98.9 The Vibe posts 38% ratings boost following rebrand

KEARNEY, NE — A Tri-Cities radio station is seeing the benefits of a recent format change.

KKPR-FM posted a 5.5 rating in Nielsen’s spring 2022 market report, a 38% increase from the station’s 4.0 rating in fall 2021. The jump in ratings coincides with the station’s rebrand as 98.9 The Vibe - The Tri-Cities Greatest Hits. The new format launched on April 1, which was midway through the ratings period.

“I am so impressed by The Vibe’s rapid growth,” General Manager Jessie Johnson said. “The latest ratings reflect our hard work, great music and loyal listeners.”

In conjunction with the rebrand, KKPR launched the morning show Murphy in the Morning with Tim. The show stars Jason Murphy, who returned to the market four years after hosting its top morning show.

“The Vibe just got an A+ on its report card, which is much better than I ever did in school,” Murphy said.

Flood Communications purchased KKPR’s parent company, Platte River Radio, in November. Flood also rebranded KLIQ-FM as Fiesta 94.5 and started playing a regional Mexican format. That station nearly doubled its rating from 1.6 to 3.1 from fall 2021 to spring 2022.