Last week, most major college football conferences put on an event. They gathered the coaches from every team and invited media members from across the country to attend. Media Days used to really matter in college football. In 2021, I found myself skimming a lot of stations broadcasting live from Birmingham or Charlotte or Indianapolis and wondering “who even cares about this awful content?”.
Media Days are only slightly better than radio row at the Super Bowl. No one is trying to get you to put a long-retired kicker on the air for five minutes to talk about boner pills, but I am not sure a stream of coaches and players, who have spent the better part of the previous month practicing saying nothing, is that much better.
I get that there is value in these gatherings. This is usually the first chance to ask coaches the questions the media has been making content out of for the entire summer. It is a chance to reconnect with colleagues in other markets and compare some notes. They can be a lot of fun sometimes for the people in attendance. I am just not sure if the payoff is there for the listeners and so I am not sure that every station really can justify going.
There are plenty of stations to do these events right. 1010XL in Jacksonville sent two hosts to Birmingham for SEC Media Days. They were at their table all day. The hosts back in the studio in Florida would throw to them live whenever a coach worth putting on air was in the vicinity. There were no all day broadcasts and that meant no filler content. All that went on the air was the content that you had to be in Birmingham to get. 107.5 The Game in Columbia, SC did something very similar, with Heath Cline being the only host there and creating smaller, more impactful content for the whole station.
For some markets, these events matter a lot. Birmingham is the single most college football obsessed market in America. JOX 94.5 probably made the right decision by being in the Wynfrey Hotel hallways all day for all four days of the event. Of course, it helps that the station has a new morning show hosted by two ESPN employees with relationships with most if not all of the conference’s coaches. Raleigh, where I live now, is the home radio market for three ACC teams. It makes sense 99.9 The Fan sent two shows to be in Charlotte for both days of the conference’s media event.
Still though, there are plenty of questions hosts at those stations and at stations in similar markets have to ask themselves. Is there anything we can get by going there that we cannot get year round? Does our audience like the sport? Does it like the conference? Or is it maybe just passionate about the home team(s)? If the answer is the latter – and I genuinely think that is the case in Raleigh, why waste the money getting the same interviews you can get for free during the season? You know, that time when there is actually something happening worth talking about.
Look, I’ve been a host and a producer. I get the appeal of these events and I understand that being live and sitting down with names like Dabo and Saban make the station sound bigger. There is some value in attending these media days.
But value to us as broadcasters and value to the audience are different things. We talk about “outside the box thinking” and “thinking like a listener” constantly. This is one of those issues where the value to the audience is the only value that matters really.
Programmers need to approach events like these with a plan. The same can really be said for any radio row. Do you send staff to do three or four hour long live shows for multiple days? Do you send your morning show to broadcast live but stick around to record interviews later in the day so that you can decide what is relevant before airing it?
One part of the programmer’s job description that isn’t often named is “listener advocate.” He or she has think outside the box while living inside of it. There is an ego boost for hosts attending these events and holding court with colleagues from across the country, but how does that help the people that are coming to you to be entertained before having to clock into a job they hate?
I can hear the pushback right now. “Demetri, do you know how much money we make from companies that want to sponsor our broadcasts from media days?”
I am sure the amount is high, but I am also positive that one broadcast or one week long events not the only reason they spend money with you. Also, I am not telling you that there is absolutely zero reason to attend these events. I am just asking you to evaluate how good the content that comes from them actually is.
There was actually an interesting story that broke in the middle of SEC Media Days, with news that Texas and Oklahoma are aggressively pursuing membership in the conference. But did that lead to any real news from the coaches in Birmingham? Not really. They all answered with platitudes and deferrals whenever they were asked about what a 16-team SEC would mean for the rest of college sports. I think most stations would have been just as well served to pull that audio off of ESPN.com.
College football is my favorite sport in the world. I love when we all get together, both at actual conventions and various radio rows that serve as pseudo-conventions. I understand and actually like media days. I just think it is important to consider whether or not there are enough people in your market that cannot live without hearing your hosts talk to Shane Beamer. If you are anywhere but Columbia, South Carolina, I am virtually positive the answer is no.
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.