file show KSL NewsRadio at $100 to $200 a spot on weekdays in 2024 and FM100.3 at $60 for a 30-second spot, so four weeks of weekday ads on one big station costs a few thousand dollars or more.
When you call about a radio ad here, you are almost always calling one of four companies. Each sells a group of stations, and a rep will usually try to sell you two or three of them together. The FCC license records list who holds each license; the stations' own websites confirm the company that runs them.
Bonneville International is headquartered in Salt Lake City. Its stations here are KSL NewsRadio (1160 AM and 102.7 FM), FM100.3 (KSFI) and 103.5 The Arrow (KRSP), and Bonneville also lists KSL Sports Zone 97.5 with its Salt Lake stations. iHeartMedia holds the licenses for Talk Radio 105.9 and 570 AM (KNRS), KODJ 94.1, 97.1 ZHT, KJMY 99.5 and Rock 106.7. Cumulus Media runs B98.7 (KBEE), KBER 101, 93.3 The Bull (KUBL), KENZ 94.9, KHTB 101.9 and KKAT 860 AM. Broadway Media holds X96 (KXRK 96.3), KUDD 105.1, KUUU 92.5, KYMV 100.7, KNAH 101.5 and ESPN 700 (KALL).
Public radio sells airtime too, but calls the ads sponsorships. KUER 90.1 is licensed to the University of Utah, and an outside firm, Market Enginuity, handles its sponsorship sales.
| Company | Salt Lake stations | How to reach sales |
|---|---|---|
| Bonneville | KSL NewsRadio 1160 AM / 102.7 FM, FM100.3, 103.5 The Arrow, KSL Sports Zone 97.5 | Forms on each station's Advertise page and info.ksl.com |
| iHeartMedia | KNRS 105.9 / 570 AM, KODJ 94.1, KZHT 97.1, KJMY 99.5, KAAZ 106.7 | Advertise link on each station site, or 844-844-4432 |
| Cumulus Media | KBEE 98.7, KBER 101.1, KUBL 93.3, KENZ 94.9, KHTB 101.9, KKAT 860 AM | Through the station sites |
| Broadway Media | KXRK 96.3, KUDD 105.1, KUUU 92.5, KYMV 100.7, KNAH 101.5, KALL 700 AM | Form on espn700sports.com/advertise and the other station sites |
| University of Utah | KUER 90.1 (public radio) | Sponsorship sales through Market Enginuity |
Nielsen measures Salt Lake City radio with pocket meters that a panel of listeners carries all day, and ranks it the 27th largest radio market in the country, with 2,149,000 people in the survey area. Radio-Online republishes the monthly shares for stations that pay for Nielsen data. A share is the percentage of everyone listening to radio at a given moment who is tuned to that station.
In the September 2026 survey, the ten biggest stations on that list were 103.5 The Arrow at 7.7, X96 at 6.5, KBZN at 6.2, FM100.3 at 6.2, KSL NewsRadio 1160 AM at 6.0, KODJ at 5.4, KSOP at 4.9, KUDD at 4.4, KYMV at 3.6 and KNRS-FM at 3.4. KUER, the public station, had 1.9.
The Cumulus stations, including 93.3 The Bull and KBER 101, do not appear on that list at all, because it only covers stations that subscribe to Nielsen. A Cumulus rep will have other audience numbers to show you. Ask where those numbers come from.
No Salt Lake station publishes prices, but every station keeps a public file with the FCC, and political and issue ad contracts go in it with the rate for every spot. Those are the most concrete local prices you can get without a sales call. Here is what four 2024 Bonneville contracts and invoices show.
