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The Tide Is Turning In The Houston Ratings Race

Jason Barrett

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The January ratings are now available for Houston, and this month there were some new developments which are certain to have one brand celebrating, another frustrated, and a third feeling encouraged but far from satisfied.

The ratings report covers December 31st to January 27th, and during that period SportsTalk 790 (KBME-AM) made some noticeable adjustments to their programming. The radio station moved Matt Thomas to mornings opposite Lance Zierlein, and shifted Adam Clanton from mornings to middays where he debuted a new program alongside former NFL player Sean Jones.

Additionally, Sports Radio 610 KILT made a change to their evening programming, giving Paul Gallant an opportunity to host a solo show.

In analyzing the numbers, here is the comparison for M-Su 6a-Mid among Men 25-54.

  • Sports Radio 610 KILT = 3.4 (tied for 11th)
  • ESPN 97.5 = 2.6 (tied for 18th)
  • Sports Talk 790 = 1.5 (25th)
  • KGOW 1560 = 0.1 (tied for 39th)

*** 610 added a half of a point from month to month, and 97.5 and 790 also added three tenths of a point. KGOW remained flat. Overall the format saw a spike from the Holiday book to January, but if you go back to the same period last year, KILT is down nearly a full point. They delivered a 4.3 last January. During that same time, 97.5 has gained a point, climbing from 1.6 to 2.6, and 790 is down seven tenths going from a 2.2 to 1.5. KGOW also has seen a major decline dropping from 0.6 to 0.1.

Next up is morning drive M-F 6a-10a. Here’s the Men 25-54 breakdown.

  • ESPN 97.5 = 3.5 (10th)
  • Sports Radio 610 KILT = 3.2 (12th)
  • Sports Talk 790 = 2.7 (tied for 16th)
  • KGOW 1560 = 0.1 (37th)

*** This was the third book in a row where ESPN 97.5 won mornings and they continue to gain share which is very impressive. When you consider that KILT and 790 go with local programming and 97.5 features “Mike and Mike” and 1-hour of the local program “Reality Check” hosted by Dylan Gwynn and Barry Warner, this is a major win for the brand. Making it even more impressive is that one year ago, the station was producing a 1.3 in mornings. This means they’ve gained more than 2 points in morning drive year to year. For KILT the news isn’t bad. They were up month to month and only three tenths away from tying 97.5. They’re also consistent year to year. For 790, they too saw an increase, which is great news given that they recently made a change in mornings. They improved by three tenths of a point from the Holiday book to January. The one concern would be the decline year to year which has seen the brand slip from a 4.1 to 2.7. However, with a new show in place, I’m sure they’re expecting bigger things to come in the future.

When you examine M-F 10a-3p this is what the midday story looks like with Men 25-54:

  • Sports Radio 610 KILT = 3.0 (13th)
  • ESPN 97.5 = 2.4 (tied for 18th)
  • Sports Talk 790 = 1.6 (25th)
  • KGOW 1560 = 0.1 (tied for 35th)

*** Middays are where KILT regains the lead and holds a comfortable six tenths of a point advantage. However, 790 rew from a 0.9 in December to 1.6 in January which is really strong and indicates that Clanton and Jones may have attracted an extra meter or two. KILT was up a tenth month to month, and 97.5 saw growth as well, picking up four tenths from the Holiday monthly to January. Looking back to the same time last year, KILT has lost 2 points slipping from a 5.0 to 3.0, 790 has dropped eight tenths falling from a 2.4 to 1.6, and 97.5 which has added John Granato to the local mix and also includes Sean Salisbury, has added nine tenths growing from a 1.5 to 2.4. Also, KGOW has fallen hard dropping from 0.9 to 0.1 during the past 12 months. 

Rounding out the key prime time matchups is the afternoon drive slot. Here’s how M-F 3p-7p with Men 25-54 stacked up.

  • ESPN 97.5 = 3.6 (11th)
  • Sports Radio 610 KILT = 3.2 (15th)
  • Sports Talk 790 = 1.4 (25th)
  • KGOW 1560 = 0.0 (tied for 41st)

*** This was a huge win for 97.5 as KILT has consistently led the afternoon battle. Month to month the radio station grew eight tenths of a point, improving from a 2.8 to 3.6, and during the past twelve months that number has risen from 2.3 to 3.6. Congrats are in order for AJ Hoffman, Fred Faour, and Russillo and Kanell who all contributed to the station’s afternoon growth. For KILT, I’m sure they’re not satisfied finishing behind 97.5 but they are only four tenths away, and one ranking position behind. They did experience slight growth month to month going from a 3.0 to a 3.2 but year to year they’ve suffered some bad luck, falling from a 4.9 to 3.2. For 790, they saw slight improvement climbing from a 1.2 to 1.4, but year to year they too are down, dropping from 1.9 in 2015 to 1.4 in 2016. KGOW had no impact for the month and are down 0.6 to 0.0 year to year.

Taking a look at the evenings, where KILT debuted a new program, here’s what the picture looked like M-F 7p-12a among Men 25-54.

