Station Profile

Format & Call Letters

Red Dirt Country- HNAH FM HD2

Format Description

99.7 The Rooster's Red Dirt music format has Oklahoma values. It's natural and honest, and about real life. Red Dirt is a music genre that gets its name from the color of soil found in Oklahoma. 

99.7 The Rooster's Red Dirt format has been described as a mix of folk, rock, country, bluegrass, blues, Western swing, and honky-tonk, with even a few Mexican influences. Some define Red Dirt music as "country music with an attitude". Others say it's a state of mind as much as it is a sound – a sound that successfully closes the gap between rock and country.

99.7 The Rooster is the region’s only Red Dirt Country Station in the area. The format features huge growth in country music where its’ popularity skyrocketed.

99.7 The Rooster targets affluent listeners 18 to 54 years old with the core audience in the 2 to 54 demographic.

The Country Music format year to year continues to remain one of the most popular music formats in America today and one of the best performing formats for advertisers.

99.7 The Rooster listeners tune in to hear the biggest Texas Country artists such as Josh Abbott Band, Cody Johnson, Turnpike Troubadours, Cody Jinks, Whiskey Myers, Randy Rogers Band, Casey Donahew, Wade Bowen, Parker McCollum, Kevin Fowler, Reckless Kelly, Flatland Cavalry, Jason Boland & the Stragglers, Sam Riggs, Kyle Park, Curtis Grimes, Ray Wylie Hubbard, Bart Crow, Koe Wetzel, Shane Smith & the Saints, Zane Williams, Roger Creager, Cory Morrow, Micky & the Motorcars and many more.

The 99.7 The Rooster Country music format is quickly becoming popular for listeners at work.

99.7 The Rooster allows advertisers to reach a large affluent active consumer group in their prime spending years that can’t be reached with any other station.

Demographic Profile

99.7 The Rooster has a wide demographic appeal with consumers who have purchasing power!

Age Composition: 99.7 The Rooster targets Affluent Baby Boomers in the 50-68 and 25-54 age group. Most Country Radio listeners in America fall into the 25-64 age group. 

- Over 20% of Country listeners in America are adults 45 to 54 years old.
- Over 16% of Country listeners in America are adults 55 to 64 years old.
- Almost 15% of Country listeners in America are adults 35 to 44 years old. 
- Over 15% of Country listeners in America are adults 25-34 years old.
- Over 15 % of Country listeners in America are adults 65+.

Gender: Country listeners in America have approximately a 50/50 split between males and females.

Occupation:99.7 The Rooster listeners are employed as Farmers, Ranchers, Owners, Managers or Professionals, employed as Tradespeople, employed in the Sales and Service industry, and are employed as Administrators or Clerical staff.

Household Income: 99.7 The Rooster listeners have high earning power.

- Over 25% of Country listeners in America have an income of over $75,000.
- Almost 25% of Country listeners in America have an income of $50,000 - $74,999.
- Almost 30% of Country listeners in America have an income of $25,000 - $49,999.

Education: 99.7 The Rooster listeners are well educated. The majority have attended or graduated college. 

Investments: 99.7 The Rooster targets listeners who have high incomes and invest in real estate, mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activity: 99.7 The Rooster attracts listeners who actively participate in exercise and fitness, boating, biking, golfing, hunting, ATVing, camping, hiking on weekends. These listeners dine out frequently, attend local and regional sporting events and concerts.

Market your business to thousands of potential new customers each week with 99.7 The Rooster.

99.7 The Rooster Listeners Have Purchasing Power

99.7 The Rooster targets affluent consumers with high disposable income.

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

99.7 The Rooster is committed to delivering the best value for advertisers today delivering an audience in their prime purchasing years.

Lifestyle Profile

99.7 The Rooster listeners are in their prime earning and spending years.

99.7 The Rooster targets homeowners. A huge category with these consumers is home improvement.

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

The 99.7 The Rooster is targeted to reach active consumers in their prime spending years.