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If AI Is Part of the Audience, How Should It Be Counted?

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In the past, I’ve written about some of the potholes in digital audience measurement. There’s the “two-second rule” for an online ad to count as an impression. There are independent reports of the volume of fraudulent impressions in digital advertising, mainly linked to AI, generally in the range of one-quarter to one-third of all reported impressions. That sounds like a problem.

It may be about to get worse. A MediaVillage Thought Leader piece written by Nick Cicero appeared last week with the title “The Measurement Crisis of the AI Media Era.” The title stopped me cold, but then again, I’m an audience measurement geek, so that’s not a surprise. Reading it brought up some concerns and ideas I hadn’t considered before, and they’re worth sharing here.

Nick summarized the current system succinctly: If a human didn’t see it, it doesn’t count. That’s based on standards and guidelines from groups like the Media Rating Council, the Interactive Advertising Bureau (IAB), and firms such as IAS and DoubleVerify. Ideally, advertisers only want to pay for “genuine human engagement.”

The inflated numbers I noted above come from fraudulent activity, also known as IVT, or invalid traffic. Bots, click farms, and purchased followers are all part of this problem.

Let’s add the question of how to count “audience” when AI is inserted into the advertising process. His examples included asking an AI assistant for news or discovering a new brand or product based on an AI recommendation.

Nick suggested adding a third category beyond real human engagement and fraudulent traffic, which would be “AI-influenced” or “agentic” reach.

His point was that while AI is not human, at least not yet, it can be part of media distribution, and there is no way for current systems to measure these interactions. We know that AI is causing reductions in traffic to some sites based on AI-generated summaries of online information. A user can read the AI-generated summary rather than going to the site. Less traffic means fewer ad views and less revenue.

For linear media (I’m trying to avoid the word “traditional”), the goal should be to be part of the discussion. When the fox guards the henhouse, as seems to have happened with digital impression standards to date, the result is an unreasonably low threshold for counting impressions. Given this situation, those of us who make our livings working with higher standards for counting audience should ensure that the digital side of the media business offers advertisers metrics that represent what their ad dollars have truly purchased.

Should AI-mediated reach be counted? My initial reaction is a qualified yes, but with conditions. It’s not a one-to-one comparison because we don’t know if a human saw the key points of an ad through an AI version. Perhaps it’s a percentage based on a rigorous study of thousands, or even millions, of AI summaries and interactions. I’m not the world’s best digital measurement expert, but there are people who could offer thoughtful analysis and solid insight.

Linear media can have a say. If your company is not a member of the Media Rating Council, join it. MRC rules state that any member can attend any meeting. In other words, a member company that has only broadcast radio can attend digital meetings and vote. While budgets are tight and MRC membership is not inexpensive, it’s worth the investment.

Paying dues is the first step. The next step is to attend meetings and speak up. It means reading materials and paying attention. It means attending the annual board meetings, as every member is an MRC board member and has a vote. If proposals sound unreasonable, say something. And as I tell my students at Western Kentucky, if you don’t understand something, ask.

Be active in other industry organizations. The IAB will be happy to have your company as a member if you have anything to do with online advertising, which most media companies do today. Learn and participate.

Nick Cicero raised excellent questions in his column. Rather than allowing the digital side of the business to set very low standards to inflate impression estimates, get involved and participate. Let’s ensure that advertisers and agencies fully understand what they’re getting for their ad spend.

Let’s meet again next week.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Newsmax Contract Extensions for Greg Kelly and Carl Higbie Highlight One Key to Cable News Success

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Newsmax made a smart move by locking in Greg Kelly and Carl Higbie last week, announcing contract extensions for the pair.

In a business often obsessed with the next shiny thing, stability still matters. Newsmax knows that Greg Kelly and Carl Higbie are part of the network’s identity, and it’s a wise decision to build upon that familiarity.

Cable news audiences crave familiarity. They like knowing what’s coming and when it’s coming. Viewers build habits around shows and hosts they trust. That predictability is comforting in a chaotic media environment.

Look at Fox News. Sean Hannity at 9 PM ET isn’t an accident. It’s a promise to the audience. Night after night, viewers know exactly where to go and who they’ll see.

The same dynamic exists on the left. MS NOW viewers expect Rachel Maddow on Monday nights. Even with her reduced schedule, the brand connection still matters. It’s why she’s the highest-rated show on the network, and one of the top non-Fox programs on cable news. Networks don’t mess with that unless they absolutely have to.

There’s a reason for this obsession with consistency. Familiarity breeds credibility. Credibility breeds loyalty. Loyalty breeds ratings.

