When considering how to sell live play-by-play commercials, four factors come to mind: broadcast times, tv, streaming rights, and announcers. And, let’s define play by play as broadcasts for local high school football and basketball, college football and basketball, NFL, NBA, MLB, and NHL games.
First, make sure you review this piece from Rob Taylor to understand how programming and management feel about paying to broadcast games. Once somebody in your building decides to give up inventory or cash to broadcast those games, you will be expected to sell live play-by-play whether you want to or not.
When will the games air?
This helps in determining the price of most inventory. Games that are during the weekday or late afternoon drive have the most value to me. If the broadcast is important enough to bump your regular weekday programming, it MUST be critical. Local college and pro games can have great tune-in for pre and post-game coverage as well. Afternoon drive weekday pre-game shows for big games are perfect settings to reach fans anticipating the game and driving around doing errands while they whet their appetite for the game. Home game post-game coverage has the advantage of thousands of fans getting in their cars and craving post-game analysis and interviews. Some games end early enough for fans to listen to post-game while traveling for hours home after a college football game. Weekend day games are perfect for listening while driving around or working around the house.
Is the game on TV?
Most everybody prefers to watch a game on tv over listening to the radio. And now fans can stream some tv broadcasts off their phone and listen in their car or earbuds. Road games with no tv option present great tune-ins for fans who want to follow the game live.
Can you sell streaming commercials?
If you can sell commercials on your stream, you can sell two demographics to your advertisers. Younger or tech-savvy fans prefer to stream even in their car, and older listeners in their cars or even, to some extent at home, will flip on the radio. I still think that fans prefer the tv to any stream, which is just a tiny part of the case for buying play-by-play from you. I don’t think it is a deal-breaker for most clients, but there will be enough buyers who will want this option.
Who is calling the game?
Long tenured broadcasters who have a distinct style like the retiring Marv Albert generate an audience on their own. If you have a beloved local broadcaster, you already know that. If you don’t, and you control the situation, find one and stick with them. I have sold more local play-by-play this way to clients who want to associate with the legendary local broadcaster.
If you look at play-by-play as a unique asset, treat it that way to your client, and price it fairly, selling play-by-play is a slam dunk in sports radio.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
