With the Texas Rangers looking like they’re the team to beat in the American League, and the Dallas Cowboys returning for training camp, Dallas sports stations are enjoying strong listener interest in their local programming. In the August ratings book, both 105.3 The Fan and Sports Radio 1310 The Ticket had reason to celebrate.
While the focus of this piece is to analyze each daypart and how the stations performed in numerous categories, what should really be highlighted is the fact that two sports stations are riding high atop the Men 25-54 category in the nation’s 5th largest market. We often praise the strong performances of brands in northeast markets, and rightfully so, but don’t lose sleep on what’s happening deep in the heart of Texas. Both The Ticket and The Fan are rolling out great lineups and content, and their consistency is a big reason why this matchup has become fun to watch.
In sizing up the local brands, here are the key takeaways for the month of August. The numbers below are in the Men 25-54 demographic and represent the over the air ratings. No additional streaming numbers were added to lift one station at the expense of the other.
- The Ticket = 6.3 (tied for 1st)
- The Fan = 6.3 (tied for 1st)
- ESPN 103.3 = 1.9 (21st)
Two sports stations tied for 1st in the ratings for the overall week speaks to the power of the sports format in the Dallas market. A job well done by the staffs of The Ticket and The Fan.
- The Ticket = 8.4 (1st)
- The Fan = 5.9 (4th)
- ESPN 103.3 = 2.1 (tied for 17th)
When they’re head to head in weekday prime hours, The Ticket continues to lead, but that advantage has shrunk in recent months. Just three months ago, the Ticket was nearly six points higher than The Fan. During that time The Fan has increased its share by 1.4 while The Ticket has lost two full points. None the less, The Ticket still remains ahead.
- The Ticket (Musers) = 10.8 (1st)
- The Fan (Shan & RJ) = 4.1 (6th)
- ESPN 103.3 (Mike and Mike and 1-hour of Dan LeBatard) = 3.2 (tied for 10th)
*** The Musers continue to distance themselves from every morning show in the market. They were two solid points ahead of the runner up (a Mexican station) and have a commanding 6.7 share advantage over The Fan. That said, Shan & RJ are up nearly a full point over the past three months and they were just three tenths of a point away from being inside the Top 5. Mike and Mike have held steady over the past few months but remain the third top brand during the spring and summer months. It’ll be interesting to see if their heavy football focus leads to gaining ground during the fall.
- The Ticket (Norm/Donovan and BaD Radio) = 6.6 (3rd)
- The Fan (G-Bag Nation) = 6.4 (4th)
- ESPN 103.3 (ESPN Radio and Dennis & Friedo) = 1.2 (26th)
*** This race has really tightened in recent months and although The Ticket holds a two tenths of a point lead for August, this has to be an area of concern heading into the fall. Over the past three months, The Ticket has lost 2.5 points while The Fan has gained 1.8. Even more impressive is that G-Bag Nation have gone up and gained in the ratings during each of the past seven months. For ESPN 103.3 they’re a non-factor during this daypart, and have actually lost two tenths of a point during the past three months.
- The Ticket (Hardline) = 8.3 (1st)
- The Fan (Ben & Skin) = 6.7 (2nd)
- ESPN 103.3 (Cowlishaw and Mosley and ESPN Radio) = 2.2 (18th)
*** This is another competitive daypart between both brands and for The Ticket they have to be pleased with the continued success of The Hardline. The show has not been under an 8 share since January, and has finished 1st during every ratings book in 2016. Their one challenge though will be the Fall which was where they experienced a drop last year. Meanwhile for The Fan, they’ve got to be pleased with Ben & Skin who are only 1.6 behind The Ticket, and who have gained a little more than a point over the past three months. Last fall they beat The Hardline in the September, October, and November books, so if they can create a repeat performance it could help the radio station close out 2016 in strong fashion. Once again ESPN 103.3 is a distant third.
- The Fan (Texas Rangers/K&C Masterpiece) = 9.6 (1st)
- The Ticket (Ticket Top 10/Ferrall On The Bench) = 2.4 (20th)
- ESPN 103.3 (ESPN Radio) = 2.0 (22nd)
*** Want to know if the Texas Rangers are making a difference? Look at the disparity during the evenings between The Fan and their two competitors. Rangers baseball is absolutely delivering an impact, and playing an integral role in helping the station perform strongly not only at night, but during the entire M-SU 6a-Mid battle. For The Ticket and ESPN 103.3 they’re way down the ladder in evenings.
There are many ways to spin the numbers from The Fan and The Ticket’s perspectives, but what should be front and center is how important it is for advertisers to buy BOTH stations. They each connect strong (but with different demographics) and given the performance turned in by both stations, if a client wants to maximize their potential in reaching Dallas sports fans, it’s smart business to invest in both stations.