Ratings are the currency of cable news. Everything else is secondary. Production value, marketing, and flashy launches with big-name guests don’t mean much without audience trust.

That’s why Newsmax extending Greg Kelly and Carl Higbie makes so much sense. The network isn’t guessing anymore. It’s signaling belief in what’s already working.

Kelly has become a cornerstone of the primetime lineup. His style is conversational and opinionated without feeling forced. Viewers know what they’re getting when they tune in, and that’s the point.

Higbie brings a different energy. He’s sharper and more aggressive, yet still approachable. The contrast between the two gives Newsmax balance instead of redundancy.

Importantly, both hosts feel native to the network. They don’t come across as borrowed brands or short-term experiments. That matters to an audience that’s inherently skeptical of media motives.

Contract extensions also send a message internally. Newsmax is done acting like a fledgling network. It’s operating like a network with a long-term plan.

Growth cycles require patience. You don’t build loyalty by constantly reshuffling the deck. Viewers notice when a network can’t commit to its own talent.

Fox News learned that lesson years ago. MS NOW learned it too, sometimes the hard way. When viewers lose their favorite host, many don’t stick around.

Newsmax doesn’t have the luxury of unnecessary disruption. It’s still carving out its space in a crowded cable landscape. Stability gives it a fighting chance.

Building around Kelly and Higbie allows for smarter programming decisions. That structure also helps advertisers. Buyers like knowing who delivers an audience. Consistent hosts create consistent demos.

None of this means Newsmax should stop evolving. It should still step out on the ledge and develop new voices. However, those risks work better when buoyed beside trusted names.

Cable news success isn’t about constant reinvention, which, at times, has been a recurring theme with Newsmax. It’s about showing up every day and delivering what viewers expect. That’s harder than it sounds.

By committing to Greg Kelly and Carl Higbie, Newsmax is choosing continuity. That’s not a conservative strategy. It’s a smart one.

Familiarity isn’t boring. It’s reassuring. For cable news audiences, reassurance is powerful. Newsmax is betting that viewers will reward consistency. History says that’s a good bet.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Why Bluey and The Big Bang Theory Prove Classic Rock Radio Hits Don’t Burn

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A lot of music research fielded for radio stations includes a score for burn. This supposedly gives respondents a chance to express whether they are tired of hearing a song on the radio. But rarely do those researchers consider what Bluey or The Big Bang Theory can say about music.

Having seen a ludicrous amount of research over the years, I can’t begin to tell you the countless hours I’ve spent arguing with Program Directors, and in some cases, research professionals, about the value of that measurement because there are several problems with it.

For starters, we overreact to how the number is expressed. When we see a song with a burn score of 30%, we want to panic, failing to realize that means just three out of any ten people are tired of the song while the other seven are not.

But this resonates with station employees because it confirms their own bias. People working at the station hear so much of the programming that they get tired of certain songs, but their experience isn’t typical of how listeners consume the on-air product.

Top 40 is probably the format most concerned with burn, and in that case, it can be legit because sometimes new songs listeners don’t like will show up in research with a decent score but high burn. That’s a crucial piece of the puzzle. The other formats that are overly concerned are Classic Rock and Classic Hits because they play a limited library of older songs. They must be burned out. People must be tired of hearing them. Right?

The simple fact is big hits do not burn. And today, my proof comes from outside the industry.

The chart below shows the top ten most-streamed shows of last year according to Nielsen. While everyone may have been talking about Pluribus, The Pit, or Heated Rivalry, it’s not what they were streaming.

SHOW MINS (BILLIONS) EPISODES MIN/EP

1Bluey45.2154294M
2Grey’s Anatomy40.9245590M
3Stranger Things39.9541947M
4NCIS36.9449774M
5SpongeBob      SquarePants34.35323106M
6Bob’s Burgers34.08302113M
7Family Guy33.3745573M
8The Big Bang Theory32.45281115M
9Law & Order: SVU26.7658346M
10Criminal Minds24.1535967M

Beloved Bluey comes in first, which you can dismiss as something used to pacify children, and Stranger Things’ big final season catapulted it into the top three.

Beyond that, it’s all classic shows. Not as old as Classic Rock songs, perhaps, but when police procedurals, medical dramas, and adult animation dominate the top ten, it’s a reminder that hits don’t burn, not on television and not on the radio.

This chart is also a reminder of the power of artists with deep catalogs. Beyond being comfortable, part of what keeps some of these shows in the top ten is the sheer number of episodes available for viewers, much like the number of AC/DC songs available to play on Classic Rock stations.

