Modern Rock · Boise, ID · Over 25 Years in the Market

100.3 The X

"The X Rocks"

Boise's top-rated station for reaching adult men. A working, spending audience that tunes in for an average of 4½ hours every week — the longest average tune time of any Lotus station.

62,700
Weekly cume · Nielsen P12+ DMA
Audience Profile

Rock radio reaches a lucrative audience in Boise.

77%
Homeowners
61%
Earn $75,000+
80%
Employed
56%
Some college
49%
Family size of four or more
28%
One or more children under 12
Gender:
26% Female
74% Male
$870M
Nearly $870 million in potential annual spending power among The X's weekly audience
Age Breakdown

Dominated by adults 25–54 — the most sought-after buying demo.

9%
18–24
28%
25–34
20%
35–44
21%
45–54
14%
55–64
8%
65+
Why Advertisers Choose The X

Active households with money to spend.

The X audience skews heavily male, employed, and family-oriented — with strong over-indexing on home improvement and discretionary spending. Ideal for trades, hardware, automotive, and home services.

55%
More likely than the market average to buy carpeting or flooring in the next 12 months
61%
Purchased items from a home improvement store in the past year
4½ hrs
Average weekly tune-in time — the highest of any Lotus Boise station
62,700
Weekly cume — the largest audience of any Lotus Boise station (Nielsen P12+ DMA)
On-Air Lineup

100.3 The X

Nic Big J
The Morning After
Nic & Big J · Mon–Fri · 6a–10a
Jason Drew
Jason Drew
Mon–Fri · 10a–3p
Adam McGuire
Adam McGuire
Mon–Fri · 3p–8p
Big J
Big J
Saturday · 6a–12p
Liv
Liv
Sunday · 7a–12p
In The Community

The X is out there.

100.3 The X booth at a Treasure Valley community event
100.3 The X · Out in the Treasure Valley
Our Other Stations
94.9 The River
94.9 The River
Adult Album Alternative · 34,700 weekly listeners
 107.1 Hank FM
107.1 Hank FM
Classic Country · 36,600 weekly listeners
 105.1 Jack FM
105.1 Jack FM
Adult Hits · 46,500 weekly listeners
Insights for This Audience
Why Radio Works for Auto Dealers → Why Radio Works for Retail Businesses → What Nielsen Audio Ratings Actually Tell You →
Common Questions

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?

62,700 adults 18 and older tune in each week across the Boise DMA, making it the largest audience of any Lotus Boise station. Nielsen Audio measures this as weekly listeners: every unique listener who tuned in for at least five minutes during the week.

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.

Reach 62,700 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.

Let's run the numbers → Visit XRock.com →