You just put a bow on a GREAT on-air segment. It was informative, entertaining, funny, and opinionated, all wrapped into one.
It felt fantastic. Your producer and board op also felt the same way. Callers, texters, and social media are complimenting the show.
You wish that your entire market had heard that segment. The reality is unless it was teased perfectly and promoted for a specific reason, the audience that is usually there was there, along with hopefully a few extra sets of ears.
And yes, you can recycle and re-do the segment or bit in a couple of hours, if you want, but it won’t be the same. It rarely goes just as well the second time around.
The good news is that you can make sure that the segment lives forever and gets more attention via digital media.
But this is where radio doesn’t do itself any favors.
Despite the fact that radio has some of the most talented content creators producing outstanding work for hours each and every day, there is a massive portion of the potential audience who doesn’t even know your content exists.
We can bemoan the fact that there are “too many options” in today’s media world or embrace it. And it’s still amazing to me how many, notably on News Talk radio, choose the former.
I’m still shocked when I see that there are hosts in major markets who have almost zero social media presence. If they do, it’s a Facebook or Twitter account a former producer made for them years ago that has no content or information on it.
Like it or not, being engaged on these platforms is part of the job and is a huge part of the way we can promote our own content to listeners who may have missed it live. Plus, it hopefully reminds them why they should be tuned into us every day, or it allows us to connect to a potential new audience that doesn’t currently make radio part of their day. However, if they find us via a podcast or social media clip, they may become podcast subscribers and start making radio part of their day-to-day.
Also, what about that business professional who hasn’t driven to the office in over two years because he/she now works from home? They are out of their routine of radio listening based on their new schedule, but they find your show/content on social media and make listening on their Alexa or Google Home now part of their daily routine.
As broadcasters, we can find all the excuses we want. “I already do a four-hour show.” “I don’t have time.” “We all have other responsibilities around the station.” “We don’t have any marketing.”
Sure, those convenient excuses can be used, but they’re just that… excuses. And lame.
It’s our job to go where our potential customers are. And in 2022, yes, they’re on the radio, obviously, but they’re also on Facebook, Twitter, YouTube, Instagram, and several other platforms and places we should be exploring as well.
And if you need that extra push: Don’t you want more people to be listening to your great content? Don’t you want them to find out about you, your show, and your station? Wouldn’t it be great to have more listeners who can potentially make purchases from your plethora of great clients, who then end up making more money? Isn’t that the end game here?
It all seems so obvious, but it’s amazing that of all formats, despite News Talk producing engaging, thoughtful, compelling, and informative content every day in local markets around the country, that content rarely makes it beyond the airwaves it was originally heard on.
It’s a disservice to those in the market, the station, the advertisers, and ultimately, yourself.
Pete Mundo is the morning show host and program director for KCMO in Kansas City. He graduated from Villanova University, and has worked for FOX News Talk Radio, WCBS Newsradio 880, Bloomberg Radio. WFAN, CBS Sports Radio, WEER 88.7FM, ESPN 1230/1320, and, K-1O1 and Z-92. He has also won an Oklahoma Association of Broadcasters small-market award for his coverage of the Bobbie Parker trial in the summer of 2011. To interact, find him on Twitter @PeteMundo.
More Than 11 Million Watched Queen Elizabeth Funeral Coverage
For the 6:00 AM to noon Eastern period, Fox News was, by far, tops on cable with 1.97 million total viewers including 298,000 within the key 25-54 demographic. CNN’s morning ratings received a hefty boost from its normal levels, averaging 1.52 million viewers.
The state funeral for Queen Elizabeth II was the top news story for the week ending Sep. 25. Like her coronation back in 1952, the event for Britain’s highest-ranking monarch was it’s first in the modern era since the dawn of television.
According to Nielsen Media Research, 11.4 million Americans tuned in on the morning of Sep. 19 across the thirteen outlets televising the funeral. That figure is slightly above the combined audiences for the main morning news programs on broadcast and cable.
