|
INSIDERADIO.COM
Thursday, September
15, 2005
The Inside Story
with Mike Kinosian: Losing baseball — the team, that
is.
Brave New World Many broadcasters with heritage call letters, familiar personalities and/or benchmark events strongly endorse the notion that listeners crave consistency. St. Louis is an excellent example. Residents there couldn’t conceive of seeing Stan “The Man” Musial’s No. 6 on the back of anything but a Cardinals’ uniform. And whether their team played the Red Sox in the 1967 World Series or in the 2004 Fall Classic, St. Louis listeners knew they could follow them on KMOX. But the unthinkable happened. After a 50-year association with “The Voice Of St. Louis” (KMOX), the Cardinals next year will take their games to “The Big 550”, KTRS. Life will go on for Infinity’s perennially No. 1 KMOX – just as it has for Cox News/Talk WSB-AM/Atlanta, no longer the Atlanta Braves’ flagship. That 10-year marriage ended when the Braves recorded their final out of the 2004 campaign. Rights fees for the National League team were actually scooped up by Clear Channel Talk/Rock combo WGST-AM & WKLS-FM just as the 2004 season was getting underway, and the switch marks a reunion between Clear Channel/Atlanta and the Braves. Beginning with the 1992 season – when Atlanta went to the World Series – an enterprising young GM named John Hogan acquired Braves’ radio rights from WSB-AM for WGST-AM and Adult Contemporary WPCH-FM (now WLTM). Getting back in the baseball business in Atlanta was so important to the Clear Channel Radio CEO that he personally attended the March 30th press conference. Demo Gains When Arbitron released Atlanta’s 12+ spring 2005 numbers, WSB-AM was sitting at No. 1, virtually even (9.4 – 9.3) with where it was a year ago. If Atlanta’s results are any indication – and using a mixed (St. Louis) sports metaphor - icon News/Talk KMOX might not be singing the “blues” this time next year without baseball. “Their spring-to-spring numbers may be [similar to what happened with WSB-AM],” opines WSB-AM VP/GM David Meszaros. “We enjoyed our association [with the Braves], but at the end of the day, our [Monday-Friday, Adults 25-54] 6am-7pm spring-to-spring numbers went up 20% [8.5 – 10.2].” Monday-Sunday numbers made a 15% improvement (7.4 - 8.5). “Our news, weather and traffic products were in-place,” Meszaros declares. “We obviously felt very good about the ratings success we enjoyed without [the Braves].” Halo Effect It would’ve been quite natural and understandable, however, for WSB-AM management to express concern about what would happen after losing a core station element. Several longtime baseball/radio station partners have split in recent years, including WABC/New York-Yankees (now on WCBS-AM) and KABC/Los Angeles-Dodgers (now on KFWB). “You can see their ratings for the next few books went up after the team left,” Meszaros comments. “There are [other] cases like that with perennial flagship stations. For whatever reason when [the station] moved on from the team, they enjoyed better ratings success.” With a 10-year run as the Braves flagship, there may also be a residual halo effect for WSB-AM. “For a little while, some people may still think we’re carrying the games,” Meszaros concedes. “As a News/Talk station, we still provide