For the past few years, I’ve been down on radio row. As a programmer, I saw how much it mattered to talent to be on the road for the big game. The bonds formed, stories told, and fun created made the trips worthwhile. Escaping the studio and city you broadcast in to be live from the Super Bowl host city was always special. In many cases, ad revenue was made too to at least offset the expenses.
Seeing it through the lens of a publisher and consultant, I notice far too often how shows focus more on what they see in the room and less on what their audience hears. It’s why Garrett Searight wrote last year that it’s one of the worst weeks of the year for listeners. Demetri Ravanos though explained how this week can pay dividends if you have a plan and do things differently.
The value of this week goes beyond ratings. But that’s not an excuse for your content to suffer. Hosts frequently turn over their shows to guests simply because they’re available in a crowded convention center. That’s the wrong strategy. You may point to your guest list at the end of the week and say, that was impressive, but what about those who are listening? It becomes more about hosts pleasing themselves rather than the audience.
If you control your airwaves and deliver your normal show but with greater access and storytelling, listeners will take the ride with you. Otherwise, you’re just playing out your sports fantasies in real time and insulting your fans by trying to convince them that fifteen full-segment interviews are what’s best. Good talent knows that it’s about the full week experience, not just who had the best guest list.
Having said that, in recent years, radio row hasn’t felt as special. I still enjoy going and seeing industry folks and will be on-site the next few days talking to people about this very subject. Attendance in recent years has been lower, brands with no connection to audio/video have owned large spaces in the room, and many I’ve chatted with have viewed this a business trip rather than a special opportunity. The scene in Miami in 2020 was as bad as I’ve seen it. Los Angeles and Phoenix were better but still down from pre-pandemic events.
However, this year feels different.
From the buzz on social to the vibe in the airport and the visuals all across the city, Las Vegas is well prepared for this week. The entertainment capital has never hosted the Super Bowl, which explains the increased interest in broadcasting here. Major brands will be here. So too will a ton of stars. That’s exactly what should be expected from a Super Bowl host city. The only negative is the weather forecast. Even then, 50 degrees in Vegas trumps what many other cities deal with in February.
Radio row at Mandalay Bay is also expected to be jam packed. Casinos such as Bellagio, Circa, Paris, Resorts World, Fontaineblue, etc. will be as well. And if that’s not enough, there will be no shortage of entertainment options. One quick glance here shows you what to expect.
And this is how it should be.
This is the biggest event in sports. It drives record viewership year after year. It also produces large revenues especially for sports television and digital. There are temptations provided by Las Vegas that can be problematic, but if this week goes well, I expect the NFL will want to be here more. Sin City has all the ingredients to be part of a regular rotation. Judging from the number of media brands heading west for the week, the week feels big again.
Whether brands should be here or not depends on who you ask. I thought Ryan Brown asked a great question last month about whether it pays to broadcast at radio row. He said, “What question do you most want to answer: How will you pay for this or why aren’t you there?” I’ve written before that Super Bowl week isn’t a big revenue driver for sports radio. That doesn’t mean though that it’s not worth it. If costs can be covered, how is it not a positive for a sports media brand to be on-site creating content in the Super Bowl host city? Other opportunities may be more lucrative during the year, but not every success can be measured financially.
What I hope broadcasters in Las Vegas remember this week is that this is supposed to be fun and special. Make the most of the experience. These opportunities are not guaranteed to last forever. One way you repay your company’s investment is by staying in control of your show. You know what works better than a team official or publicist. If you end up with a bad show, it’s because you allowed it to happen. So don’t make that mistake. Beyond that, work hard, have fun, and don’t jeopardize your career or company’s reputation by making poor decisions. There’s a lot to be gained from broadcasting at radio row during Super Bowl week. There’s also just as much to lose.
______________________________________________________________________________________________________
Thumbs Up:
Audacy Washington D.C.: I’m a sucker for a great idea and Audacy in Washington D.C. delivered one last week. The concept of pitting 106.7 The Fan against Team 980 was smart and lured in a lot of local people. When I first saw the event promoted, I thought instantly ‘that could work in a lot of places or become an annual staple for both brands.’ Events are important and can produce significant revenue if done properly. Chris Kinard and his team might be on to something here. Nice job by all involved selling out the Bethesda Theater.
Corey Graves: The WWE color analyst switched roles on Smackdown, moving into the play-by-play role. He passed the first test with flying colors. He was smooth, energetic, set up Wade Barrett perfectly, and handled the transitions to production pieces and sponsorship reads with ease. Though I never like to see someone lose their job, Graves was stronger calling the action than Kevin Patrick. For the first time in a while, WWE may have two complete broadcasting teams on its top two programs.
