Super Bowl LX radio row is officially underway in San Francisco, California. The annual event brings out sports radio, media, and influencer brands from around the country. An endless row of tables, IP connections, and chairs fills the middle of the Moscone Center West convention hall like a mosh pit at a heavy metal concert.
This year marks my eighth Super Bowl radio row, albeit this time in a non-sports radio role. There wasn’t a flight packed with broadcast equipment or table skirts filling my backpack. The experience continues to evolve with time, yet the conversations with those who attend annually remain an absolute must. It is part of the networking game that rides shotgun to the Super Bowl radio row experience.
For me, the Sunday night and Monday morning conversations are the best and most insightful. The reason is rooted in experience, knowledge, and perspective. There is plenty of scuttlebutt that listeners, viewers, and social followers will see this week emanating from radio row. What the public does not see or hear is what those behind the scenes are saying so far about the San Francisco radio row experience.
As long as I have attended radio row, it has been an absolute must to grab the week-of-game credential early and scout who is coming to town. Sunday nights provide the calm before the storm in many ways. It is a fantastic opportunity to say hello, catch up, and begin planning and plotting for the week.
When the mics are off, the best information often surfaces. In my first 24 hours in San Francisco, I have had the luxury of finding out what those on radio row really feel about the experience so far.
The top item on the minds of those behind the scenes is the arrangement of the convention hall at Moscone Center. There are more than 130 double-table setups for outlets to call their workstation for the Super Bow week. In a typical radio row setup, many outlets have their own individual workspace. However, this year, that is not the case due to limited space.
During my first 24 hours on site, I spoke with several outlets. Many immediately raised concerns about their guaranteed work areas being shared with other outlets or brands. Some digital media outlets were assigned significantly smaller workspaces than originally planned when plotting their set designs.
One outlet in particular is working directly alongside its competition at the same shared space.
The concern is simple. It is harder to work effectively when you have half the space you typically use or planned to use all along. While there is room surrounding each table, every area is taped off, clearly marking the boundaries that can be utilized. Many of those I spoke with raised their displeasure with this event being that it was never voiced ahead of time to plan for.
Another top-of-mind discussion point revolves around scheduling. Most brands have decided to remain in their home markets for an additional day or two rather than treating the radio row week as it has traditionally been handled.
For example, ESPN Radio will not begin broadcasting until Wednesday morning. The Pat McAfee Show is also taking two days off before beginning its trek on Wednesday. FOX Sports Radio is also keeping a majority of their shows at home for the first couple of days. Of all the national radio outlets, Westwood One Sports was the one who stood out with three shows beginning their week on radio row on Monday.
Many national outlets with larger setups have also had to contend with labor costs and union regulations at the location. This has affected budget lines and overall plans, including setup size, the number of on-air talent making the trip, and the length of their stay.
In recent years, many brands have scaled back the number of days they broadcast from Super Bowl radio row, with some choosing to stay away entirely. In conversations with those who handle large guest rosters for radio stations to utilize throughout the week, this shift has also affected their business. Due to decreased early-week presence on radio row, many “runners” who compile extensive guest lists lose opportunities with celebrity bookings.
This directly impacts their bottom line and eliminates revenue opportunities that was once nearly guaranteed.
Radio row also remains a massive networking event for young and aspiring broadcasters. With the NFL granting more access outside of traditional radio, universities have found additional opportunities to send sports broadcasting students to the annual event. This year, more than 13 universities made the trip to the Super Bowl to cover radio row activities.
For those who have attended over the years, this represents a major positive for the future of the industry. Despite the expense of travel, lodging, and the costs associated with simply being present, these students have found a way. Much like many who return year after year, the opportunity is too significant to dismiss.
For all the frustrations voiced behind the scenes, the presence of students and young broadcasters roaming radio row tells a different story. They are not focused on table size or broadcast schedules. They are focused on a Super Bowl sized opportunity more than anything.
Perhaps that is the reminder this week offers the industry. Radio row is no longer about who has the biggest setup. It is about who still believes being here matters. As long as that belief exists, radio row will continue to evolve, not disappear.
Radio row at Super Bowl LX is a clear reflection of an industry in transition. Yes, the space is tighter and schedules are shorter. Budgets are often scrutinized to make the trip at all. Yet the demand to be present remains strong.
For veterans, newcomers, and students alike, the value of Super Bowl radio row still outweighs the challenges. The format may shift, but the purpose remains the same — connection, conversation, and the chance to be part of the biggest week in sports media.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