coverage of the team, but it’s not like we’re doing promotions and those kinds of things.” It’s believed WSB-AM’s most recent phase of its Braves deal was a five-year $35 million pact. Clear Channel’s rights fees weren’t disclosed, but speculation has that five-year contract to be worth as much as $13 million per year. “They’ve put a lot of resources behind it with billboards and television support,” Meszaros notes of Clear Channel/Atlanta. “But if you look at spring-to-spring numbers for WGST and WKLS, they’re down about 10% [Monday-Friday] 6am-7pm.” Breaking News Several obvious benefits go with being an MLB flagship, not the least of which is a built-in cume builder. “You bring in people who may not be fans of your particular format,” Meszaros remarks. “If programming does it the right way and can recycle that audience from nights to morning drive, it can be a good boost to a station.” Negatives include overall apathy, or the city not being able to fully embrace the team because of its losing record. Another problem involves format compatibility. As a News/Talk station, WSB-AM lives on breaking news, and nothing brings that point home better than what we just witnessed with Hurricane Katrina. “That’s what we get paid to do and what our audience expects [from us],” Meszaros states. “There were numerous instances [in past years] where we were in the middle of a game and couldn’t cover what [was happening]. You can break in and give some details, but it’s not like we could go into long-form programming in the middle of a game. Instances like that get PDs across the country frustrated [because] they can’t do what they’re supposed to.” Taking up the slack for the Braves (7-10pm) is Talk Radio Network’s Michael Savage. “We probably retained about two/thirds of our audience,” comments Meszaros, who declined to say whether losing the Braves was a positive or negative in terms of revenue. Fair-Weather Fans Team performance is always a dicey consideration over a 162-game baseball contract. It’s therefore highly noteworthy that ever since Major League Baseball implemented its Division Series/Championship Series playoff concept in the 1995 season, the Braves have always participated – and never as a Wild Card team. They progressed to the NLCS six times in those 10 chances and to the World Series in 1995, 1996 and 1999, capturing the crown in 1995 and 1999. Despite that stellar track record, Meszaros doesn’t include Atlanta among cities with blindly loyal fan bases. “Whether the Red Sox, Cubbies, Cardinals or Yankees win or lose, I suspect the five-year numbers [for their flagship stations] are relatively the same,” he theorizes. “Atlanta is sometimes coined as having `fair weather’ fans. You’d think the enthusiasm and level of interest [for the Braves] would be extraordinary. The team’s performance speaks for itself. [Super-station] WTBS-TV has carried the television portion for many years and there’s probably been a fair ratings decline. You scratch your head and wonder how that could possible [happen]. There’s a certain intangible here you can’t measure.” Win/Loss Record & Ratings Genuinely competitive teams typically start feeling that certain pennant-race atmosphere by early August. Consequently in some markets, a baseball station’s summer and