Connoisseur Media is making a big move in the Bay Area. Starting July 22 at noon, Classic Rock 98.5 K-FOX exits its primary signal after a $2 million license sale.
What We Know: K-Love Inc. is acquiring 94.5 KBAY Gilroy/San Jose, triggering a full-market shuffle. Bay Country 94.5 shifts to the 98.5 KUFX primary signal. Classic Rock K-FOX moves to 98.5 KUFX-HD2 and 99.7 KMVQ-HD3 San Francisco. The transition launches Wednesday, July 22 at 12pm.
What’s at Stake: K-FOX held a strong 5.3 share in San Jose and a 1.9 in San Francisco as of June 2026. Both are meaningful numbers for a station being pushed to HD. Meanwhile, KBAY slipped from a 4.2 to a 3.4 last month in San Jose. Cumulus Media’s 107.7 The Bone remains a direct competitor in both markets.
What Remains Unclear: It’s uncertain how K-FOX’s loyal Classic Rock audience responds to an HD-only future. HD penetration remains limited, raising questions about reach and retention. Additionally, whether KBAY’s recent ratings dip signals a trend — or just noise — is still worth watching.
What It Means: Connoisseur is making two simultaneous bets here. First, that country radio has more commercial upside on a full-power FM signal in the Bay Area. Second, that K-FOX’s Classic Rock audience is sticky enough to follow the brand to HD. Classic Rock listeners skew older and tend to be format-loyal — but HD adoption remains limited. If either assumption is wrong, this move could backfire fast. Watch the next few ratings books closely.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.