Sports programming is increasingly expanding from Sports-only stations onto other formats. How does your station handle the influx of new programming from a different realm of radio? Mike Bettelli runs down a list of ways to promote your station and the rest of your programming around and during the game itself, as well as different and unique ways to attach your station to the local teams.
Mike Bettelli
By: Mike Bettelli, Partner/Consultant
The New Broadcast Partners
It happens in every market in America (and probably most other countries, too). The local, regional or national sports team has found a home on your radio station. Whether it’s the West Virginia Mountaineers, Cincinnati Reds, Chicago Bears or your local high school team – the commitment to air play by play sports is seen by most program directors as one step up from Sunday morning ethnic music shows! If you are a music station you won’t be playing the songs your listeners expect. If you are all news – the breaking stories and updates will have to wait. Talk stations may end up bumping their highest rated daypart. Even all sports stations will be compromised because the shows listeners have tuned in for every evening (or day) are suddenly not there. To add insult to injury with so many sports contests on network or cable TV you may be competing against some slick production on huge flat screen TVs! There’s even the satellite radio category that is competing with you for audience of every NFL and Major League Baseball game. Ready to throw in the towel?
The Upside
There is a bright side to sports broadcasts on your station. Remember that the true fans of the team you are carrying will make an appointment to listen for at least part of the game. Even if it’s limited to “in car” listening you’ll have an opportunity to win some listeners who might not ever tune to your frequency. Now, is there a way to turn these occasional listeners into real fans of your station?
Promote The Product
Think of sports like you would playing wall to wall Christmas Music. The stations that emerge from 4 weeks of nothing but Xmas favorites with good ratings in their next book are using a time tested strategy: make sure you promote your product – especially when it’s not being broadcast! That means during the game you need to have inventory space for morning show promos, music hook promos, contest promos and any reason you can think of to bring the sports listener back to the station. Don’t underestimate the morning after a big game. Make sure your morning show understands how this works. It’s a good reinforcement to the old philosophy of having new people constantly sampling your station. Explain what’s going on, identify yourself relentlessly and be sure that talk about the game is a part of every morning after show.
The Game May Not Be The Thing
Depending on what sports franchise you have – the actual “play-by-play” of the game may be the smallest opportunity you have to win audience. Think about the folks who are driving to an away game and would love to hear almost any kind of pre-game show. Even if the game is on TV there is hardly ever more than a couple of minutes before the start of the contest. Did you watch any Final Four games on CBS? They continuously switch from one game to another with little regard for the avid fans who could care less about the last minute of a game on the other side of the country. Likewise it’s always a good idea to encourage your listeners to tune in while they are at the game, listen to your audio while watching on TV – and keep a radio handy for post game shows.
Tailgate Parties
Tailgate parties are not the exclusive realm of big time football programs and stadium parking lots. A fun tailgate party can be held at your local supermarket, car dealer, shopping mall – or any high volume location. Whether you are handing out team schedules, hats, T-Shirts or stadium cushions – it’s a great connection to the station and the fans. The broadcast (if you do one) should be fun and not filled with dry interviews with coaches and players. Stick to your music (or talk) format and fill the cut-ins with game predictions, fan interviews and good natured “poking fun” at the opponents. A well crafted Tailgate Party can be more fun that a great morning show – because the services are not necessary like they are during morning drive.
Get It Off Your Chest
When the game is over the fans want to talk about it. Have you seen the movie Friday Night Lights? From high school football to pro sports, fans love to chat about the game when it’s over. Some college and pro packages will include this post game call in – if not consider creating your own. Let the fans vent when the team loses and do a little chest pounding when they win. Is it worth breaking format to have a call-in show after a game? The answer is yes – especially if you are dealing with evening hours. Remember again that as you transition back to your regular programming – be sure to promote what will happen once the special shows are over.
How Much Is Too Much?
Every market has to gauge how important a sports franchise is to where you live. The bottom of the scale for fan interest is a market like Los Angeles where there are too many sports franchises and teams to keep track of. Even a big time sports program like UCLA has limited interest in the L.A. Metro. Now the West Virginia Mountaineers during March Madness in a market like Morgantown – that’s the high end of the scale. Smaller pro sports markets like Seattle or Pittsburgh hit the high end. There’s very little sports competition during a Steelers game in Pittsburgh, or when the Seahawks play in Seattle. That will often extend to the smaller metros that pick up the network broadcast. I’m sure the Steelers have a legion of fans in Wheeling, WV who are tuned in every Sunday.
Bottom Line: Sports Can Equal Revenue and Ratings
If you have a quality sports franchise – embrace the potential. Don’t be afraid to create programming around the games and break format if it leads to revenue and ratings – who loses in that equation?
I’d love to hear your comments about how you handle sports on your station.
Mike Bettelli, Partner
The New Broadcast Partners
206-849-2456
mike@thenewbp.com
Mike Bettelli is a Partner and Radio Consultant with The New Broadcast Partners. He can be reached at: 206-849-2456, mike@thenewbp.com or www.thenewbp.com.