fall books are better barometers of how excited they are to be carrying that team. The Braves currently enjoy a comfortable lead over Florida and Philadelphia in the NL East. Only the Cardinals, White Sox and Red Sox have higher winning percentages in all of MLB. “The thing that’s so exciting for them is their new young blood,” Meszaros remarks. “But many times, [a good] win/loss [record] doesn’t necessarily translate into ratings. It depends on the city and [excitement] each team has. The Adult 25-54 ratings [performances] of stations like [Boston Red Sox flagship] WEEI, [Cub flagship] WGN and [San Francisco Giants flagship] KNBR will be very consistent.” Those – of course - are terrestrial stations and MLB created quite an uproar when it inked a pact with XM Satellite Radio. “Stations that paid rights fees felt MLB should never have done that,” Meszaros maintains. “[But I don’t know how many] people signed up for major league baseball on XM and are listening to satellite rather than [on local terrestrial stations]. I just don’t think it’s going to have much of an effect on revenue at all.” Commitment To Caring The departure of the Braves hasn’t diminished what we once called the “Full-Service” aspect of WSB-AM’s image. The Cox outlet recently conducted a 36-hour Care-A-Thon to help produce a cure for cancer in children. “Cox Radio and associated companies are charged with being good corporate community citizens,” Meszaros explains. “I looked back five years ago and, frankly, wasn’t happy with our community effort. We did our fair share, but I know this is such an influential station. I knew that if I got [5-8:30am talent] Scott Slade, Neal Boortz [8:30am-1pm], Clark Howard [1-4pm] and [ABC Radio’s] Sean Hannity [4-7pm] talking up some kind of effort, we could do good things.” They all got together and Meszaros charged them and his programming staff to brainstorm what WSB-AM could do to make a meaningful difference. “I wanted them to think about an area that they could commit themselves to, be passionate about and devout themselves to, every year,” he points out. “We created this Care-A-Thon for a cure of childhood blood disorders and cancers.” Different Ballgame The inaugural radio-thon originated from an empty hospital room in the AFLAC Cancer Center. A makeshift studio was set up and station personalities began the marathon broadcast at 5am. “It’s non-stop and we utilize all our talent,” Meszaros remarks. “Everybody on the station gets involved with the hospital staff. It’s an extraordinarily emotional two days.” Over four years, WSB-AM raised $2.3 million for cancer research and on August 18th and 19th (2005) tacked on another nearly $1.1 million. “It’s been fantastic – an unbelievable blessing for everyone,” Meszaros notes with emotion. “Architects were re-arranging the hospital and had taken the room where we began the first broadcast and made it into a patient’s room. Everybody in the hospital said `absolutely not.’ It’s hallowed ground and will stay that way. They brought us over [a week before this year’s radio-thon] and named it `The WSB Theater.’ It was very special.” During the time it aired Braves baseball, WSB-AM figured out how to do the event around the team’s schedule. “We’d find an August window where there wouldn’t be a conflict,” Meszaros explains. “This is an unbelievably powerful station and we’ve been fortunate enough to win the Marconi Award [in the `Legendary Station’ category]. There are [other] great News/Talk AM stations throughout the country, [but] we’re blessed with a team of really dedicated pros passionate about the game.” Celebrity Helping Hand Not one to sit idly by, Atlanta-based Clark Howard – who joined the Georgia Defense Force after the 9/11 terrorist attacks – did his part (9/3 & 9/4 2005) for the Hurricane Katrina relief effort. In addition to helping take New Orleans evacuees off planes at Marietta, GA’s Dobbins Air Reserve Base, the country’s leading consumer crusader flew to the devastated area, where he unloaded supplies and picked up 130 people for evacuation, including 30 who were confined to wheelchairs. Atlanta Spring 2005 Overview The following “Inside Story” analysis details how the 11th-largest market changed from spring 2004-spring 2005 according to 12+ Arbitron format shares. Despite no longer being the Atlanta Braves’ flagship station, Cox Talk outlet WSB-AM is No. 1 and enjoys a 1.1-share (12+) total-week advantage over Infinity Urban Contemporary “V 103” (WVEE-FM). A station’s overall market rank is followed by calls; spring 2004 12+ share; spring 2005 12+ share; and 12+ spring-spring fluctuation. Talk 12.9 +0.4 01 WSB-AM 9.4 9.3 -0.1 17 WGST-AM 2.7 2.4 -0.3 26 WWAA-AM 0.0 0.7 +0.7 28 WAOK-AM 0.4 0.5 +0.1 Urban Contemporary 13.1 -1.5 02 WVEE-FM 7.9 8.2 +0.3 09 WHTA-FM 4.3 3.3 -1.0 20 WFOX-FM 2.4 1.6 -0.8 Country 9.5 -0.4 03 WKHX-FM 6.5 5.6 -0.9 15 WYAY-FM 3.2 2.9 -0.3 28 WNGC-FM 0.0 0.5 +0.5 28 WTSH-FM 0.2 0.5 +0.3 Gospel 4.9 +0.3 04 WPZE-FM 4.6 4.9 +0.3 CHR/Pop 6.2 -0.8 05 WSTR-FM 4.5 4.5 Flat 19 WWWQ-FM 2.5 1.7 -0.8 Urban AC 4.2 +0.2 06 WALR-FM 4.0 4.2 +0.2 Adult Contemporary 8.1 +1.0 07 WSB-FM 4.5 4.1 -0.4 08 WLTM-FM 2.6 4.0 +1.4 CHR/Rhythmic 3.3 +0.1 09 WBTS-FM 3.2 3.3 +0.1 Spanish Contemporary 3.3 +2.8 09 WWVA-FM 0.5 3.3 +2.8 Rock 3.2 +0.6 12 WKLS-FM 2.6 3.2 +0.6 Christian AC 4.0 -0.1 13 WFSH-FM 3.3 3.1 -0.2 23 WVFJ-FM 0.8 0.9 +0.1 Alternative 4.2 -0.2 13 WNNX-FM 3.3 3.1 -0.2 22 WBZY-FM 1.1 1.1 Flat Smooth Jazz 2.9 Flat 15 WJZZ-FM 2.9 2.9 Flat Triple A 2.1 -0.2 18 WZGC-FM 2.3 2.1 -0.2 Urban Oldies 1.5 -0.1 21 WAMJ-FM 1.6 1.5 -0.1 Sports 1.7 +0.1 23 WQXI-AM 0.8 0.9 +0.1 25 WCNN-AM 0.8 0.8 Flat Regional Mexican 1.2 -0.3 26 WLKQ-FM 0.5 0.7 +0.2 28 WAOS-A & WXEM-A 1.0 0.5 -0.5 Christian Talk 0.4 +0.1 32 WLTA-A & WNIV-A 0.3 0.4 +0.1 Leading Formats With 13.1 total shares from three different stations (including overall No. 2 “V103”), Urban Contemporary is Atlanta’s No. 1 (12+) format. The 13.1 shares, however, reflect a –1.5 (12+) spring-spring fluctuation. Urban Contemporary 13.1 -1.5 Talk 12.9 +0.4 Country 9.5 -0.4 Adult Contemporary 8.1 +1.0 CHR/Pop 6.2 -0.8 Gospel 4.9 +0.3 Alternative 4.2 -0.2 Urban AC 4.2 +0.2 Christian AC 4.0 -0.1 CHR/Rhythmic 3.3 +0.1 Spanish Contemporary 3.3 +2.8 Rock 3.2 +0.6 Smooth Jazz 2.9 Flat Triple A 2.1 -0.2 Sports 1.7 +0.1 Urban Oldies 1.5 -0.1 Regional Mexican 1.2 -0.3 Christian Talk 0.4 +0.1 Hot & Cold Based on 12+ figures, nine Atlanta format categories (led by Spanish Contemporary’s +2.8 increase) experienced spring-spring increases; eight were down; and Smooth Jazz was flat. Format