Station Profile

Format & Call Letters


Format Description

XM105 FM's Country format from year to year continues to remain one of the most popular music formats in Canada.

CarrieUnderwoodXM105 FM serves a large dynamic, young and growing audience with a 42,000-watt transmitter covering much of the Woodlands, Yellowhead and Greenview regions of Northwest Alberta.

For much of our coverage area, XM105 FM is the only FM station in the area offering a Hot Country music format appealing to a loyal and growing audience aged 18-54. 

Artists: Listeners tune into XM105 FM to hear artists such as Lady Antebellum, Tim McGraw, Zac Brown Band, Keith Urban, Kenny Chesney, Taylor Swift, Brad Paisley, Patty Loveless, Toby Keith, George Strait, John Michael Montgomery, Miranda Lambert, Carrie Underwood and many more. 

Every afternoon Monday-Friday, listen to our spotlight on Canadian Artists with Cal Gratton on the award-winning Canadian Coast to Coast.XM105 FM is proud to feature Canadain artists like Paul Brandt, Terri Clark, Carolyn Dawn Johnson, and Brett Kissel.

Over 3.8 million (13%) Canadians 12+listen to Country music weekly. On average, this group will listen for a total of 23.2 hours a week.

couple shopping no3dDemographic Profile

The typical XM105 FM listener is between the age of 25 and 59 representing almost half the 125,000 people in the northeast and central Saskatchewan.

Age & Gender: XM105 FM's core audience aged 25 to 44 (slightly more female than male)

Gender: XM105 FM has slightly more females than males.

Household Income:Most of XM105 FM's listeners are employed and have high household incomes that are above average as compared to other Canadian households.

80% of XM105 FM’s listeners are employed and living in a household that is earning over $97,000 annually with almost - - $78,000 disposable income. This is projected to increase by 20% in the next 5 years.

couple 16

- 22% of Country listeners have a household income over $100,000.
- 14% of Country listeners have a household income of $75,000-$95,999.
- 13% of Country listeners have a household income of $60,000-$74,999.
- 21% of Country listeners have a personal income of $40,000 - $59,999.

Almost a quarter (21%) of Country listeners are employed as Owners, Managers, or Professionals.

Marital Status

67% of Country listeners are married or living in a common-law relationship.
19% of Country listeners are single.
20% of Country listeners have children under the age of 12 in their household and 19% have teenagers.

XM105 FM's listeners are the ideal consumers with lots of money to spend. Total retail expenditures for Saskatchewan are projected at $16.3 Billion for 2012 - $2.3 billion will be spent by listeners in our prime coverage area.

Lifestyle Profile

XM105 FM targets homeowners.

Almost three quarters (74%) of Country listeners in Canada own their home and 41% spent $1,000‐$9,999 on home improvements in the past two years. A huge category with these consumers is home improvement and home decorating.

construction 15Home 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 project(s)
XM105 FM's listeners are in their prime earning and spending years.

Spending: XM105 FM's listeners have high household incomes and are above average consumers in these categories: 

woman carkeys 3Spent $40,000.00 or more on new vehicles in the past two years.
Spent $1,000.00 + on electronics in the past year.
Spent $1,000.00 + on computer equipment in the past year.
Spent $1,000.00 + on women's clothing in the past year.
Spent $1,000.00 + on sporting goods in the past year.
Spent $1,000.00 + on appliances in the past year.
Shopped at a jewelry store in the past year.
Consumed beer 7 to 12 times in the past week.
Consumed spirits/liquor 4 to 6 times in the past week.
couple dinnerAttended sporting events 7 or more times in the past year.
Attended theatre/ballet/opera 7+ times in the past year.
Attended Movies 7+ times in the past year.
Attended Casinos 7+ times in the past year.
Attended Bars or Clubs 7+ times in the past year.
Restaurants: Fine dining 5 or more times monthly
Restaurants: Family dining 5 or more times monthly

Financial Services/Investments: XM105 FM targets listeners who have high
incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

man 4

34% Have personal overdraft protection.
33% Have mutual funds.
27% Have savings/investments over $100,000+
21% Have GICs.
13% Have RRIFs

XM105 FM's listeners are 12% more likely than the average Canadian to have more than $100,000 in savings or investments. Just over half (51%) shopped at a shopping mall in the past month.

XM105 FM listeners represent half the population that is expected to spend over $306 million with a 15% increase expected over the next 5 years.

XM105 FM Listeners

electronics 9

XM105 FM is one of the most powerful performing formats for advertisers today!

- 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 skin care products.
- Enjoy going out to restaurants often every month. Over 50% go out more than 5 to 6 times a month.
- In the past year purchased men and women's clothing, infant and children clothing, men's and women's shoes and accessories.

Activities: XM105 FM attracts listeners who are very active participating in exercise and fitness, cross-country skiing, downhill skiing, hockey, ice skating, snowmobiling, gardening, arts/craft, boating, biking, golfing, fishing, camping, hiking, and going to the cottage on weekends. These listeners dine out frequently, attend local and regional sporting events and concerts.

Listening Patterns

The typical XM105 FM listener is likely to spend up to 23 hours a week listening.

woman headphones 3

Our listeners typically listen to XM105 FM every day of the week.

Our listeners are likely to spend more than 60% of their listening while in the car and at work

47% of Country listeners in Canada are heavy users of radio and are 37% more likely than the average Canadian to fall into the heavy listening radio category.

Just over two thirds (67%) of Country listeners in Canada tune into radio each weekday. This is on par with television and out-delivering all other major media.

The majority (84%) of Country listeners in Canada tuned into Radio yesterday.
Source: Statistics Canada, Financial Post Markets Reports, Numeris

Get more customers and increase sales with XM105 FM.

XM105 FM Mornings

whitecourt 200Jerad Bowes heads up the XM105 FM on-air weekday mornings with great Country Music from 5:30 to 10:00 AM.

Andrew Peard and Lynden McBeth keep XM105 FM listeners up-to-date with all the local news, sports, weather and information about important events in their hometowns. 

Jesse Evers has hot country music and loads of local information for afternoon listeners on XM105 FM.

Andrew Peard is the radio “voice” of Wolverines Hockey all season long on XM105 FM.

Keeping our large Farm Audience informed, XM105 FM’s  Alice McFarlane gives our listeners need-to-know agricultural news, reports, and information throughout the week.

XM 105 FM's Coverage Map

In addition to great Country Music, XM105 FM provides LOCAL news, weather sports and community information to reflect the leisure, culture and business interests of numerous communities including:  

Whitecourt Edson Mayerthorpe
Barrhead Swan Hills Fox Creek
Sangudo Lisburn Cherhill
Glenevis Stanger Evansburg
Wildwood Granada Nojack
MacKay Niton Junction Carrot Creek
Peers Haddock Two Creeks
Blue Ridge Greencourt Lone Pine
Fort Assiniboine Camp Creek Birch Grove
Meadowview High Ridge Tiger Lily

WhitecourtCIXM Map

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