The annual BSM Top 20 has started to drop. Last year, I wrote about how sales could capitalize on an award-winning air show. Now, I am launching my own BSM award.
Welcome to the inaugural BSM Top 5 Best National Radio Shows for Local Sales Reps to Sell.
The radio industry did a great job identifying the 2021 Top 20 national radio shows. As you know, forty-six radio PDs and radio industry professionals, not including Jason Barrett, select the Top 20 shows from the 84 eligible for consideration. JB admits that the panelists have different tastes and value certain factors differently. How a show sounds, originality, ability to entertain, multi-platform impact, on-air chemistry, and rating success are all considered.
For my Top 5, my admitted bias is that I have only sold ESPN and CBS sports radio national programming during my career but have faced competition from most of the Top 20. My career has been exclusively in a mid-sized mountain time zone market in Boise, Idaho’s non-professional sports town. Also, I didn’t score any show that doesn’t air on radio nationally on either Fox, CBS, or ESPN.
I only rated five shows because many shows don’t rank high enough and are probably not being sold independently by many local radio reps, in my humble opinion.
Here is my scorecard:
1. Access to national host endorsements for local advertisers
2. Local market appearances for sales opportunities
3. Ad delivery
4. Rating success
5. Local advertiser acceptance
I scored each category above on a 1-5 scale and yes, there is an upset!
Rome used to take his show on the road and make a boatload of money for everybody. He has taken his act to off-air roadshows but could resurrect his world tour anytime. His audience is fiercely loyal, I have sold him on local spots, and he has massive credibility with his ad reads. His ratings have been outstanding, and while there is a love/hate relationship with advertisers, I always find plenty of love. At least they have all heard of him!
Upset alert! Damon Amendolara has done two roadshows in Boise, Idaho. He stayed there for almost a week each time and made appearances in a 150-mile radius. UNREAL SUCCESS. Book D.A. in your market now! The only knock is his ratings are a tougher sell because of his time slot in the western markets. 4 a.m.-8 a.m. in MST, or 3 a.m.-7 a.m. in PST, is tough sledding live or can be a tougher tape-delayed sell.
Excellent ratings and ad delivery, and I am relatively sure will voice local commercials for a fee. The total show immersion they have done for Traeger is fantastic.
4. The Herd with Colin Cowherd and Joy Taylor
Cowherd’s TV show has made his market awareness high, and his ratings have helped make him a local commodity. He should get extra points for his willingness to do radio ads for companies he invests in, like Perky Jerky.
Rating success and local advertiser acceptance are high for Greeny.
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.