For the 6:00 AM to noon Eastern period, Fox News was, by far, tops on cable with 1.97 million total viewers including 298,000 within the key 25-54 demographic. CNN’s morning ratings received a hefty boost from its normal levels, averaging 1.52 million viewers and a mere 4,000 shy of FNC’s 25-54 demo. MSNBC (991,000 total, 106,000 adults 25-54 from 6 a.m. to 1 p.m.) also drew above-average numbers in the morning.
At the peak of coverage, within the 11:00 AM-Noon ET hour (4-5 p.m. in London) for the funeral service, it was CNN on top within the key 25-54 demo (404,000; +51,000 from FNC) but FNC led in overall viewership (2.4 million; +326,000 from CNN). MSNBC trailed with 1.1 million viewers and 115,000 adults 25-54.
On the broadcast networks, NBC edged out ABC by 3 percent — each of them drew around 3 million total viewers in that 11 a.m. hour. (Note: these figures mimic what they normally do for Today and Good Morning America per day).
Newsmax drew 192,000 viewers and NewsNation posted 32,000 — again, on-par with their respective morning ratings.
Of course, these amounts pale in comparison to the TV audiences in the Queen’s homeland of the United Kingdom. According to its data service BARB (Broadcasters Audience Research Board), an average of at least 27 million people had watched, of which the vast majority (approximately 70 percent) tuned in to BBC1’s coverage. At its peak, it generated a 95 share, meaning 95 percent of all televisions turned on within the UK territories had the funeral on their screens.
Cable news averages for September 19-25, 2022:
Total Day (Sep. 19-25 @ 6 a.m.-5:59 a.m.)
- Fox News Channel: 1.440 million viewers; 206,000 adults 25-54
- MSNBC: 0.844 million viewers; 82,000 adults 25-54
- CNN: 0.603 million viewers; 116,000 adults 25-54
- HLN: 0.163 million viewers; 50,000 adults 25-54
- The Weather Channel: 0.155 million viewers; 33,000 adults 25-54
- CNBC: 0.121 million viewers; 33,000 adults 25-54
- Newsmax: 0.121 million viewers; 13,000 adults 25-54
- Fox Business Network: 0.115 million viewers; 14,000 adults 25-54
Prime Time (Sep. 19-24 @ 8-11 p.m.; Sep. 25 @ 7-11 p.m.)
- Fox News Channel: 2.155 million viewers; 281,000 adults 25-54
- MSNBC: 1.251 million viewers; 110,000 adults 25-54
- CNN: 0.674 million viewers; 132,000 adults 25-54
- Newsmax: 0.188 million viewers; 20,000 adults 25-54
- The Weather Channel: 0.178 million viewers; 38,000 adults 25-54
- HLN: 0.167 million viewers; 46,000 adults 25-54
- CNBC: 0.158 million viewers; 56,000 adults 25-54
- NewsNation: 0.046 million viewers; 8,000 adults 25-54
- Fox Business Network: 0.043 million viewers; 6,000 adults 25-54
Top 10 most-watched cable news programs (and the top programs of other outlets with their respective associated ranks) in total viewers:
1. The Five (FOXNC, Tue. 9/20/2022 5:00 PM, 60 min.) 3.678 million viewers
2. The Five (FOXNC, Mon. 9/19/2022 5:00 PM, 60 min.) 3.582 million viewers
3. The Five (FOXNC, Wed. 9/21/2022 5:00 PM, 60 min.) 3.348 million viewers
4. Hannity (FOXNC, Wed. 9/21/2022 9:00 PM, 60 min.) 3.226 million viewers
5. Tucker Carlson Tonight (FOXNC, Tue. 9/20/2022 8:00 PM, 60 min.) 3.208 million viewers
6. The Five (FOXNC, Thu. 9/22/2022 5:00 PM, 60 min.) 3.150 million viewers
7. Tucker Carlson Tonight (FOXNC, Wed. 9/21/2022 8:00 PM, 60 min.) 3.076 million viewers
8. Tucker Carlson Tonight (FOXNC, Thu. 9/22/2022 8:00 PM, 60 min.) 3.001 million viewers
9. Jesse Watters Primetime (FOXNC, Tue. 9/20/2022 7:00 PM, 60 min.) 2.918 million viewers
10. The Five (FOXNC, Fri. 9/23/2022 5:00 PM, 60 min.) 2.906 million viewers
