Audacy’s hot AC “Mix 96.5” KHMX Houston is taking a victory lap following the engagement last week of Taylor Swift to NFL star Travis Kelce, a moment when the station capitalized on the immediacy of radio as well as the medium’s unmistakable power to create community.
When the couple announced their plans via Instagram, KHMX’s Jessie Watt sprang into action, surprising listeners by launching a Taylor Swift hour. But there was more to come.
“Later that afternoon, an ‘invitation’ went out on social media for a second Taylor Swift party at 5:00 PM,” Audacy explains in an Insights post written by Reggie Shah, the company’s Senior Director of Research & Insights. “Hosted by Jagger, this official one-hour Taylor takeover featured her biggest hits, deep cuts, and fan favorites.”
The fast action generated results, Audacy says: While market listening was down in key demos, “Mix 96.5” saw big gains across the board vs last week. Millennials 18-34 were up a whopping 39% while the rest of the market declined 17%. Listeners 55+ — who aren’t part of Swift’s core fan base — saw a 40% lift, and teens were up 27% vs. the market’s modest 7% rise.
“This takeover was more than just a playlist,” Audacy says. “It was a live event that connected the Swiftie fandom with the city of Houston. Jagger set the pace, guiding listeners through a one-hour celebration that everyone shared at the same time. Whether you were a die-hard fan or just joining the fun, it felt like Houston came together to celebrate Taylor’s big day on the air.”