When you look at it from The Ticket’s perspective, they’re going to concentrate on M-F 6a-7p because it’s what their brand does best. They win all three key dayparts head to head during the week against The Fan, and hold claim to two of their shows ranking 1st. They also tied for 1st during the overall week despite not carrying play by play. That’s outstanding. Adding to their story is the fact that they perform well with the older part of the 25-54 demographic. That can be used to their benefit when talking to clients who are trying to reach the decision makers in various households.
If you’re inside the offices of The Fan, you’re going to highlight your overall M-SU 6a-Mid performance where you’re tied for 1st overall in the market. You’re going to use the power of carrying the Rangers and Cowboys to your advantage, and you’re going to point out that two of your three weekday shows are rated in the top 5, and the other is in 6th and only two tenths of a point away. That’s another impressive story to share. When you add in that The Fan is 6th overall with Persons 25-54 (ahead of The Ticket who finished 8th) and tied for 1st overall with Men 18-34 (The Ticket is 14th) you can build a case that the brand is not only built for the present, but is in stronger shape for the future.
Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.
ESPN Radio 94.1 Sells Station Naming Rights To Priority Automotive Group
“The programming on the station does not change.”
Max Media has found an interesting new revenue stream in Virginia Beach. ESPN Radio 94.1 has sold its naming rights. The station has rebranded as Priority Auto Sports Radio 94.1.
“This is an important partnership for us,” said Priority Automotive COO Matt Elmer. “At Priority Automotive we think sports ties everyone together, so this is a great opportunity for us to be a voice in the community and partner with the number one voice for sports in Hampton Roads, ESPN 94.1.”
The programming on the station does not change. Listeners in the 757 will still hear the nationally syndicated ESPN Radio lineup except for in afternoon drive when The Tim Donnelly Show is on the air.
“The partnership between ESPN 94.1 and Priority Automotive is a natural evolution for both companies,” President and Market Manager Keith Barton added. “From the many youth organizations to college teams, Priority Automotive Has been dedicated to sports in Hampton Roads for decades. Max Media is incredibly proud to be partnered with such a class organization.”
Priority Automotive owns 17 car dealerships across Virginia.
SiriusXM Plots Super Bowl LVII Coverage
“SiriusXM will deliver fans around the country the unique mix of sports, music and entertainment programming that you can only find on SiriusXM.”
SiriusXM has announced its extensive plans for coverage of Super Bowl LVII and the events leading up to the big game.
A dedicated Super Bowl pop-up channel on SiriusXM Channel 104 will be just one of the avenues SiriusXM plans to cover the event. Amber Theoharis will conduct interviews with players, and personalities making their way through Radio Row throughout the week that will air on the pop-up channel.
Mad Dog Sports Radio will have a large presence on Radio Row, with shows hosted by Chris “Mad Dog” Russo, Adam Schein, Dusty Dvoracek, Danny Kanell, and Steve Torre all airing live on location in Arizona. Former NFL All-Pro wide receiver Brandon Marshall will be on hand to host I Am Athlete Tonight from the event, as well.
“With all eyes and ears focused on Phoenix for Super Bowl Week, SiriusXM will deliver fans around the country the unique mix of sports, music and entertainment programming that you can only find on SiriusXM,” said SiriusXM President and Chief Content Officer Scott Greenstein.
“With multiple game broadcasts, several channels in Phoenix covering the latest news and providing expert analysis on the teams, interviews with many of the celebrities in town for the game, and our exclusive concert with Luke Combs, our subscribers will have exceptional access throughout the biggest week on the NFL calendar.”
ESPNU Radio hosts Colt McCoy, Rick Neuheisel, and Max Starks will also be in Arizona on Radio Row, in addition to Dusty and Danny hosting their shows each day from Radio Row.
Fantasy football expert Jeff Mans and SportsGrid Radio host Scott Ferrall will also originate content from Radio Row.
SiriusXM will offer four different game broadcasts of Super Bowl LVII. The Kansas City Chiefs and Philadelphia Eagles home broadcasts will each air, as will the national Westwood One call. Additionally, a Spanish-language broadcast will also be provided. Listeners will also be able to hear the halftime show — performed by pop star Rihanna — on Sirius XM Hits 1, The Heat, and Super Bowl LVII Radio.
BetQL Network Going to Arizona for Super Bowl Week
“Three shows will be at the BetMGM Sportsbook in Glendale.”
BetQL is headed to Radio Row. Audacy’s sports betting radio network will be in Arizona ahead of Super Bowl LVII.
Three shows will be at the BetMGM Sportsbook in Glendale. BetQL Daily and You Better You Bet will be live Monday through Friday. BetMGM Tonight will be live Monday through Thursday.
The network’s hosts will stay busy in the desert. BetQL is producing 52 hours of live audio and video content. Hosts are also scheduled to make 25 live appearances across other Audacy radio stations and digital channels.