Reel Back Next
"KPLX- 'THE WOLF'"
Dallas
99.5 THE WOLF - A HOWLING SUCCESS!
Dallas / Fort Worth is the biggest country listening market in the universe. KPLX won the country battle for much of the 1980's, with it's signature 'Flex Your Plex' TV campaigns. However, rival KSCS has been the leader for the past decade. Ten years of being #2 was enough to make Susquahanna try harder, so KPLX recently relaunched as TEXAS COUNTRY, 99.5 THE WOLF, and called on Rosler to invent a new kind of TV approach that would reflect the totally 'Texas' attitude of the station and the music. If you've ever lived or spent time in Texas, you know what I'm talking about...bigger, better, louder, prouder.
Working closely with WOLF management and Operations Director Brian Phillips, Rosler shot 16mm film in Dallas & Fort Worth exteriors (105 degrees is hot, even for Texas!), as well as numerous interiors at Billy Bobs Texas nightclub...filming nuns riding the bull, a bathroom cowboy, bar-b-q and bald guys, longhorns and Lone Star flags. Somewhere between the fun of shooting and the ongoing laughter in editing, we knew we had a winner.
Here's proof that The WOLF is now #1:
(from most recent Arbitron) 12+ Mon-Sun WOLF (KPLX) 4.0 > 4.7 KSCS 4.7 > 4.3 KYNG 2.5 > 2.4
25-54 Mon-Sun WOLF 3.9 > 5.0 KSCS 4.1 > 3.2 KYNG 2.4 > 2.2 18-34 Mon-Sun WOLF 5.1 > 5.8 KSCS 4.1 > 3.2 KYNG 2.4 > 2.2
With the release of the October Arbitrend, The WOLF has ended KSCS's ten-year run as the #1 Country Station...WOLF is now ranked #1 in virtually all demos and day parts vs KSCS & KYNG. WOLF's 4.7 12+ ranking locks it in a 3-way-tie for the #4 position in the overall market. In the total market, WOLF rose to #4 25-54 & #5 18-34. WOLF's October CUME of 528,000 makes it the most-listened-to country station in D/FW, and also #1 in Texas. #1 in Texas - Wow, that's worth repeating! Check out The WOLF spot right now - click on and see a howling success! (if the Voice of Texas Country sound familiar, it's Barry Corbin, the great Astronaut character from the hit TV series Northern Exposure!)
Rosler Creative
Peter Rosler
88 Howard Street #2307
San Francisco, CA 94105
800 707-1414 (voice)
415 896-1414 (voice)
E-mail: peter@roslercreative.com
© 2008 Rosler Creative