35. State Funeral Queen E II “Committal Service St Georges Chapel” (CNN, Mon. 9/19/2022 11:00 AM, 60 min.) 2.074 million viewers
29. Last Word with Lawrence O’Donnell (MSNBC, Wed. 9/21/2022 10:00 PM, 60 min.) 2.276 million viewers
188. Real Time With Bill Maher “Episode 613” (HBO, Fri. 9/23/2022 10:00 PM, 57 min.) 0.879 million viewers
332. Last Week Tonight (HBO, Sun. 9/25/2022 11:21 PM, 32 min.) 0.523 million viewers
337. Weekend Recharge (TWC, Sun. 9/25/2022 11:00 AM, 60 min.) 0.516 million viewers
395. Kudlow (FBN, Wed. 9/21/2022 4:00 PM, 60 min.) 0.398 million viewers
397. The Daily Show (CMDY, Tue. 9/20/2022 11:00 PM, 33 min.) 0.395 million viewers
439. Forensic Files “Jean Pool” (HLN, Tue. 9/20/2022 12:00 AM, 30 min.) 0.325 million viewers
517. Closing Bell (CNBC, Wed. 9/21/2022 3:00 PM, 60 min.) 0.260 million viewers
750. Newsnation Prime (NWSN, Sat. 9/24/2022 7:00 PM, 60 min.) 0.158 million viewers
Top 10 cable news programs (and the top programs of other outlets with their respective associated ranks) among adults 25-54:
1. The Five (FOXNC, Tue. 9/20/2022 5:00 PM, 60 min.) 0.490 million adults 25-54
2. Hannity (FOXNC, Wed. 9/21/2022 9:00 PM, 60 min.) 0.476 million adults 25-54
3. Tucker Carlson Tonight (FOXNC, Tue. 9/20/2022 8:00 PM, 60 min.) 0.468 million adults 25-54
4. The Five (FOXNC, Wed. 9/21/2022 5:00 PM, 60 min.) 0.467 million adults 25-54
5. Tucker Carlson Tonight (FOXNC, Wed. 9/21/2022 8:00 PM, 60 min.) 0.457 million adults 25-54
6. Tucker Carlson Tonight (FOXNC, Thu. 9/22/2022 8:00 PM, 60 min.) 0.440 million adults 25-54
7. The Five (FOXNC, Thu. 9/22/2022 5:00 PM, 60 min.) 0.408 million adults 25-54
8. State Funeral Queen E II “Committal Service St Georges Chapel” (CNN, Mon. 9/19/2022 11:00 AM, 60 min.) 0.404 million adults 25-54
9. The Five (FOXNC, Mon. 9/19/2022 5:00 PM, 60 min.) 0.388 million adults 25-54
10. Jesse Watters Primetime (FOXNC, Wed. 9/21/2022 7:00 PM, 60 min.) 0.387 million adults 25-54
76. All In with Chris Hayes (MSNBC, Wed. 9/21/2022 8:00 PM, 60 min.) 0.226 million adults 25-54
109. Last Week Tonight (HBO, Sun. 9/25/2022 11:21 PM, 32 min.) 0.187 million adults 25-54
168. The Daily Show (CMDY, Tue. 9/20/2022 11:00 PM, 33 min.) 0.143 million adults 25-54
173. Forensic Files “Traffic Violations” (HLN, Tue. 9/20/2022 12:30 AM, 30 min.) 0.139 million adults 25-54
182. Real Time With Bill Maher “Episode 613” (HBO, Fri. 9/23/2022 10:00 PM, 57 min.) 0.136 million adults 25-54
225. Weekend Recharge (TWC, Sun. 9/25/2022 11:00 AM, 60 min.) 0.121 million adults 25-54
317. Shark Tank “Shark Tank 1020” (CNBC, Tue. 9/20/2022 9:00 PM, 60 min.) 0.096 million adults 25-54
534. Kudlow (FBN, Wed. 9/21/2022 4:00 PM, 60 min.) 0.058 million adults 25-54
912. Newsnation Prime (NWSN, Sat. 9/24/2022 7:00 PM, 60 min.) 0.022 million adults 25-54
Source: Live+Same Day data, Nielsen Media Research
Douglas Pucci is a Bronx native and NYU graduate analyzing news television ratings for Barrett News Media. He did an internship at VH1’s “Pop Up Video” in 1997. After college, Pucci went on to design, build and maintain websites for various non-profit organizations in his hometown of New York City. He has worked alongside media industry observer Marc Berman for over a decade reporting on all things television, first at Cross MediaWorks from 2011-15 then at Programming Insider since 2016. Pucci also contributed to the sports website Awful Announcing. Read more: https://programminginsider.com/author/douglas/
Dave Ramsey Never Wanted To ‘Do Radio’
That is the legacy, to date, of The Ramsey Show and Ramsey Solutions, which has helped people get out of debt and become financially independent for 30 years.