Pickswise: Give them credit, they found a loophole to partner with one of ESPN’s top stars. The company that describes itself as providing everything needed for sports betting including free picks and analysis, has teamed up with Stephen A. Smith on his podcast. Talking to a few folks last week when the news hit, many were surprised. Penn National is paying ESPN 1.5 billion dollars over 10 years plus 500 million in stock warrants to promote ESPN BET yet one of the network’s key personalities will be online promoting another betting brand.
I realize that Smith’s podcast is independent of ESPN, however, much of his social following has come from his ESPN identity. If you’re ESPN and being expected to pay millions more in the future to Stephen A. or if you’re a Penn National executive seeing this news, it can’t sit well.
Mark Schlereth: An industry friend of mine likes to say, ‘it doesn’t take much to sell happy’. Well, that’s exactly what Mark Schlereth did this week. Stink has likely done this many times and probably didn’t think much of it, but it came across very classy. It’s good to see talent, especially those who played the game, still appreciative of fans who reach out.
Craig Larson: The SportsMap Radio programmer is celebrating 25 years of being affiliated with the national sports network. Larson has gone through brand and ownership changes, working for One on One Sports, Sporting News Radio, Yahoo Sports Radio, SB Nation Radio and now, SportsMap Radio. Here’s to the next 25.
______________________________________________________________________________________________________
Thumbs Down:
New York Post: In my opinion, the best sports media news breaker in our business is Andrew Marchand. He was must-read for the New York Post. Not only did the Post let him get away, but they lost him to The Athletic/New York Times. How does that happen? In radio, hosts rarely leave one brand and move to the competitor two weeks later. For the Post to not have one of their best writers locked down, supported, and happy for years to come is a major blunder. Heck of an addition though for The Athletic.
The Rock: Being a diehard wrestling fan, I’ve loved Dwayne ‘The Rock’ Johnson for decades. He is one of the most entertaining people on the planet and one of the greatest superstars to ever work for WWE. Having him back on WWE programming to set up a main event match at WrestleMania against Roman Reigns should be a massive homerun.
Instead, the entire fanbase is pissed. The Rock’s return on Friday resulted in Cody Rhodes being made to look weak, killing momentum of one of the hottest stories in wrestling for the past two years. It’s since led to #WeWantCody trending nonstop on social media over the weekend, and WWE’s video of The Rock’s return on YouTube being the company’s most disliked piece of content of all time.
______________________________________________________________________________________________________
BSM Summit Update:
I’m thrilled to welcome three more speakers to our lineup for the 2024 BSM Summit. Meadowlark Media COO Bimal Kapadia, 97.1 The Fan Program Director Matt Fishman, and 104.5 ESPN afternoon host and program director Matt Moscona have been added as speakers. I’ll have another announcement today about three on-air personalities who are joining the show as well.
You may be tired of me saying this but if you haven’t bought a ticket to the BSM Summit or reserved your room, please do so asap. Rooms at our special rate are only available until February 13th. Right now, they are $150 less than what you’d pay without our discount. On February 14th, I can’t help you. Additionally, I want to thank Audacy, Westwood One and Beasley Media Group for coming on board as event partners. We have a few sponsorships still available. If interested, email Stephanie at Sales@BarrettSportsMedia.com.
______________________________________________________________________________________________________
Las Vegas Project:
Derek Futterman and I will be on radio row Monday-Wednesday. Derek is spending time with VSiN and Fox Sports Radio for upcoming ‘Day Spent With’ projects. I’m making the rounds visiting partners, friends, promoting the Top 20 and Summit, and planting seeds for BSM stories. I’ll also be returning to Jonathan Zaslow’s show on Wednesday.
Two stories we’re working on this week focus on Taylor Swift’s impact on the Super Bowl, and the pros and cons of radio row. We’ll be stopping by tables to chat but if for some reason you don’t see us, shoot an email to JBarrett@sportsradiopd.com and I’ll find you.
______________________________________________________________________________________________________
BSM Top 20 Week Has Arrived:
The BSM Top 20 of 2023 rolls out this week and concludes next Monday February 12th. To see who made the lists or to look back at prior years, click here. As I make the rounds through radio row, remember, I don’t decide your fate. I simply add the votes and present the collective feedback.
For those wondering how to rank higher, my advice is simple: kick ass on the air, generate industry buzz, and make sure you have a lot of programmers and executives familiar with and a fan of your work. There isn’t a blueprint for how to stand out. However, the most successful shows and talent do earn high marks each year. Results drop daily at 8am ET.
______________________________________________________________________________________________________
If you have a question, comment, news tip or are interested in writing a future guest column, email me at JBarrett@sportsradiopd.com. Press releases and interview requests can be passed along there as well. Thanks for reading!
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.
