KLO-FM Switched to All-Christmas Music in Salt Lake City
The station transitioned to its holiday format to compete directly with local rival KSFI.
Updated on Sept. 28, 2026 in Holiday Music
Live Poll
Do you enjoy hearing Christmas music on the radio before the month of October begins?
Salt Lake City station KLO-FM, branded as Coast 103.1, has switched to an all-Christmas music format. The station is aiming to challenge the dominance of Bonneville AC FM 100.3 KSFI in the local market.
Why it matters
The change is a strategic move to capture market share from the established holiday radio leader in the Salt Lake City area. KLO-FM intends to attract listeners by offering daily three-hour blocks of commercial-free holiday music.
KLO-FM held a 2.4 share in the Holiday 2025 Nielsen Audio ratings, significantly trailing market leader KSFI, which recorded a 15.8 share for the same period. KSFI previously reached an 18.5 share during the Holiday 2024 season.
The players
KLO-FM
This Salt Lake City radio station, branded as Coast 103.1, is owned by Capital Broadcasting.
KSFI
This is a Bonneville AC FM station that has historically dominated the Salt Lake City market in holiday radio ratings.
Capital Broadcasting
This is the parent media company that owns and operates the Salt Lake City radio station KLO-FM.
KJMY
This is a local radio station that recorded a 7.3 share in the Holiday 2025 Nielsen Audio ratings.
The details
Coast 103.1 is scheduling three hours of commercial-free music daily between 9am and 12pm under the branding Christmas 103. The station, which is owned by Capital Broadcasting, has confirmed it will not perform a format flip after the holiday season concludes.
Timeline
KLO-FM began playing all-Christmas music in September 2026.
KLO-FM changed its format to Coast 103.1 on October 7, 2025.
KSFI reached an 18.5 share during the Holiday 2024 Nielsen rating period.
Industry Dynamics
The transition to holiday music in September mirrors broader radio industry trends where stations utilize early seasonal flips as a competitive stunt. This strategy follows historical precedents like the 2013 holiday stunt launch in Albuquerque and seeks to disrupt listener loyalty before rivals fully engage their seasonal lineups.
Listeners in Salt Lake City can now access 24/7 holiday programming on the 103.1 FM frequency. The station is providing a daily window of commercial-free music from 9am to 12pm, offering a specific alternative for those avoiding advertisements during their morning routine.
The takeaway
Radio stations often deploy early holiday programming as a calculated effort to build early-season listener habits. Residents who enjoy early seasonal music may find this transition provides a new listening option throughout the fall.
Further reading
For more on seasonal radio trends, visit the Holiday Music section.
Source note: This article includes information reported by RadioInsight.
Live Poll
Do you enjoy hearing Christmas music on the radio before the month of October begins?
