The thrill of victory and the agony of a defeat are two feelings that we, as sports fans, encounter on a regular basis. They’re two totally different emotions, but each one often leads us to the same destination: the radio dial.
Whether it’s immediately after the game on a post-game show or the next day on a station’s local programming, listeners crave the content from hosts, guests and callers that can match the emotion they felt from the game. But what if there was no destination for your favorite team? What if stations in the area paid way more attention to other area teams, putting the team you follow on the back burner?
On Tuesday night, the Tampa Bay Lightning scored an impressive eight goals, en route to an 8-2 win over the New Jersey Devils. The win put the Lightning at 8-2-1 on the season, which gives them the best record in the Atlantic division and second-best in the NHL. The team is rolling and the excitement is high amongst the fan base. But as fans filed out of the sold-out arena and into their cars for the drive home, there probably wasn’t a whole lot of Lightning’s coverage on the local sports radio stations. Why? Well, Jameis Winston and the Buccaneers, the Jaguars, Florida State, Florida and the rest of the SEC are the main topics in the state of Florida during this time of the year. It’s a tough reality, but one that every non-football team in the Sunshine State routinely deals.
Instead of living with that reality and battling for popularity in the state, the Lightning decided to take a proactive step to help build its brand. In October of 2014, Lightning Power Play was debuted. The idea that had been bouncing around the head of Matt Sammon for over a year, was now a reality. If it worked, it could be a trend setter, in terms of how fans enjoy their favorite team’s product. The concept was simple: put game broadcasts, replays, original content and anything else that was centered on the Lightning on a 24/7 hub that fans could enjoy at any time of the day. Like anything else, small problems were encountered at first. But eventually, they were solved and the product continues to see rapid growth.
Located on iHeartRadio, the station can easily be found by searching ‘Lightning Power Play.’ Whether it’s 6 p.m. on a game day or 2 a.m. on an off day, fans are able to stream content for free. The move proves that teams have more options than just terrestrial radio to get their product in front of the fans. With the business moving more and more digitally, Sammon and the Lightning are hoping they’re a step ahead of what’s to come.
The interesting thing, is if more teams in the NHL and other leagues across the country elect to create their own platform. It could change the way sports fans consume their favorite team’s product. Plus, each team would be able to totally control the content that’s put out to the listener.
Though the idea is already a successful one, there are still hurdles to overcome. How to monetize it correctly, getting the word out to more fans about the product and finding more original content ideas, are just a few that are on Sammon’s mind. However, Lightning Power Play has a plan. Sammon shared more on what could be a revolutionary change for the sports radio business.
TM: What was the original idea of Lightning Power Play and where did it come from?
MS: There was a general shift, not only in the industry, but in consumer habits, along the digital spectrum. IPhones and other mobile devices were becoming more plentiful and content for those devices was being produced more. There’s just that general idea of moving things forward and progressing.
Ever since I’ve been in my role, it’s trying to continue to grow our brand and product throughout the digital platform. Even that’s changed over the years. It was just trying to keep up with the times and stay ahead of the curve. Now, the other big reason, was because Tampa Bay is a very big football market.
Even if we have a very good hockey team, it’s a constant battle to get the word out on how the hockey team is doing. There’s a little bit of frustration, it’s, “okay, we need to do more than just a game broadcast,” but we also need to do it in a way so that we can create a landing zone for our fans, because we know that football is always going to be the big story around here, pro, college and high school. For hockey fans, in particular, Lightning fans, we need a destination for them and that’s really kind of became the foundation of what would become Lightning Power Play.
TM: Do listeners have to pay for the service? And where can I find it?
MS: It’s free for anybody and there’s a number of ways you can listen to it. One, is if you have the IHeart Radio app, it’s on that platform. Just search ‘Lightning Power Play’ and it’s right there. We also have a website, LightningPowerPlay.com, which, essentially, directs you to our page on the Lightning’s website. Also, we’re on the Amazon Echo and Google Home. All you do is ask your device to play Lightning Power Play and it immediately comes up. You can get it outside the market, just anywhere where you have an iHeart Radio stream.
TM: Do any other NHL teams have something similar?
MS: Well, to be honest with you, we were heavily inspired by the Pittsburgh Penguins, who no longer have Penguins 24/7. They used to run their station on an HD2 channel but it also streamed online. They took that off about 3 or 4 years ago, I have no idea why. But the late Ray Walker was such a great inspiration, a really good provider and guidance for us when we were just getting our feet wet.
In terms of 24/7 programming, the only team that’s doing it right now is the Washington Capitals. But there’s more and more teams that are opening the digital door by streaming the games online, with the intent to build content around it. The LA Kings, they’re doing that, as well as the New Jersey Devils and New York Islanders. The Philadelphia Flyers also do some limited ancillary programming, digitally.
Now, you’re seeing more teams get into the digital realm, starting with the games, so I think more and more teams are going to start looking it at that way. There could be more streaming of games online, maybe altering how the flagship relationship is with a team. Then, there’s building content around that to create a station or network online, as supposed to over the air.
TM: What were the biggest challenges in the early stages of Lightning Power Play?
MS: I think the biggest issue was just awareness. We’re still learning how to combat that. We’re doing some social media advertising, mostly with Facebook. We’ve found interesting interactions with our ads that have went out. We’re up for doing more things such as interviews like this, doing more in-game promotion on our terrestrial radio broadcasts, by letting people know there’s stuff out there, besides the regular game broadcast. We’ll see if that chips away a little at the lack of information or knowledge about what we do. We’ve seen our numbers go up significantly in the last several months.