| Station | Ad | Time of day | Rate per spot | Advertiser and dates |
|---|---|---|---|---|
| FM100.3 (KSFI) | 30 seconds | Weekday 6 to 10 a.m., 10 a.m. to 3 p.m., 3 to 7 p.m. | $60 | Utah Republican Party, Feb. 26 to Mar. 5, 2024 |
| KSL NewsRadio | 60 seconds | Weekday rotation, 6 a.m. to 7 p.m. | $200 | Utah Ophthalmology Society, Feb. 2024 |
| KSL NewsRadio | 60 seconds | Weekday 6 to 10 a.m. / 3 to 7 p.m. | $165 / $150 | Jason Walton for Senate, May 8 to 11, 2024 |
| KSL NewsRadio | 30 seconds | Weekday mornings, midday, afternoons | $100 to $165 | Celeste Maloy for Utah, May 6 to June 23, 2024 |
Add up whole schedules, not single spots. The FM100.3 contract ran 28 thirty-second spots over eight weekdays for $1,680. The seven-week KSL NewsRadio schedule ran 105 thirty-second spots for $11,125. A four-day KSL burst of 19 sixty-second spots cost $3,000.
Candidate prices can be lower than what you will pay. Federal rules say a candidate pays no more than the station's lowest rate during the 45 days before a primary and the 60 days before a general election. Utah's 2024 primary was June 25, so part of the Maloy schedule fell inside that window. Treat the candidate rates as the floor. The Ophthalmology Society spot was an issue ad, not a candidate ad, and it paid $200 a minute.
Two of the contracts went through ad agencies, and both show the agency keeping 15% of the gross. On the FM100.3 order, $1,680 gross became $1,428 to the station. If you buy direct, ask whether the rate you are quoted already assumes that commission.
These are 2024 rates. Ask the rep for this year's numbers, and ask whether November and December cost more on FM100.3, which calls itself Utah's Christmas music station.
Go to the FCC's public file site, search the call letters (KSL, KSFI, KNRS, KXRK), open the Political Files folder and pick the most recent year. Open a contract or invoice and look for the daypart (AM Drive, Midday, PM Drive), the length (:30 or :60) and the rate column. Bring two or three of those numbers to your first meeting with a rep, so you are not hearing a price for the first time.
Each owner sells more than recorded commercials.
103.5 The Arrow sells 5, 15, 30 and 60-second ads, and it will send its on-air hosts to your shop for a live broadcast. FM100.3 sells sponsorships, giveaways, endorsements read by its hosts, and remote events. KSL sells streaming audio ads that play during its podcasts and online radio streams. Broadway Media's ESPN 700 form lists radio, billboards, digital and events as separate products.
Big Salt Lake stations reach the whole Wasatch Front. Several are licensed to Provo, Ogden or American Fork, and FM100.3 sells itself as reaching listeners across the Wasatch Front. That suits a business that serves everyone from Ogden to Spanish Fork: an injury lawyer, a car dealer, a furnace company, a furniture store.
It suits a single dry cleaner in Murray poorly, because most of the people hearing the ad live too far away to drive over. For a business like that, compare radio with the options in our guide to where to advertise in Salt Lake City, which covers Google, Meta, billboards and direct mail with prices.
One spot a week is easy to miss. If your budget only covers 10 spots, run them on one station in one week instead of spreading them across a month, or spend the money somewhere else.
Ask the rep whether the station will write and voice your spot and what that adds to the bill. Keep the script to one offer, say the business name at least twice, and give listeners one thing to remember: a short web address or a phone number that spells a word. Use a separate phone number or promo code for the radio ad so you can count the calls it brings in.
If you would rather hand the whole thing to someone, our list of advertising agencies in Salt Lake City includes shops that buy local media. Our free AI 101 class shows how to draft scripts and track results with AI tools.
If a few thousand dollars a month on one station is too much, a local email newsletter reaches people who signed up for local news. We publish The Salt Lake Valley, a free newsletter for Salt Lake County that sends Monday, Wednesday and Friday, and we sell the ads in it, so weigh this with that in mind.
On October 29, 2026, The Salt Lake Valley had 2,450 subscribers. That is a small fraction of a big radio station's audience, but every one of them asked for Salt Lake County news. Each issue carries three ad spots and we write the copy. The Closer is $149 a month for the closing spot in four issues, Neighbor is $179 a month for a text mention in two issues, and Local Favorite is $539 a month for the top image ad plus a mention and a closing spot. A Local Directory listing is $49 a month. If you need to reach the whole Wasatch Front this week, radio or Google will do that and we will not.