100.3 The X
"The X Rocks"
74% male audience. Top ages 25–54. 80% employed, 77% homeowners, 61% earn $75,000+. Nearly $870 million in annual spending power. Top-rated station in the Boise market to reach adult men.
Rock radio reaches a lucrative audience in Boise.
54,100 weekly listeners. Source: Nielsen Radio, Fall 2025, Boise DMA, Adults 18+, Mon–Sun 6am–12am.
Dominated by adults 25–54 — the most sought-after buying demo.
Active households with money to spend.
The X audience skews heavily male, employed, and family-oriented — with strong concentration among home improvement buyers and discretionary spenders. Ideal for trades, hardware, automotive, and home services.
The Boise Business Advertising Guide
A practical guide to planning and budgeting local advertising in the Treasure Valley — channels, costs, and how to evaluate what's working.
100.3 The X
The X is out there.
About 100.3 The X
What format does 100.3 The X play?
Modern Rock — new and current rock with an edge. The station has been part of the Boise market for over 25 years and is known locally by its tagline "The X Rocks."
Who are the on-air hosts?
Mornings are hosted by Nic and Big J on The Morning After, Monday through Friday 6am to 10am. Jason Drew handles middays from 10am to 3pm. Adam McGuire is in afternoon drive from 3pm to 8pm. Big J returns for Saturday mornings, and Liv hosts Sunday mornings from 7am to noon.
How large is The X's audience?
54,100 adults 18 and older tune in each week across the Boise DMA. Source: Nielsen Radio, Fall 2025, Boise DMA, Adults 18+, Mon–Sun 6am–12am.
What businesses advertise on The X?
The X skews 74% male, 77% homeowners, and 80% employed. It performs well for trades, hardware, automotive, home improvement, and any business targeting working adults with real buying power. Listeners are 61% more likely than the market average to have purchased from a home improvement store in the past year.
How do I run an ad on 100.3 The X?
Call Lotus Boise Corp at 208-344-3511 or reach out through lotusboise.com. A local rep will walk you through format options, scheduling, and how to pair radio with digital for even more reach.
Does The X have a digital presence?
Yes. The X is active on Facebook at facebook.com/XRockBoise and Instagram at instagram.com/xrockboise. Advertisers can also extend their campaign with Lotus Digital products like online audio, streaming TV, and paid social — all managed by the same local team.
How much does it cost to advertise on 100.3 The X?
Campaigns are priced based on schedule length, daypart, and frequency. There's no published rate card — the right investment depends on your category, your goals, and how often you need to reach your audience each week. A local rep will put together a recommendation based on what you're trying to accomplish. Call 208-344-3511 or send a message.
Is there a minimum commitment to advertise on The X?
Schedules can be as short as four weeks, though shorter runs rarely build enough frequency to move the needle. Most campaigns that show results run for at least three months. We can structure something around your timeline and revisit from there.
Reach 54,100 Treasure Valley listeners every week.
Talk to a local rep about building a campaign on 100.3 The X — or pair it with digital for even greater reach.