You can touch a lot of lives in the course of the day if your goal when waking up is to help and serve as many people as possible. And you can help, counsel, motivate and love untold numbers of people when you build a team to share that aim, and you do so for nearly 11,000 days. That is the legacy, to date, of The Ramsey Show and Ramsey Solutions, founded by Dave Ramsey, which has helped people get out of debt and become financially independent for 30 years.
Last week, the show released a bonus episode on YouTube and podcast, with the current team of Ramsey personalities reminiscing with their leader, Dave Ramsey, on the evolution of the program, and its mission, over the last three decades.
The show began 30 years ago when Dave Ramsey made a guest appearance on a friend’s real estate program on a local Nashville radio station. The host of the show quit shortly thereafter, and Ramsey was asked if he wanted to take over the time slot.
“I’m not doing radio,” Ramsey said at the time. “Radio people don’t get paid nothing. They’re like bankers – big egos and titles and no money. I need money. I am broke, my kids are hungry. I am not doing this.” Ramsey had just gone through bankruptcy, after watching his personal real estate empire crumble, leaving his family in financially dire straits. He had emerged with the goal of helping others avoid the pitfalls and pain he had brought on himself.
Eventually, Ramsey agreed to host the radio show a couple of days a week as a way to promote his self-published book, Financial Peace, which he was promoting and selling out of the trunk of his car. Ramsey said the awful Money Game program was “hillbilly, red-neck radio.” In time, Ramsey took over the program on his own and re-branded it The Dave Ramsey Show, based largely on the example laid out by other top radio stars, such as Rush Limbaugh and Dr. Laura Schlessinger.
“We shifted everything to Dave Ramsey, branding off the single person brand. And then everything drove through that brand,” Ramsey recalls. “That focus is what helped us move everything. Events, books, website started working. It was in the early days of the web.”
About fifteen years ago, the brand began to look toward the future, branching out to include multiple personalities and building an eventual succession plan.
“In my mid-40’s I said this thing’s not going to outlive me if we don’t decide how we’re going to carry the message in the next generation,” Ramsey said. “As we started thinking about that we said well, we don’t really say anything that’s unique. Lots of people have said, live on less than you make, get on a budget. You know, lots of articles that were boring, written by boring financial people.
“The only thing that’s unique is that we actually love the people. We actually care about people, and we actually help them. We’ve got compassion for them and we’re sassy and smart-aleck and funny and tell stories and entertain and convince them in the midst of that to go through their transformation. So we realized at that point that the business, the whole thing we built, would just die with me if we didn’t have other people that could do the same thing.”
Enter new personalities, such as those who appeared with Ramsey on the special 30th Anniversary episode – his daughter, Rachel Cruze, Ken Coleman, Dr. John Delony, George Kamal and Kristina Ellis.
When listeners visit the Ramsey Solutions headquarters in Franklin, Tennessee, they are greeted like friends, with Janelle graciously checking them in and offering them a cookie and cup of coffee. Over three decades, the radio program – like the brand itself – has become much more than a radio show about money.
