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Insideradio.Com 800.275.2840 MORE NEWS» insideradio.com THE MOST TRUSTED NEWS IN RADIO MONDAY, SEPTEMBER 14, 2015 Inside Story: NFL Delivers Power Sweep For Radio. In a perennially competitive media industry, radio stations are always hungry for marquee programming to attract listeners and advertisers—the more constant and engaged the better. Thankfully, a local NFL franchise can deliver on both sides of the proverbial ball, and it remains wildly coveted, with its undeniable record of success. “The NFL is a giant marketing machine for a station, from programming to promotion to sales,” says sports and media consultant David Pearlman, of Pearlman Advisors. On average, NFL football delivers larger audiences than any other pro sport, and its fans are passionate, committed and hungry for information. “That sets a football broadcast apart from regular programming on a radio station at any time,” says Bob Snyder, Nielsen’s director of sports audio. It’s the kind of power—and opportunity—available from all 32 NFL teams. In Pittsburgh, during the 2014-15 season, Steelers games delivered a whopping 56.4 average- quarter-hour share among men 25-54, the highest in the league. Six teams attracted 40-plus in-game shares in that same demo. Overall, in Chicago, Bears games attracted an average in-game cume audience of 481,300 listeners p 6+, while New York Giants games averaged 397,200. Few events, other than breaking news or weather, can rival those numbers. “The NFL is currency in its markets,” says Cumulus Media’s Bruce Gilbert, SVP of sports. “People talk about the weather and how is our team. We want to be in the middle of those conversations.” Jag-ged Edge—Find out how one station won its NFL grail in Jacksonville, only at InsideRadio.com. NFL Value Goes Beyond Sunday For Radio. Thirty years after KODA, Houston became the first FM station to air NFL games, the majority of flagship pro football stations are now FM outlets. Many are sports talk, but some are music stations, and they’ll break format on Sundays, treating games as tentpole events with the goal of moving listeners to other days. CBS Radio-owned country “The Bull @100.3” KILT-FM, Houston for instance, shares game-day broadcasts with sports talk sister “Sports Radio 610” KILT. On those days, it’s all about the X’s and O’s for KILT. “The NFL provides FM stations with a built-in marketing tool and serves as a magnet to get ears to the station,” says Chris Oliviero, executive VP of programming for CBS Radio, which has NFL rights in nine markets “Then, it is up to the program directors to get them to stick around during the week.” Station managers say the NFL provides an invaluable promotional platform for weekday shows. “The goal is to try and recycle that audience,” says Brad Willis, program director for Cumulus-owned sports talk “104-5 The Zone” WGFX, Nashville, the Tennessee Titans’ local radio flagship. “We’re using every ID and position possible to point people back to the next day’s programming or the next appointment.” Landing an NFL broadcast deal is no small feat. Rights fees are costly and the teams want multiplatform exposure. In many markets, competition for rights will drive up pricing to as high as millions per season. Some stations have maintained their team’s broadcast rights for decades, such as [email protected] | 800.275.2840 PG 1 NEWS insideradio.com MONDAY, SEPTEMBER 14, 2015 iHeartMedia-owned “NewsRadio 850” KOA, Denver, which has broadcast Denver Broncos games for more than 40 years. It’s a give and take—teams want exposure on multiple stations, broader marketing and promotional efforts; stations want support with access, programming and events. “It is in everyone’s interest to drain every bit of power they can get out of the partnerships,” says Cumulus Media’s Bruce Gilbert. Reaching For the Ball—Read how large station groups are well positioned to deliver for the NFL at InsideRadio.com. NFL Draw Play—Bringing All Listeners In. The NFL’s huge popularity bridges geography and fickle fans. Interest spikes when teams are performing well, but ratings are still strong even in down years, station execs say. Teams in the Midwest, historically the fabric of their communities, often command the largest audience shares, including Pittsburgh, Kansas City, and Cleveland. Larger markets, such as New York, Philadelphia and Boston, tend to draw the biggest cumulative audiences. “The NFL is a huge event. In addition to bringing in the core male fans, the NFL brings in a lot of other people,” says Nielsen VP of audience insights Jon Miller. Stations also leverage their NFL deals with expansive shoulder programming. On game day, many have expanded to multiple hours of pregame and postgame coverage. In Baltimore, Hearst’s “98 Rock” WIYY