Temperatures rise during the summer months in Phoenix. The same can’t always be said about sports radio ratings. But in 2021, listenership in Phoenix advanced to a record level.
Following a spring book which saw the Phoenix Suns get hot in the playoffs and begin their push to the NBA Finals, Arizona Sports 98.7 rode that momentum to its most dominant victory ever in the summer book. The station produced a 5.6 share for the quarter in weekday prime (M-F 6a-7p) to finish 6th overall. That was a nine tenths of a point increase from their spring performance.
The news was even better for 98.7’s afternoon show, Burns and Gambo. The popular duo popped a station best 6.4 share in their timeslot to finish the book in 2nd place. That marked the third straight book of growth for the show, including a seven tenths gain from the spring.
Next best in the lineup were Bickley and Marotta. The new morning team, which had been installed in middays during the summer months, closed out their midday tenure with a 5.5 share. That showing was good enough to place them 4th in the market for the quarter. The midday slot improved by a full point from spring to summer.
Wrapping up in morning drive, the longtime team of Doug and Wolf, which previously featured Doug Franz and Ron Wolfley, signed off for the final time with an 8th place 4.4 share. Doug and Wolf spent more than 14 years together on the station in morning drive. They were up seven tenths from the spring.
The rest of the market didn’t have much of a ratings story among sports radio brands. 1580 The Fanatic and KDUS didn’t record a rating. FOX Sports 910 delivered a 0.1 in weekday prime, and received an 0.2 from Jody Oehler, the only other sports show in the market to record a rating during the summer book.
When the fall book gets released, we’ll get our first look at how the local audience responds to the changes recently made by Arizona Sports. The station now features Bickley and Marotta in mornings, Wolf and Luke Lapinksi in middays, and Burns and Gambo in afternoons. Rod Lakin will also be gone, having left for Philadelphia to program Sports Radio WIP.
One thing to remember, the spring and summer books included a major boost from the Suns, so that carryover isn’t guaranteed to continue into the fall. Some may read that and suggest I’m giving 98.7 a pass following their recent changes. I’m not. I’m simply trying to paint a realistic picture that audience levels could change due to not having a local team battle for a championship during the fall months.
Regardless, Arizona Sports are thriving right now. Congratulations is in order for Scott Sutherland, Ryan Hatch, and the entire programming team.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