“I would say it’s a place that people call in with their questions about their life, and it’s more heavily geared towards money. But yeah, it’s just a couple people sitting in a radio studio, friends, and taking people’s calls.” Cruze said.
“We’re kind of diving into whatever mess is going on in life and going, here’s how we can help,” Kamel interjected.
The program has evolved into areas such as relationships, boundaries, career growth, mental health, college planning and small business building.
“The pressure for someone to call in live on the air and talk to somebody, that’s a terrifying proposition for a lot of people, so there’s that,” said Coleman, who focuses heavily on his role as a career coach. “And then they’re dealing with something where they go, I feel like I need a breakthrough. And so, regardless of the topic, like Rachel said, it’s just a real person with a real struggle who needs real help.”
In addition to the flagship Ramsey Show, many of the personalities now also host individual podcasts, which focus on their specific areas of expertise. And during this special anniversary episode, the hosts recalled some of the more memorable calls they’ve taken on the air. From the hilarious to the emotional, Ramsey and his co-hosts have tackled it all on the air over the years.
The man planning to get out of debt.
The war vet dealing with PTSD.
The college student searching for Biblical principles for handling money.
The millionaire developing a plan to become incredibly generous.
The main considering installing a pay phone in his home.
The brother forming a business partnership with his sibling.
The frightened mother cowering in a back room, hiding from her angry and violent spouse.
“I remember the first couple of calls I took on my podcast, and it came out organically. My first response to their question was, why are you calling me? That’s a huge thing. Why haven’t you called your friends or your pastor or your family members?” Dr. Delony recalled. “And to a person every response was, dude I got nobody. Like, you’re the only person to call. And so if you’d have asked me right when I was starting, what is the role of the show, how do I explain it? I would have said it’s a show people call about life.
“Now I think my answer would be different. It’s – We’ll Be There. When you’ve got nobody, we’ll be honest with you. And we’ll tell you what we think. We think we’re pretty smart. We think we know what we’re talking about, but we’ll be honest with you.”
In many respects, the Ramsey Show has become a place where callers can talk about subjects they may not even feel comfortable discussing with their own friends and family. After all, money conversations can be sensitive.
“I also think it’s just like a safe space. These topics we talk about, sometimes there’s a stigma around them. People feel shame and they feel intimidated to talk to their friends and family. It’s like this is a spot where we’re comfortable with this,” Ellis said. “You can bring us your ugly stuff. You can bring us the things that you don’t want to mention to anyone else and we’ll work through it.”
It’s a long way from the “awful, hillbilly program” on local Nashville radio. But through constant growth and evolution of the program and the organization, the company has helped countless people around the country and around the world. And judging by the trajectory, this group plans to help a whole lot more over the coming decades.
“The thing is when you tell people the truth about how to get a job, or the truth about, here’s how you do this relationship, or the truth about what you got to do with your money, they hear it even if they don’t like it,” Ramsey summed up. “Truth has a way of getting to you. And they know you love them. And we love them. We care about them.”
Rick Schultz is a former Sports Director for WFUV Radio at Fordham University. He has coached and mentored hundreds of Sports Broadcasting students at the Connecticut School of Broadcasting, Marist College and privately. His media career experiences include working for the Hudson Valley Renegades, Army Sports at West Point, The Norwich Navigators, 1340/1390 ESPN Radio in Poughkeepsie, NY, Time Warner Cable TV, Scorephone NY, Metro Networks, NBC Sports, ABC Sports, Cumulus Media, Pamal Broadcasting and WATR. He has also authored a number of books including “A Renegade Championship Summer” and “Untold Tales From The Bush Leagues”. To get in touch, find him on Twitter @RickSchultzNY.
The Two Americas and the One Thing
Red – blue. Liberal – conservative. Republican – Democrat. No matter how you say it, the divisions run deep. More than ever, it seems there are two Americas.
Doctor Martin Luther King Jr. used the phrase “two Americas” in a 1967 speech. North Carolina Senator Johnathon Edwards made two Americas the theme of his 2004 run for president.
