Teams across the NFL have broken from OTAs and are now either in or about to be in minicamp. This is the time to reinforce the basic good habits anyone in the business needs to master in order to thrive. It is the time to observe your talent and think about what new things you can do with them.
We are hearing a lot about young quarterbacks across the league. Some look great. Some…well, don’t. There are plenty of reports about highly drafted rookies at other positions and how they are fitting into teams’ defensive schemes. Then of course, there’s Aaron Rodgers, the story that isn’t going to die until it does.
Minicamp is never short on storylines and objects of intrigue. Very rarely do you see reports about the nitty-gritty. There aren’t a lot of SportsCenter segments about exactly what Bruce Arians is doing in his golf cart or what Arthur Smith’s daily schedule is like for Kyle Pitts.
That is what I want to talk about today…kinda. I want to talk about how we would design a minicamp if we had them in the sports radio business.
What would be the best way to use the time? Do you focus on the basics and improve everyone from the ground up? Do you put the onus squarely on your stars and challenge them to get better? Are you looking at the “bottom of your roster” with a keen eye on who actually makes you better and how you can best use them?
This is all an exercise in imagination, so I asked the industry how they would do it. Programmers from around the country weighed in with their ideas on what may make up a sports radio minicamp. Enjoy.
KYLE BROWN – 710 ESPN IN SEATTLE
It’s minicamp so we’re sticking to the fundamentals, blocking and tackling type stuff. We’ll get deep into install when Training Camp rolls around.
For now, we’re focusing on our foundation: show prep, sticking to the clock, and executing teases. I’m expecting full participation with no veteran holdouts. We can’t have that on this team, too destructive to our culture.
ADAM KLUG – 97.3 THE FAN IN SAN DIEGO
NFL teams use minicamp to re-instill the basics and fundamentals of football into their players: blocking, tackling, etc. If a sports radio PD ran a minicamp for talk show hosts, it should be used in the same way. Two of the biggest fundamentals that a radio host should have top of mind at all times, but are often taken for granted, are: knowing your audience and effective teasing.
A host should always know who they are broadcasting to, and actually broadcast to that audience. Too often a local host, or even a network host, is interested in a topic or a team or a sports league that their audience has no interest in, or for a network host, for a market their show is not cleared in. Your first job is to entertain your audience, so discuss topics they are interested in.
Teasing is also extremely important, and can be done in various ways, yet is often taken for granted. A tease at the end of a segment should not be telling the listener what is coming up after the break; it should be giving a reason why the listener should stick through the break! Teasing within a segment can also be effective, by giving the listener a reason to listen to the entire segment. Not broadcasting to your audience’s interests and lazy teases are issues many hosts have, because they believe their audience will listen no matter what, but in today’s world that offers so many choices, that just isn’t the case.
JOHN MAMOLA – 95.3 WDAE IN TAMPA
The point of any football mini camp is to look at your roster, and see what traits or skills each player has and where they fit on your roster moving into the season. Most radio stations know their starting lineup or have had it for a number of years, but refining or building up some skill sets of the younger and up and coming athletes/talent already have that your current roster can shape into their own is vital to the success and staying power of your roster and brand.
So how well does each talent know how to reach a digital audience, and when’s the last time they tried anything specifically digital? Does your talent have a grasp that their audience may be tuning in the same, more, less outside their daypart than when they’re actually live? Are they using social media to enhance their on air and on demand content? Are they thinking outside the box with content and interviews? And more importantly than ever, how well do they network with your sales department on driving revenue utilizing the entire on air and digital picture?
There’s no real playbook at this mini camp, but a ton of drills (questions) to work towards finding those answers moving into finding ways to be better each and every day.
SCOTT MASTELLER – WBAL NEWS RADIO IN BALTIMORE
I would focus on the “Blocking and Tackling” of Spoken Word Radio. Always good to have a refresh on the fundamentals that help drive quarter-hours.
- Topic selection is everything. Much like the plays a football teams has in their playbook. It all comes down to execution.
- Do not waste time; get right to the core of the topic you are talking about.
- Never Assume the audience knows what you know.
- Make sure you take care of the basics.
- Tease-tease-tease. Tell the story to the consumer and make sure every segment delivers a payoff.
- Be specific and give the listener a reason to hang around for the next segment.
- Make sure you re-set the guest and/or conversation as the audience is constantly changing.
- Keep interviews interesting with short open-ended questions.
- Know how long to go with a caller and also know when to not take a call.
Always ask yourself if the content you are presenting plays to the broadest set of the audience that is consuming your content!
MATT NAHIGIAN – 95.7 THE GAME IN SAN FRANCISCO
Our first day of training camp starts with the word passion. If you don’t have a passion for what you do the blocking, tackling and fundamentals don’t matter. Every day you crack that microphone, the listener should know right away what topic is touching you and means something to you. It could be something local, but it might not be. If it isn’t, it’s important to find a way to bring it back or tie it in to your local audience.
After we establish how important the passion part is, we move on to the blocking and tackling. It sounds cliche, but under the current system we are in, playing the hits and hitting the breaks are fundamentals that have to perfect each and every day if you want to win. Passion first, fundamentals a close second. We are ready for the Week 1!
RYAN PORTH – 102.5 THE GAME IN NASHVILLE
In a short amount of time, I’d want to focus on just a few things with hosts: quality over quantity, if you will.
One of the most important things in sports radio is topic development; a crash-course on improving topic development, what works and what doesn’t, would be at the top of the list for mini-camp. You can win or lose quarter hours based on topic selection, but proper development of those topics is a winning recipe.
Another item to discuss in mini-camp would be teasing; there’s value in a good tease to keep your audience hooked to the other side of a break. In today’s world where stations could still be playing catch up from financial losses due to the pandemic, it’d also be important to spend time on how hosts can interact with the sales team to benefit both the individual and the station.
JEFF RICKARD – 93.5 & 107.5 THE FAN IN INDIANAPOLIS
I would drill staying on the clock, working on great teases and having a plan.
At the beginning of the day I would have everyone write down the three biggest, most interesting topics of the day; they should focus on those to the exclusion of almost anything else. Later in camp, we’ll introduce how to constantly spin those topics and keep them entertaining. I already know they have great talent, now I want to show them how to get the most out of what they do best.
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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