I’m willing to guess that there are popular episodes of shows like The Big Bang Theory that get streamed more often, along with secondary and tertiary episodes that get occasional plays to keep things fresh.

But the main point here is this: when you say burn, I say Bazinga!

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

96.5 KOIT Rebrands as ‘Alysa 96.5’ to Honor Olympic Gold Medalist Alysa Liu

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The Bay Area’s top-rated station is making a bold move to honor an Olympic champion. 96.5 KOIT is rebranding as “Alysa 96.5” on Monday, February 23rd. The tribute celebrates hometown star Alysa Liu.

The programming stunt follows Liu’s gold medal performance at Milano Cortina 2026. Moments after her win, she looked into the camera. “What is up Bay Area!” she shouted.

The clip quickly went viral across the region. Fans embraced the 20-year-old’s pride in Oakland.

Liu captured women’s singles gold on February 19th. She became the first American woman to win Olympic figure skating gold in 24 years. The victory ended a drought dating to Sarah Hughes at Salt Lake City 2002.

The Richmond native trains at Oakland Ice Center. Her roots remain firmly planted in the East Bay.

KOIT leadership said the temporary rename felt natural. The station wanted to match the energy surrounding Liu’s win.

“Alysa Liu has made the entire Bay Area proud,” said Brian Figula, Director of Programming Operations. “We wanted to celebrate her historic achievement in a way that reflects just how much she means to this community.”

Listeners can stream Alysa 96.5 at KOIT.com.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Wichita Radio Legend Greg “The Hitman” Williams Dies Following Cancer Battle

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The radio industry lost a legend on Saturday morning. Longtime Wichita host Greg “The Hitman” Williams passed away following a lengthy battle with cancer.

“The Hitman” built his reputation over a four decade period. He’d spend 25 of those years on the air at Power 93.5 and 103.7 KEYN. He also held the title of brand manager at KEYN. Listeners knew him for his energy and authenticity. Colleagues knew him for his love of radio.

In March 2025, Audacy cut Williams during what he called a “massive” layoff. Several employees lost their jobs in the restructuring. He shared the news publicly and thanked supporters for their encouragement.

Less than two months later, doctors diagnosed him with stage four metastatic cholangiocarcinoma. The rare cancer had already spread extensively. The diagnosis changed everything for Williams and his family.

Williams entered the hospital on January 28 as his condition worsened. Doctors later released him to recover at home. His family stayed by his side during his final days.

Audacy released a statement following Williams’ death.

“We are deeply saddened to learn of the passing of Greg ‘The Hitman’ Williams,” the company said. “For more than four decades, Greg was a true Wichita legend. He connected with listeners through his energy, authenticity and genuine love of radio. He made every broadcast feel personal. His impact extended throughout our community. We send our heartfelt condolences to his family, friends and former colleagues.”

Greg “The Hitman” Williams leaves behind a powerful legacy in Wichita radio circles. In addition to his four-decade commitment to radio, Williams prioritized his bond with the audience and built a reputation for treating every break like it mattered.

Those looking to show support for Williams’ family can contribute through a GoFundMe established to help with medical expenses and related costs.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Hotel Door Numbers That Keep Guest Navigation Effortless

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Hotels are designed to welcome people who do not know the building. Guests arrive at different times, often tired or in a hurry, and expect to find their room without asking for help. Clear door numbering is one of the simplest ways to meet that expectation. When room identification is logical and easy to read, corridors become understandable and movement feels natural.

Door numbers in hotels are not decorative details. They are part of the operational system that supports guest independence and reduces unnecessary interaction with staff. When numbering works well, guests move confidently, and hotel teams can focus on service rather than directions.

Reliable hotel door numbers from Bsign are created to support this clarity by combining readable design with durable production methods.

Why Door Numbers Matter For Daily Operations

Every hotel corridor is a sequence of small decisions. Guests need confirmation that they are on the right floor, walking in the correct direction, and stopping at the correct door. Door numbers provide that confirmation instantly.

Functional hotel door numbers help to:

  • reduce confusion during check-in and late arrivals;
  • limit repeated questions at the front desk;
  • support smooth movement during peak hours.

When numbering is consistent, guests trust the system and rely on it without hesitation.

Placement That Guests Expect

Correct placement is essential for door numbers to perform their role. Guests instinctively look for numbers at a specific height and location. When signs appear exactly where expected, orientation feels effortless.

In well-organized hotels, door numbers follow the same placement rules on every floor. This consistency allows guests to recognize the pattern after seeing only one or two doors. Any deviation from that logic immediately creates doubt.

In larger properties, door numbers work together with corridor signs and elevator indicators, forming a single navigation system rather than isolated elements.