Shares Spring-Spring Fluctuation Spanish Contemporary 3.3 +2.8 Adult Contemporary 8.1 +1.0 Rock 3.2 +0.6 Talk 12.9 +0.4 Gospel 4.9 +0.3 Urban AC 4.2 +0.2 Christian Talk 0.4 +0.1 CHR/Rhythmic 3.3 +0.1 Sports 1.7 +0.1 Smooth Jazz 2.9 Flat Christian AC 4.0 -0.1 Urban Oldies 1.5 -0.1 Alternative 4.2 -0.2 Triple A 2.1 -0.2 Regional Mexican 1.2 -0.3 Country 9.5 -0.4 CHR/Pop 6.2 -0.8 Urban Contemporary 13.1 -1.5 Fluctuation By Station 09 WWVA-FM Spanish Contemporary 3.3 +2.8 08 WLTM-FM Adult Contemporary 4.0 +1.4 26 WWAA-AM Talk 0.7 +0.7 12 WKLS-FM Rock 3.2 +0.6 28 WNGC-FM Country 0.5 +0.5 02 WVEE-FM Urban Contemporary 8.2 +0.3 04 WPZE-FM Gospel 4.9 +0.3 28 WTSH-FM Country 0.5 +0.3 06 WALR-FM Urban AC 4.2 +0.2 26 WLKQ-FM Regional Mexican 0.7 +0.2 09 WBTS-FM CHR/Rhythmic 3.3 +0.1 23 WVFJ-FM Christian AC 0.9 +0.1 23 WQXI-AM Sports 0.9 +0.1 28 WAOK-AM Talk 0.5 +0.1 32 WLTA-A & WNIV-A Christian Talk 0.4 +0.1 05 WSTR-FM CHR/Pop 4.5 Flat 15 WJZZ-FM Smooth Jazz 2.9 Flat 22 WBZY-FM Alternative 1.1 Flat 25 WCNN-AM Sports 0.8 Flat 01 WSB-AM Talk 9.3 -0.1 21 WAMJ-FM Urban Oldies 1.5 -0.1 13 WNNX-FM Alternative 3.1 -0.2 13 WFSH-FM Christian AC 3.1 -0.2 18 WZGC-FM Triple A 2.1 -0.2 15 WYAY-FM Country 2.9 -0.3 17 WGST-AM Talk 2.4 -0.3 07 WSB-FM Adult Contemporary 4.1 -0.4 28 WAOS-A & WXEM-A Regional Mexican 0.5 -0.5 19 WWWQ-FM CHR/Pop 1.7 -0.8 20 WFOX-FM Urban Contemporary 1.6 -0.8 03 WKHX-FM Country 5.6 -0.9 09 WHTA-FM Urban Contemporary 3.3 -1.0 >The fourth highest gainer (+0.6) is Clear Channel Rock WKLS-FM, which now carries Braves baseball. AM Versus FM Precisely three of every four stations appearing in Atlanta’s spring 2005 Arbitron book are FMs; Urban Contemporary WVEE maintains a wide lead over (FM runner-up) Country WKHX. 02 WVEE-FM Urban Contemporary 8.2 +0.3 03 WKHX-FM Country 5.6 -0.9 04 WPZE-FM Gospel 4.9 +0.3 05 WSTR-FM CHR/Pop 4.5 Flat 06 WALR-FM Urban AC 4.2 +0.2 07 WSB-FM Adult Contemporary 4.1 -0.4 08 WLTM-FM Adult Contemporary 4.0 +1.4 09 WBTS-FM CHR/Rhythmic 3.3 +0.1 09 WWVA-FM Spanish Contemporary 3.3 +2.8 09 WHTA-FM Urban Contemporary 3.3 -1.0 12 WKLS-FM Rock 3.2 +0.6 13 WNNX-FM Alternative 3.1 -0.2 13 WFSH-FM Christian AC 3.1 -0.2 15 WYAY-FM Country 2.9 -0.3 15 WJZZ-FM Smooth Jazz 2.9 Flat 18 WZGC-FM Triple A 2.1 -0.2 19 WWWQ-FM CHR/Pop 1.7 -0.8 20 WFOX-FM Urban Contemporary 1.6 -0.8 21 WAMJ-FM Urban Oldies 1.5 -0.1 22 WBZY-FM Alternative 1.1 Flat 23 WVFJ-FM Christian AC 0.9 +0.1 26 WLKQ-FM Regional Mexican 0.7 +0.2 28 WNGC-FM Country 0.5 +0.5 28 WTSH-FM Country 0.5 +0.3 01 WSB-AM Talk 9.3 -0.1 17 WGST-AM Talk 2.4 -0.3 23 WQXI-AM Sports 0.9 +0.1 25 WCNN-AM Sports 0.8 Flat 26 WWAA-AM Talk 0.7 +0.7 28 WAOS-A & WXEM-A Regional Mexican 0.5 -0.5 28 WAOK-AM Talk 0.5 +0.1 32 WLTA-A & WNIV-A Christian Talk 0.4 +0.1 >Atlanta FMs account for 82% of this spring’s 12+ shares. >The average 12+ AM share/market rank this spring was 1.93/No. 22.5, compared to 2.96/No. 15 for Atlanta’s FMs. Subscribers can read more about John Hogan (6-7-2004) and Clark Howard (3-1-2004) in “The Mike Kinosian Interview: Personalities Inside Radio.” Don’t forget to check out last Thursday’s “Inside Story with Mike Kinosian” (9-8-2005), which focused on radio’s response to Hurricane Katrina. These exclusive weekly Inside Radio features are archived here.
Back To Home Page |
