Owned and operated by The Meruelo Group, Power 106’s hip-hop format reaches more than 2.8 million listeners weekly; the audience is as diverse as Southern California’s general population. However, residents of communities north of the market, in the mountainous region, do not receive broadcast signals from the main antenna farm located on Mount Wilson, meaning cities such as Lancaster and Palmdale are not covered.
“MaxxCasting will improve our signal reach and open up our ability to increase revenues by reaching the large populations on the other side of the San Gabriel Mountains,” said Tomas Trujillo, SVP of finance and operations at Meruelo Media. “As the first station in the market to reach listeners north of the market, we also see this as a competitive advantage for advertisers trying to reach the northern communities.”
“More than 80 percent of all FM stations have impediments to utilizing their fully authorized coverage, which impacts their ability to reach listeners and secure ad dollars. KPWR is no exception,” said Paul Littleton, chief technology officer at GeoBroadcast Solutions. “The MaxxCasting framework will increase KPWR’s over-the-air and digital coverage and PPM decodability and have a significant impact on growing new audience, ratings and revenue for the station. We are pleased to be able to help provide Power 106 the tools for growth.”