We couldn’t mention the score on the air until the game was completed. That was a rule at a radio station I worked at in the late 80s. If someone heard us talking about the Cowboys game in the third quarter, they might switch stations to listen to the game on another radio station.
It makes more sense in the PPM era than it did when we were ramping up Madonna songs during the Arbitron and Birch ratings era, but I supported the logic. Why give someone permission to change the station? However, we live in a time where sports is not only a bigger business, it’s culturally more accepted.
“A more globalized and interconnected society is changing the way fans interact with sports media.” That’s a line from a promo piece in Adweek presented by SiriusXM Media creatively recapping “The Sports Audio Report” from SiriusXM, GroupM, and Edison Research. You can read it here.
Last week’s MLB Opening Day reminded me why sports references and acknowledgment on music radio stations are not the tainted topics they used to be.
It’s time for one of Harrell’s Acrostics! The password is SPORTS:
S-Stability: I don’t know if you’ve been paying attention to the unstable world we live in, but it’s not unlike the unstable world of the 2000s, 1990s, and 1980s. Music radio has always provided a subconscious consistency factor in a chaotic world. Sports is a predictable remedy. We’re calmed by our team(s) doing something that has a beginning and an end, even when the team goes 0-16. Yes, I lived in Detroit during that season, and we’ll never forget.
P-Promotional: It seems obvious, but I’m surprised how many opportunities for promotional content are left on the floor. Prior to digital, if you didn’t do it on the air, it didn’t happen. Now, we have promotional ways to connect through Reels, YouTube, TikTok, or a text campaign to your database that leads someone to the old-fashioned website. Sports promotions aren’t just for Flagship stations.
O-Outreach: If you want to nurture your IG or TikTok followers, create a high school spirit contest when football season starts. It’s an old promotion with expanded reach on social media channels. Reach out to school boards and booster clubs to get their support so they can tell the kids where to find the radio station. Sarcasm.
R-Renewal: This one is my banner. We experienced it last week during Opening Day. Spring causes us to feel positive change, but the American pastime plays a big role, too. For a moment, every person thinks their team is going to the World Series. If their team wins the first game, then start planning the Victory Parade. Our brand’s quick association or mention of a new season promotes renewal in other areas of the listener’s life. You get subconscious credit for that moment.
T-Timbre: I’m stretching like Armstrong with this one, but I’m playing the acrostic game. Timbre is the color or texture of sound. Sports moments give us the opportunity to create Ear Candy on music stations within the format’s rules and regulations. Game Day or Playoff audio to accent your Promos, Imaging or Jock breaks can go a long way in making your station feel in the moment without violating the usage goals.
S-Society: The next time you attend a high school, college, or professional sports game, look around and notice the diversity. Then, consider for a moment that we all have the same thing in common: destroy the other team. Mentioning your team’s success or failure while you’re talking up that Blake Shelton song has the same bonding effect.
Welcome to another season of opportunity to improve your sound through the emotional impact of the sports world. Oh, and when your team is in last place, the franchise will gladly give you more promotional tickets for giveaways. Who wins? Your listeners. Have you checked the ticket and stadium prices lately?
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