The other big challenge, and thankfully we’re not dealing with this anymore, is you have to program 24 hours a day, 7 days a week. On a game day, that’s easy. There’s all sorts of stuff you can do before, during and after. It’s the time in-between that becomes challenging. The good thing, is when we launched this, we knew we were going to be about 80 percent replay and 20 percent of new, live and local content. The issue has turned around the other way. In fact, I’d say were around the 90-10 ratio of original, live, local, exclusive programming and just a little more of the replay content. That’s ultimately what we wanted to do and we have people knocking on our door wanting to get into the programing, anyway possible. If they have a unique idea that can fit into the programming and stand out from everything else we’re airing, we’ll certainly talk and try to make it happen.
TM: On that, how many different talents do you use?
MS: We actually have 12-14 different shows. Outside of the Lightning play-by-play, we air, when we don’t have a conflict of programming, our minor league affiliate hockey teams. When we’ve got room, we’ll incorporate them in.
Then, we have daily programming. We have a new live and local lunchtime show that airs 1-2 p.m. every weekday. We have a show in the early evening that runs from 6-7 p.m. That’s been running for three years now and it’s called Lightning Power Play Live. That runs not only Monday thru Friday, but if we have a game on Saturday or Sunday, it’s preceding our network broadcast. It’s kind of an extended pregame show. We also have, what I call, some primary programming, with a show on Monday called Game Misconduct. That runs 5 or 6 times throughout the day. We have a different show on Tuesday, a new one on Wednesday, we’ve got a whole collection of weekend shows that offer a nice, different view of the sport and just sports in general. It’s a unique juggling act to make everything work but so far we’ve found a way to manage it. Every show we have is different from the other. That’s what makes it so special.
TM: Is there a way to monetize all this? Can you incorporate ads into your content?
MS: Yeah, that’s the 64 thousand dollar question, quite literally, is how do you monetize this? That’s been a slow and steady progress. The best thing about Lightning Power Play and our organization is we knew going in that for the first 1-2 years that our goal was to not make money. We needed establish programming and establish an audience, then we’ll try to bring in some revenue.
So we attack it from a few different ways. One, is when we sell these bigger packages to companies that advertise in other platforms, within the Tampa Bay Lightning, is Lightning Power Play a part of a bigger package. That’s one way to monetize. We also boil it up to a show host hitting the pavement and trying to sell the show, or the station in general, to help bring in revenue. We found some success with that, small success, but it’s still money coming in the door.
Now, we’re looking at an OTT platform called The Identity in our organization. Do we couple The Identity along with some digital operations we’re doing with the University of South Florida? Now, if you have one big digital sales team that goes out to solve this. We’re still working on that but I’ve really been convinced over the past year or so that the tables are going to turn in the next 4-5 years. Instead of digital being a bonus buy for a terrestrial buy, I think you’re going to see more and more agencies and business buying digital first and then getting the AM and FM thrown in for no additional cost. We’re hopefully ahead of the curve on that.
TM: Do you expect to see more NHL teams come around to this idea? Especially ones in similar market situations as you, such as the Stars and Hurricanes?
MS: It’s interesting you bring up the Stars and the Hurricanes, because those teams simulcast their TV broadcast. It’s certainly up to each club what they want to do, but I think with the Kings, Devils and Islanders coming aboard, you’re dealing with new additions from major markets, good ownership groups with deep pockets and strength in numbers. As long as this continues to grow, I think you’re going to get more teams talking to one another and asking how they did it. Some of the hurdles, when we started and other teams started asking, the hurdles for them were money and man power.
Without the proper cash investment and without the proper man power investment, you can’t really pull this off. Now that you’re getting more and more teams finding ways to do it, now I think some of those hurdles get leapt over. I would guess, more and more teams are going to go this way. It’s not a big money maker for the NHL, but for individual teams it’s a new revenue stream for them. I think you’re going to see more and more teams and leagues that are fighting the NFL for popularity, to just fight through it and create a platform for their own and invite their fans to come there. Especially hockey fans, they’re passionate. If you tell them where to come, they’ll go.
Keeping Premier League Games Shouldn’t Be A Hard Call For NBC
“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”
NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade. A chance to connect with viewers in a changing climate and grow Peacock’s audience as well. However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).
NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season. NASCAR is contracted to NBC (and FOX) through the 2024 season.
NBC’s tentpole sports are the NFL and the Olympics.
Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.
Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.
If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.
“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”
Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.
Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm.
“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”
While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.
Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock.
Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week.
My connection to the Premier League began before the pandemic. When I cut the cord in late 2017, I purchase Apple TV. Setting it up, it asks you to name your favorite teams. After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England. They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.
I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.
I’ve successfully given my allegiance to the Devils to my young daughters.
By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.
Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.
This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.
Besides, Dani Rojas did say that “Football is life.” NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.
Media Noise – Episode 45
Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.
6 Ad Categories Hotter Than Gambling For Sports Radio
“Using sports radio as a back page service for gambling will have a limited shelf life.”
For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.
Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?
Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?
Well, let’s go Digging for Gold.
The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.
Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.
If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way? I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:
- Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
- Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
- Golf courses, resorts, equipment, etc.- we play golf at home and vacation
- Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
- FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $
- Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months
The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details.
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