Materials Selected For Hotel Use

Hotel door numbers are exposed to constant contact, frequent cleaning, and long-term use. For this reason, production focuses exclusively on wood, stainless steel, and acrylic glass — materials that maintain clarity and structure over time. All door numbers are produced as wall-mounted or desk-mounted elements, ensuring safe installation without interfering with movement or accessibility.

Technical Details That Improve Reliability

Precision production plays a key role in long-term performance. CNC laser cutting ensures uniform dimensions across entire floors and buildings. Permanent UV printing keeps numbers readable despite repeated cleaning.

Each number is handcrafted and finished individually, maintaining consistent quality even in hotels with hundreds of rooms. For greater accessibility, Braille can be added upon request, allowing room identification to support inclusive navigation without altering the numbering system. These technical choices reduce maintenance needs and help signage perform reliably year after year.

“Minimalist rectangular wall sign with a white background, black frame, and raised black typography”

By 2026, hotel guests expect interior navigation to be intuitive. Clear door numbering is no longer a bonus feature but a basic requirement of well-managed hospitality spaces.

When hotel door numbers are readable, durable, and logically placed, they quietly support the guest experience. People reach their rooms without stress, staff spend less time giving directions, and daily operations run more smoothly.

Effective hotel door numbers do not draw attention to themselves. Their success is measured by how easily guests find their way — calmly, confidently, and without interruption.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Gambling Advertising in Broadcast Media: Where Is the Line?

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Turn on the radio during a weekend game or flip through cable news at night, and the same shiny promise keeps popping up: a quick bet, a fast thrill, and maybe a jackpot. During a recent casino review, industry watchers praised the vibrant graphics of Winhero that come paired with a generous cashback bonus. For fans of online slots, the best online casino highlighted during last year’s expo soon became the focus of another detailed casino review. Even a small craft-beer television show slipped in a mention of the neighborhood casino during a halftime break. All of these shout-outs sit inside broadcasts that reach millions, including teens and casual viewers who never asked to see them.

So where is the line between harmless promotion and risky persuasion? Understanding how gambling advertising works on air, why it feels so constant, and what rules try to rein it in can help communities decide when “enough” is really enough.

Public Concern and Advertising Boom

Sports books and online casinos weren’t always ubiquitous on airwaves – in some countries gambling spots could even be rare or prohibited altogether! Now these establishments enjoy widespread media attention thanks to new media technology that makes gambling accessible across multiple devices, increasing viewership with digital advertisements that don’t break through in mainstream newsfeeds or with targeted banner ads placed between late-night shows on cable or broadcast television.

As governments eased tax rules to collect more revenue and broadcasters sought out sponsors to replace declining ad revenues, betting markets saw an explosion. Every second break during prime-time matches brought odds or free-bet codes that drove betting revenue higher – leading to massive booms for both. Parents express concern, youth advocates express alarm and experienced bettors dismiss them by saying the advertisements only represent legal products; research demonstrates otherwise. Studies from the UK, Australia and US all link heavy exposure with earlier first bets and deeper beliefs that wagering is an “accepted” part of sport.

Even adults who never intended to gamble report feeling “left out” when nonstop ads suggest everyone is getting in on the action. Public concern raises pressure for lawmakers and regulators to set clearer boundaries before enthusiasm escalates into widespread harm. Broadcasters welcome the extra money, yet some executives privately acknowledge feeling unease about current ads’ volume and tone.

Regulation Frameworks Vary by Region

Rules regulating gambling commercials differ as much from country to country as their native accents do. Spain enforces a watershed for ads before midnight while Australia uses loud warning voice-overs with “gamble responsibly” slogans before banning live odds during play. United Kingdom soccer matches enforce a whistle-to-whistle embargo while some U.S. states employ voluntary industry codes; each system seeks to balance personal liberties against public health considerations while still leaving some loopholes open for criticism of officials or lack thereof.

Digital radio channels don’t fall under clock-based bans, enabling operators to shift campaigns there instead. Cross-border satellite TV services often pass unfiltered spots into countries with stricter laws without filtering; this has the effect of undermining local controls while at the same time incurring enforcement budget costs.

Enforcement budgets play an equally crucial role. Fines that burdened small stations might seem inconsequential to global sportsbooks and encourage repeat offenses; nontraditional platforms like podcast sponsorships and team-branded betting apps fall even deeper into this gray zone, often being subject to marketing standards rather than broadcast law. Parent and operators both find this inconsistency frustrating; unclear rules allow both overreach and exploitation. Comparing existing frameworks demonstrates their success is determined by multiple measures: clear time limits, child-safe content filters and meaningful penalties.

