If you’ve been following the Nashville sports radio scene for the past year, change has been a large part of local conversation. Market leader 104.5 The Zone, navigated thru a sea of programming changes in August, which included installing a new morning show, midday show, and adjusting the personnel on its afternoon show. That was followed by their popular midday show, Midday 180 exiting for Outkick, Buck Reising stepping in to their spot, a partnership formed with A to Z Sports, and late last week, the station adding former Tennessee basketball star Ron Slay.
Though change has been a part of the narrative surrounding The Zone’s programming changes, one thing hasn’t changed, local listeners still love the radio station. In fact, listening was up in a few key areas this year compared to 2020.
In the 2021 Winter Book, The Zone shined across the board. Starting with weekday prime (M-F 6a-7p), The Zone ranked 4th with an 8.0 share among Men 25-54. That was a 2.7 increase from the station’s 2020 Winter Book.
Turning to mornings, Jason Martin and Ramon Foster delivered a 7.5 share to lock up 3rd place. The morning show was up a half point year over year and two ratings positions.
The news was even better in middays (10a-3p) where the combination of Buck Reising, and Mickey Ryan and Blaine Bishop, secured a 3rd place finish with a 9.1. share. That was a 3.6 point improvement year over year and four slots.
Finishing in afternoons, 3HL produced an impressive 6.9 share to rank 4th. Their performance was nearly double their previous year’s result. The show gained 3.4 points and enjoyed a station best eight spot jump.
Data this quarter for 102.5 The Game wasn’t available. However, a local source confirmed the station’s quarter wasn’t strong.
The Zone right now is very healthy. They’re on a different level ratings-wise, a testament to their bond with local listeners. Equally deserving of credit is program director Paul Mason and the station’s new hires. To make significant progress year over year, while undergoing lineup changes and dealing with increased noise is impressive.
102.5 The Game on the other hand has work to do to catch up. They’re hoping the recent addition of Caroline Fenton will help. A good playoff run by the Nashville Predators could provide a boost as well.
Outkick 360 (formerly Midday 180) meanwhile is likely to be heard from again in the market. The show has already gained clearance in Knoxville, and remains interested in finding a Nashville home too. Can Clay Travis and Sam Savage pull it off? I wouldn’t bet against them.
Last but not least, Josh Innes is now in town hosting mornings on 105.9 The Rock. He has proven he can create interest and produce ratings during prior stops. Will he be able to lure local sports radio listeners his way despite hosting a rock morning show? Time will tell.
The choices for Men 25-54 in Nashville are aplenty. How they’ll continue to consume sports talk content in 2021 remains to be seen, but for now, The Zone is comfortably in the driver’s seat.