WV Radio Puts Superbowl on ALL 7 Stations

[soccerguy]

I hear that WV Radio is putting the Superbowl broadcast on all 7 stations this Sunday.

Interesting.

[genlock]

I think WV Radio Corm owns more than seven stations.

[Lester]

I suspect the author means their particular market. I'm gonna guess at C/F/M, since that's where they own the most stations (and that's closer to Steeler Country).

YOU'LL LIKE THE SUPER BOWL, OR (nothing) ELSE!!!!

That is a bit over the top... if it's true.

[StopSet]

MOST people WATCH the superbowl!!!!!!!!!!!!!!!!!!!!!!!!!! 99.9%

[soccerguy]

Sorry...I meant all 7 stations in Charleston.

[Dave Loudin]

MOST people WATCH the superbowl!!!!!!!!!!!!!!!!!!!!!!!!!! 99.9%

So, there will be few listeners, anyway. Why not serve the folks who can't be in front of the boob panel?

[Arp2]

MOST people WATCH the superbowl!!!!!!!!!!!!!!!!!!!!!!!!!! 99.9%

So, there will be few listeners, anyway. Why not serve the folks who can't be in front of the boob panel?

Well, you know, there was a day when radio was an (or maybe even "the") alternative to the Super Bowl or the World Series...other networks would just lay down and offer up reruns against these events, so radio had legitimate opportunities that it frequently put a little effort into and took advantage of.

Putting the Super Bowl on all these signals is really a concession to the fact that the alternative to TV is now other TV (cable) and not radio.....

[Big Dawg]

72 :30 avails over 9 stations in Morgantown, Clarksburg and Elkins...all sold. You do the math. $$$.

[Clay JD Walker]

Makes complete sense, honestly...and look at traditional Sunday evening ratings, and how normally they're a dumping ground for countdown shows and other syndication and bonus spots for decent clients. Why not give most everyone off on Sunday evening and use the infastructure WVRadio has in place to make money. And, it's not like there's a book going on up there right now...

[Lester]

But screw the listeners.... and the buyer too for buying a worthless product.

[Dave Allen]

I would hardly say it is a worthless product. There are a hell of a lot people (stores, coal mines, hookers, etc) that have to work and can't watch the game. We have always carried the Super Bowl and people appreciate it.

[Big Dawg]

But screw the listeners.... and the buyer too for buying a worthless product.

This makes no sense! How is it "screwing the listeners" when you are offering a tremendous brand "NFL" and it's biggest game?
From last year's Super Bowl (Media Buyer Planner) "Nearly half of Boston and New York listeners who heard the Super Bowl on the radio said they listened in a car or truck. Listeners also reported that they were less likely to switch stations during the big game than they were when listening to something else."
http://www.arbitron.com/downloads/Super ... _Study.pdf
"Nearly 1 in 10 Indianapolis fans listened to part of the big game on radio".
"Most Super Bowl listening was done out of home".
I'm just saying, the NFL Super Bowl is ANYTHING BUT a "worthless product".

On the radio

Radio reaped its greatest benefit from the pre-game and post-game coverage of the Super Bowl.
Most of Super Bowl radio listening was done out of home: 49% of Bostonians and 45% of New Yorkers who listened to the radio on the day of the Super Bowl listened in a car or truck.
Some 9% of Boston adults and 8% of New York adults listened to pre-game, game or post-game coverage on the radio.

[Lester]

All seven stations? ALL SEVEN?

How much overlap was there? If I were an advertiser and bought a commercial from you, what are the odds it was heard when there were 6 other outlets airing commercials at the same time... some of them maybe my competitor?

I'm not saying that airing the game was a bad idea... not at all... it's a huge event. But to force feed everyone of your faithful listeners into a football game that they may not want to hear, and insure that any other of your properties they may run to is more the same.

Well, it bodes well for your competition... if anyone actually tried to compete against you. Luckily, they don't.

[Big Dawg]

In Morgantown, the commercials played across all 9 stations simultaneously. Plus, the advertiser gets a commercial schedule for the whole month of February on two stations of their choice. So, some advertisers chose a Clarksburg station and a Morgantown station. Some advertisers bought more than one package and ran spots in all 3 markets.. So, for a great price, your spots run on all 9 stations during the Super Bowl and you get a regular schedule through the month. Win-win...for the client and the company.

[Lester]

You're missing a "win" there...

But who cares about them when you don't have any competition?

[Big Dawg]

I assume you mean the other "win" being listeners? The one's that missed the FM strip shows? WKKW and The Bear had regular programming. Please quit writing in half sentences because I still don't understand your point. IT MADE MONEY! Advertisers are happy. We garnered new listeners on a Sunday. I seriously doubt that regular listeners were so disappointed they don't come back. What kind of radio programmer are/were you? Who would hire you if they read your point-of-view here? I STILL DON"T UNDERSTAND YOUR POINT!

[Lester]

Well, if it was to make you lose your cool (aid), I did the job quite nicely.



And as to your comments about my experience... I'm a listener now, Dawg. Now maybe you see why you don't get my point.

[Big Dawg]

Well, if it was to make you lose your cool (aid), I did the job quite nicely.



And as to your comments about my experience... I'm a listener now, Dawg. Now maybe you see why you don't get my point.

Obviously, you didn't express your ignorance of good radio programming to "make me lose my cool". I pointed out to you why it was a good business decision for a radio group to carry the Super Bowl and why it was good for advertisers. Your "listener's point-of-view" clouded you from seeing that this is still a business that can make money with smart programming. Lester, tell me what song you'd like to request and I'll "see if I can get it on for ya".

[Arp2]

I pointed out to you why it was a good business decision for a radio group to carry the Super Bowl and why it was good for advertisers.

Ok, now, to me, at least, that raises this question -- is it "good business" to feel the need to create "special packages" to sell to advertisers and seemingly discount the value of your normal programming, which usually has more listeners than the "special" programming that violates the expectations of listeners and would presumably produce better results for the clients? If your clients get results, it will be from "the rest" of the package and probably not the in-game. Plus, in the meantime, clients have been taught to wait for the "special package," not a good thing for the sellers or the station.

Your "listener's point-of-view" clouded you from seeing that this is still a business that can make money with smart programming.

So programming that violates listener expectations is "smart" programming? "I tuned in expecting hear the ____ that I love, but I got sports! If I wanted sports, I'd have turned on W___! I finally tried that one station I'd been hearing about....I finally learned how to use that music player my kids got me....I finally realized how much I like that satellite radio thing that came with my car....."

Is "smart" programming programming that helps meet the financial need of the month or programming that creates and reinforces a brand that can carry a station for its lifetime? The ears of Lester and all the other Lesters out there are what we're really selling...how is it a smart thing to send them away in frustration? That "listener's point of view" that supposedly clouded Lester's mind is the real bottom line!

Yes, I know reality, and I know the times; still, I like to at least entertain the idea that there can be brand integrity and "promises made are promises kept"...it does still exist in almost every other industry, you know.

[Hoosier Daddy]

I don't question the wisdom of airing the Super Bowl on radio -- maybe 1 or 2 FM stations and a handful of AM stations (as may be needed for market coverage) -- and I can understand an advertising "package deal" that includes spots before and after the game day. It makes sense to broadcast such a popular event, and it makes sense to bring in extra advertising money to fill the bank account. I understand you are a business! But every station in your cluster? A nine frequency simulcast in Morgantown? Why?