September 23, 2022
As multiple pro/college sporting events intensify for the active fall season, how important is it for Pop stations to maintain a connection with local sports teams?
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Jonathan Shuford, WRVW: It’s important because you want to be talking about the same things your listeners are talking about. There’s no reason for Pop stations to go all-in unless it’s national championship or Super Bowl where you’re doing imaging, putting promos on the air, it’s the whole works.
Big Rob, KKPL/KMAX: Sound like you know what’s going on in your town, but probably not more than one sweeper/mention an hour. Kobe, WURV: It’s huge. We need to show our listeners we live in the same neighborhoods and know exactly what’s going on with local sports on all levels, including pro, college, and high school. Especially when you’re in a competitive situation with a station with out-of-town voice trackers. Dom Theodore, Radio Animal Media Strategies: I’ve always loved “team of the week” type features and having the teams on the air. Very few have live night shows to really do this right anymore. Matt Johnson, WPLW: Pop stations are supposed to be mass appeal so it’s important for Pop stations to cover mass appeal events that matter to the population of the market, and if a sporting event falls under that umbrella, you better go for it. |
Josh Wolff, WAEB: We’re not a home market to major league sports, but we do get involved with local high school football. Every week we’re at a high school for Football Fridays for community interest, engagement and revenue. On the pro side, the playoffs for the Phillies would be a quick mention, but if they get to the World Series, that’s a much bigger deal.
Drew Heyman, WHYI: You gotta be out where the people are and fly the flag of your brand. Adam Rivers, WKCI: Depends on the market. In Virginia, we were all about HS football… here in CT it’s really more just about the pro teams (Pats/Yankees/Giants). Definitely important to be in the moment with your market and localize it!
Chris Michaels, FM100: In Memphis, the Grizzlies and Memphis Tigers are huge. We’re always talking about the games, and highlights from something big that happened. It’s all a part of being local and talking about what our listeners are talking about around town. We don’t avoid it just because it’s sports on a Pop station. It’s about being relevant and topical with what our listeners are into. Jeff Hurley iHeartMedia It’s great to hear cheerleaders on the air, shout-outs from the talent, and stations who take the show on the road to these venues. Always great to hear that engagement. |
Guy Zapoleon, Zapoleon Consulting: Incredibly important. It’s a critical aspect of being local, and local is critical for radio’s survival. So, coverage in morning news and even your morning show, or station tie-ins for big games. Pros, college, and some coverage of high school championships especially football because thousands of families’ lives revolve around high school sports. The right sports coverage is all about providing content that reflects your station’s caring for what your listeners are passionate about and reflecting their lifestyle. Bob Patrick, WXLK: Very important. We have a minor league baseball & hockey. Then Virginia Tech college football, and that translates into over 80,000 impressions.
Rick Vaughn, KENZ: I’d say high school sports are just as important as your local colleges. More important. Buster Satterfield, WIOQ: Depends on the market and the audience’s passion for it. In Philly, we’re all in… GO BIRDS! |
Rich Davis, KDWB: It’s very important. We do Friday Night Lights and my night guy goes to one of the big football games each week and does his show from the game. You have to be there, the kids are into it. We have kids on the air during the week to talk about big rivalry games. If you can still do it in 20022 with a live night show, you need to be there. We also have the ability on occasion to run ads inside U.S. Bank Stadium to the 60,000 people there. In fact, we showcased the Dave Ryan Morning Show at the Vikings/Packers game this past weekend and we pointed people back to the station at 7:20 a.m. on Monday to win a trip to see the Vikings in Miami.
Fish, WKRZ: I do Friday night high school football every week at the various schools. High school football is huge in this area. It’s a way to reach out to the community, get your brand out there, set up the tent, play music, and put people on the air.
Nathan Graham, WTDY: Very important. Everyone is excited about their city’s sports teams, especially early in the season. The station should be just as hyped as the fans.
Jagger, KCHZ: Chiefs football is huge in this market and we’re as involved as we can be during the season. We talk it up and support them as much as we can on the air. They have Red Fridays and Victory Mondays throughout the season and the entire market joins in very enthusiastically including us. We do imaging and sweepers around it, it’s definitely part of the backbone of the station. We’re supportive of all the teams here.
Brian Mack, iHeartMedia: HUGE. Any local events people care about. Give them a platform, give them a voice and have some common ground with your consumers.
Joey Brooks, WKSS: We have a big partnership with UConn, there’s always lots of excitement for their games especially women’s basketball. If listeners are passionate about these teams and brands, we need to be part of the conversation. Pro sports are great in this area because you have a mix of Boston and New York fans. Sometimes the place to be is at a local sports bar when the Red Sox and Yankees are playing. We’re also involved with the very popular minor league baseball team and the minor league hockey team.Next Week’s Question Of The Week:
What do think of when you think of fall, and what are your favorite fall activities?
e-Mail your responses to: jodorisio@deanemediasolutions.com or bburke@deanemediasolutions.com