Not since the Civil War has America been as divided as today.
Red – blue. Liberal – conservative. Republican – Democrat. No matter how you say it, the divisions run deep. More than ever, it seems there are two Americas.
Can the two Americas agree on anything?
As I’ve come to understand that gender is fluid, America is “systemically racist,” and not all lives matter – and people can get fired for saying they do – it is hard to imagine ANYTHING on which the two Americas agree.
Fortunately, I receive a weekly email from Edison Research. One of which set me straight. There is at least ONE THING that the two Americas have in common. And it’s a podcast.
Data from Edison Research’s Podcast Metrics is fascinating. Before revealing what the two Americas have in common, let’s examine the differences in Republican and Democrat podcast listening habits.
Self-identified Democrats are more likely to listen to podcasts monthly than those who say they are Republicans by 41% to 36%. Intuitively, this finding makes sense as we dig deeper into the results. Republicans are probably listening to more Talk Radio, though the data provided doesn’t explicitly state this.
Edison Research notes, “when it comes to podcasts about politics, Edison Podcast Metrics shows wildly different listening patterns depending on which party one prefers.”
Eight of the top 20 podcasts among Republicans are political. Democrats, on the other hand, place only three podcasts that are political or deal with political topics in their top 20.
Republican podcast listening is more focused on politics, while Democrats have a wider range of podcast interests that make up their top 20 podcasts. Make of that what you will. Further, several of the leading podcasts among Republicans are available on the radio. This finding suggests a few possibilities:
- Republican listeners are giving up time spent listening to the radio for podcasts and whatever financial implications that means
- They can’t get enough of their favorite conservative talk hosts, listening to their shows over again
- They are listening to other programming that is not available in their market or when they are not able to listen (possibly even because they are listening to another show)
In the last two cases, the podcast is effectively a DVR.
Edison Research created the graphic below, which shows the overall rank of political podcasts or ones that touch on political topics separated by self-identified Democrats and Republicans.
Here we see the ONE THING that Democrats and Republicans have in common: “The Joe Rogan Experience” is the most listened to podcast regardless of major party affiliation.
What makes Joe Rogan bridge red and blue America is beyond the scope of the research. Therefore, we can only speculate why Rogan appeals to podcast listeners who belong to both political parties. Responses from long-time, regular Joe Rogan listeners, are welcome and appreciated.
Marshall McLuhan famously said, “the medium is the message.” Once in a generation, a broadcaster becomes bigger than the medium. Howard Stern did for over a decade. Football broadcasts earn this stature every week. Has Rogan achieved that status, or does he still fall short of this description even with the ability to cross the aisle? If Rogan has reached that level, he is the first podcaster to do so.
Edison Research co-founder and president Larry Rosin shared additional insights telling me, “Rogan’s reach is 50% higher among Republicans, but he still leads with Democrats. That’s how far ahead of the field he is.” However, Rogan doesn’t lead across the board. He isn’t first among women. Rogan does win virtually every male demo, including 55+.
The Edison Research email also breaks down the data to reveal which show (among the larger ones) has the highest proportion of its audience that is Republican: “The Michael Knowles Show” (from the Daily Wire). The show with the highest Democrat composition is “Lovett or Leave it” (from Crooked Media).
I’ve never met or communicated with Joe Rogan. I don’t know his goals and ambitions, but America is looking for a leader who crosses partisan lines. If Rogan doesn’t care to lead and avoids stepping into a partisan mess, he could help the country. At the very least, he could develop an even larger mass audience.
Andy Bloom is president of Andy Bloom Communications. He specializes in media training and political communications. He has programmed legendary stations including WIP, WPHT and WYSP/Philadelphia, KLSX, Los Angeles and WCCO Minneapolis. He was Vice President Programming for Emmis International, Greater Media Inc. and Coleman Research. Andy also served as communications director for Rep. Michael R. Turner, R-Ohio. He can be reached by email at email@example.com or you can follow him on Twitter @AndyBloomCom.