6-18-13
There's a new revolution in radio today. It's the invasion of Sports Talk Radio. We're starting to see Sports Talk like KNBR in San Francisco and the HUB in Boston dominate in the ratings, especially with men 25-54. I recently spoke to several of the Sports PDs making this format score big. As you read some of their comments take note of a common thread on why they are #1 in their markets.
Here are the SILEO "FAB 5" SportsTalk Stations:
1. KNBR - PD Lee Hammer
"There?s no doubt the San Francisco Giants have really helped KNBR. At the same time, however, there are no games in morning drive or 9 a.m.-noon, and we?re number one in those dayparts as well. I believe our ratings and sales success is a combination of the talent, the on-air imaging, the production, our marketing and promotion, and our ability to connect with the audience. As you know, our on-air moniker is ?The Sports Leader? and I think people in the Bay Area have come to know that if you want to talk Giants, (or Warriors or 49ers) or anything else for that matter dealing with sports, KNBR is the destination. I like to use the analogy that when people think TV sports networks, they think ESPN. When people think search engines, people think Google. And in the San Francisco Bay Area, when people think sports radio, they think KNBR. We?re not just a radio station, we?re a brand."
2. The Ticket Dallas - PD Jeff Catlin
"As you can imagine, its not one answer or one simple thing, or everyone would do it. But the short answer is that it's the talk show hosts/talent, the stability they have had at the station and the relationship each show has been able to build with their audience. There's no barrier between the station's hosts and the listeners--we just happen to have the transmitter. That bond is very strong. One could say that the relationship with the audience is so strong that it leads to lineup stability, or the flip side is that the lineup has been so stable which allows time for that relationship to build. The other thing is that all the shows and show hosts like each other, get along with other, and root for each other for the betterment of the station and to the benefit and entertainment of the audience audience."
3. The "Sports Hub" Boston - PD Mike Thomas
"Here are some of my brief thoughts:
*We were the first FM sports station in Boston.
*We have exceptional talent that have gained the loyal following of Boston sports fans.
*We targeted the younger sports radio fans and they were the early adopters.
*The Bruins and the Patriots are the two hottest teams in town and we are the flagship for both."
4. The Ticket Detroit - PD Jimmy Powers
"There are many variables that I feel make us successful. I think local content that is relevant to the masses is vital. Not only sports topics, but topics that listeners can relate to or have an opinion on. The topics need to be set up and delivered in a compelling fashion by knowledgeable hosts who are well versed in many areas."
5. WIP-Philadelphia - PD Andy Bloom
Andy was on vacation but I know him and he has done such a great job at not only making the transition from AM to FM in Philly, but because of the FM signal now, WIP is able to attract the younger listener because of being on the FM band...but also it doesn't hurt that they are in one of the best Sports Talk radio markets in the country and they are the Sports Radio brand for Philly.
As you can see, there are many reasons that these Sports Talk radio stations have great success. It all begins with great PDs and, of course, the awesome talent these stations have. Together they've made these stations some of the biggest brands in radio today.
They are the Gold Standard of SportsTalk radio, in my humble opinion.
