Its brand is "93.3 KOB-FM - The #1 Hit Music Station." The station plays today's top hits with each song ending with a "pop tag" in which a female voice names the artist and song title. Its Rhythmic rival KKSS has also started doing this as well.
For much of its existence, KKOB-FM had an adult contemporary or hot adult contemporary format. KKOB-FM's first shift to mainstream top 40 came in 1999 playing "Today's best music" rivaling the newly launched KCHQ-FM "Channel" 105.1 which had returned mainstream top 40 to the local market after a six year absence. Both stations were often head-to-head in the ratings until late 2000 when KCHQ had shifted to an 80's hits format. However in January 2001, KKOB would also switch to an 80's format putting the two stations in competition once again. KKSS, which had been facing a fierce rhythmic battle with KYLZ-FM "Wild 106", would become the areas mainstream top 40 outlet a few weeks later, but in November 2002, KKSS was sold to Hispanic Broadcasting and had returned to rhythmic top 40. KCHQ had dropped the 80's format in the Fall of 2001 but the format continued to lose steam on KKOB. Therefore on Christmas Day 2002 the station would return to the top 40 format and had also returned to using the three letter 'KOB' ID in its branding.