and news/talk/sports WBAL (1090) simulcast play-by-play and air their own pre- and postgame shows. For its part, 98 Rock starts its pregame six hours before kickoff with a music-based, unhosted “Countdown to Gameday” show that intersperses music with prerecorded highlights and news. “You’ve got to raise your game every single year,” says GM Cary Pahigian. “The team does, so we do too.” NFL programming isn’t just for weekends. During weekday “prime,” 6am to 7pm, and in the evening, the number of NFL-related shows has ballooned. In-season, hosts recap games and look ahead to the coming week. For female Jaguars fans, WJXL Jacksonville airs “Helmets & Heels” Tuesday nights, with four young female hosts dishing about football lifestyle. In the off-season, events such as the NFL draft, training camps and preseason provide ample fodder. “If there is one sport with a year-round appetite, it is the NFL,” says CBS Radio’s Oliviero. Fantasy Reality—Find out how fantasy football and other shoulder programming help drive the ratings ball at InsideRadio.com. Football’s Field-Wide Value Plays Locally. With so much time, money and resources invested in NFL programming, radio stations need to convert with advertisers, and station managers say clients seek out both the NFL and the popular shoulder programming. Being associated with the local NFL team gives brands an edge and a huge platform. The NFL provides an entree to new clients, such as bars/restaurants and automotive that benefit from an association with the team. Regular advertisers may be enticed to upgrade to NFL and related programming to raise their profile. Stations charge a premium for in-game spots and game-day shoulder programming, although station managers decline to discuss specifics. “Some programming is every bit as valuable as in-game spots and those are priced accordingly,” says Joe Fredrick, director of iHeartMedia-Cincinnati sports marketing and general sales manager of “The Big One” WLW (700). Because each deal is negotiated separately, just who controls the inventory varies by market. In some cases, the team controls in-game ads, with the radio station’s sales team handling business, and stations sell the pre- and postgame. Some stations say they do retain in-game inventory. All flagship stations rely heavily on their allotment of in-game promo spots and tags to plug their own shows and events. For stations, the big payoff comes when NFL advertisers buy time across a schedule. “We often have the opportunity to pitch frequency and the value of radio,” says Cumulus’ Bruce Gilbert. “It is great to be part of game broadcast, but let us show you how we can make your dollar go farther.” Beyond just spots, station managers say clients are bullish on NFL tie-ins such as sponsorships and cobranded events such as concerts and trade shows—anything that associates them with the league and the local franchise. “For an advertiser to be associated, it provides distinction,” says KOA-AM’s Pat Connor. “It sets them apart from their competition.” Inside Entravision’s Huge NFL Rights Deal. Live NFL play-by-play in Spanish made its debut on 15 Entravision radio stations in 13 markets starting with last night’s matchup between the New York Giants and the Dallas Cowboys from [email protected] | 800.275.2840 PG 2 NEWS insideradio.com MONDAY, SEPTEMBER 14, 2015 Arlington, TX. It’s part of a new three-year rights deal that calls for Entravision to broadcast all NFL regular season Sunday night games, two Thanksgiving games and all AFC Playoff games including Wild Card, Divisional and Championship games in Spanish during the 2015, 2016 and 2017 seasons. Following the 2016 playoffs, Entravision will also broadcast Super Bowl LI. That will put more than 20 NFL games during the 2015 season on Entravision stations in markets such as Phoenix, Los Angeles, Las Vegas, Sacramento Denver and Reno. The games will air on some Entravision Solutions Audio Radio Network stations. The agreement calls for Entravision to produce and broadcast a one-hour weekly recap show prior to each Sunday night game. The broadcaster will also give the NFL weekly coverage within Entravision’s local Univision TV affiliate news broadcasts, and a weekly 30-minute NFL recap television show on the LATV network starting with the 2016 football season. The games will be called by Bay Area sports vet Erwin Higueros, who has done Spanish play-by-play for the Oakland A’s, Fresno State Bulldogs, San Francisco Giants, San Jose Sharks, Oakland Raiders and San Francisco 49ers. Tony Nuñez, sports reporter for the Entravision- syndicated “Los Picudos por la Manana” morning show, will handle pregame commentary. Calling the deal “a monumental agreement for Entravision,” COO Jeffery Liberman noted how U.S.
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