  • Sports Radio 610 KILT = 2.5 (18th)
  • ESPN 97.5 = 1.3 (24th)
  • Sports Talk 790 = 1.2 (25th)
  • KGOW 1560 = 0.0 (tied for 39th)

*** It was a good start for KILT’s new evening program, as the show added two tenths month to month. The concern however would be a drop year to year from 3.9 to 2.5. Given though that this is the first month of a new program, we’ll need a longer sample size to see how the changes are received, but so far so good. For 97.5 and 790, this is the area where they’re not as strong. Given that these are the off-peak hours, I’m sure they’re not too concerned about it. 

To summarize, it was a big month for ESPN 97.5. Make no mistake about it, when you win mornings and afternoons and unseat the leading brand in the market, it’s going to be a little sweeter entering the workplace. We weren’t privy to the M-F 6a-7p numbers with Men 25-54 but I’m sure the story is a strong one for 97.5, and as this train continues to pick up steam, I’m sure local and national advertisers are taking notice.

For KILT, they’re used to winning so this isn’t familiar territory. That said, they are only a few tenths of a point away from reversing the latest setback. The real test will come next month when the February monthly offers little play-by-play benefit and the market’s best personalities and content stand out. Their decision to run a trade deadline promotion around their personalities was smart, but only time will tell if it made a difference in the numbers.

Last but not least is 790. Where they have to feel really good is when they look month to month and they see their latest changes paying immediate dividends. To grow four tenths in mornings, and seven tenths in middays is excellent. Now the station needs to continue that momentum in order to make up ground from where they were last year and ultimately unseat one of the top two leading brands.

As for KGOW, they’re in a different category and not a factor in the ratings.

Credit to the Houston Chronicle who were first to report this story

Sports Radio News

790 The Score Debuts In Providence

In addition to shows like Bet MGM’s The Daily Tip and others like Bet QL Daily, listeners can catch Jim Rome and Amy Lawrence.

Jordan Bondurant

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After reporting last week that Kevin McNamara would be the station’s only local host in the programming lineup, 790 The Score in Providence, Rhode Island is officially on the air.

The station, which was last on the air in the market in 2008, has been revived and will serve as the market’s first sports and sports betting station.

“The station features a lineup of expert personalities that deliver unique sports talk and sports betting insights that entertain, inform, and engage,” said Holly Paras, VP and market manager of Cumulus Providence. “We think Providence sports and sports betting fans will love 790 THE SCORE!”

In addition to shows like Bet MGM’s The Daily Tip and others like Bet QL Daily, listeners can catch some of the top national talent on the airwaves throughout the day and night. This includes hosts like Jim Rome and Amy Lawrence.

McNamara will host his show Kevin Mac Sports Hour daily from 5-7 p.m.

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Sports Radio News

Paul Finebaum Reportedly Scores $700K Advance For Nick Saban Book

Finebaum will make $700,000 plus royalties for the deep dive into the rivalry between the two SEC head coaches.

Jordan Bondurant

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Paul Finebaum

Though there’s still some time before a finished products reaches bookshelves, but ESPN’s Paul Finebaum is reportedly set to get a nice six-figure advance by Penguin Press.

According to John Ourand of Sports Business Journal, Finebaum will make $700,000 plus royalties for the deep dive into the rivalry between the two SEC head coaches.

Back in the spring things came to a head between Alabama’s Nick Saban and Texas A&M’s Jimbo Fisher, as the two engaged in a verbal spat in separate press conferences over name, image and likeness.

Saban said Fisher and his staff utilized NIL and “bought every player” in the Aggies’ spring 2022 recruiting class.

Things got so heated and drew so many headlines that SEC commissioner Greg Sankey had to step in and try to get the former colleagues to cool it.

Finebaum is teaming up with Alabama beat reporter John Talty to write the book.

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Sports Radio News

Sports Gambling Podcast Network To Stage 24-Hour Fantasy Football Draft

“The event begins at 3 pm on Tuesday and is dubbed Draft Day 2.0.”

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Sports Gambling Podcast

If you’re serious about Fantasy Football, the Sports Gambling Podcast Network is bringing back a tradition you’ll want to pay attention to. 

For the second year in a row, Ryan Kramer will draft 24 different teams over the course of a 24 hour marathon that will be streamed across multiple video platforms. 

“Fortunately, the analytics research is done so I can focus now on news coming out of the camps to sharpen my views and deliver the well-reasoned selections that people need to get an edge in their drafting,” Kramer said in a press release. “It’s a bit of an audacious undertaking, but the growing phenomenon of Fantasy Football deserves this level of commitment and our SGPN audiences always respond.” 

The event begins at 3 pm on Tuesday and is dubbed “Draft Day 2.0”. All of the content will originate from the Sports Gambling Podcast Network’s studios in Los Angeles. 

The marathon will also be a fundraiser. The network is using GoFundMe to raise funds for a colleague named Darryl injured in a motorcycle accident earlier this year. A portion of proceeds generated from the sale of Sports Gambling Podcast Network branded apperal will also go to the effort. 

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