Protecting Vulnerable Viewers

Teenagers, problem gamblers and people living under financial strain are likely to feel drawn toward flashy betting messages that appeal to them. Studies suggest that colorful mascots, upbeat music and promises of “risk-free” bets activate similar reward centers in young brains as video games or social media likes do. Due to this overlap, regulators often target content which blurs the distinction between gaming and gambling – for instance Ireland now prohibits cartoon characters in sports book ads while Ontario prohibits language suggesting guaranteed wins.

Beyond creative restrictions, time placement remains key. Studies show that many teenagers watch live sports far later. Therefore, advocates call for event-specific bans rather than clock-based ones; no betting ads during any match in which most of the audience members are under 25. Complementing these rules are helpline numbers and on-screen reminders of deposit limits which provide at-risk viewers with immediate tools for seeking help or opting out. Advocacy groups support classroom programs teaching probability and real odds which aim to inoculate young viewers against harmful advertisements before glossy commercials reach them; early research indicates such lessons reduced risky intentions by nearly 33%.

Finding a Balanced Future

Plotting out gambling advertising’s future on broadcast media is like shooting at moving targets; no single stroke will do. As technology develops and changes how the bets reach both ears and eyes – from smart-speaker jingles to shoppable TV overlays – finding balance will take time, though. Experts advise following a principle-driven strategy instead of jumping on every new format: ads should not target minors, mislead about odds or be disruptive of other messages. Regulators find updating policies easier when the core ideas form the backbone. Public surveys also demonstrate that many fans prefer clearer ads over outright bans on them.

At the same time, broadcasters, leagues and betting firms can share anonymized viewership and betting spike data to identify early warning signals of troubled gambling environments. Studies can then guide calibration based on studies related to saturation ads, viewer well-being or revenue figures gathered during future studies; should wagers surge among teens after an offer promotion then flexible rules with shared accountability can allow societies to keep entertainment exciting without turning it into routine entertainment.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Taryn Hatcher Not Retained by NBC Sports Philadelphia for Upcoming Phillies Season

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NBC Sports Philadelphia is moving forward without an in-stadium reporter for Phillies broadcasts in 2026, as Taryn Hatcher’s contract with the network expired at the end of last year and the position she held has since been eliminated.

According to a reports by the Philadelphia Business Journal and the The Philadelphia Inquirer, Hatcher will not return after seven years with the regional sports network.

The decision reportedly coincides with a broader structural shift inside the company rather than a simple talent swap tied to on-field coverage. Hatcher has updated her social media profiles to not include references to NBC Sports Philadelphia in her bio.

Hatcher joined NBC Sports Philadelphia in 2018 and gradually became a consistent presence on Phillies telecasts, working alongside play-by-play voice Tom McCarthy and analyst John Kruk. In addition to her baseball duties, she contributed coverage across the network’s portfolio covering the other three professional teams.

Fans became aware of the changes when the network distributed its spring training broadcast plans and did not include Hatcher among the listed on-air personnel. A separate account from Crossing Broad suggested that conversations between Hatcher and the network explored a potential freelance arrangement that would have given her flexibility to pursue additional opportunities while remaining part of the Phillies broadcast team in a limited capacity. Those discussions ultimately did not produce an agreement with her contract running expired at the conclusion of 2025.

Hatcher worked primarily home games and serving as an intermediary between the clubhouse and the broadcast booth last season. No word on if the network will replace her role. Hatcher has not released any comment about her departure.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Bob Lawrence Announces Upcoming Retirement From Radio Business

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After more than 50 years in the radio business, Bob Lawrence has announced plans to retire from the industry in the near future.

Currently, Lawrence is serving as the Saginaw Market Manager for MacDonald Broadcasting.

During his tenure in the business, Bob Lawrence has worked in a variety of roles. He worked in on-air roles in markets like Philadelphia, St. Louis, San Diego, and San Francisco before moving to executive roles at the Radio Advertising Bureau and with Saga Communications, Seven Mountains Media, and Broadcast Architecture, among others.

“It’s truly a momentus day personallly, as I announced my impending departure from MacDonald Broadcasting and retirement from the business for which I have been so very passionate,” Lawrence wrote. “I’m truly proud of all I’ve accomplished throughout this wonderful career that has filled nearly half a century in the blink of an eye.”

Lawrence, who writes a weekly column for Barrett Media in addition to his work with MacDonald Broadcasting, says he hopes to continue writing in his retirement.

“I will definitely try to write the novel I have had living inside my head for several years,” said Lawrence. “We certainly want to see our children and grandchildren more often and just enjoy one another for whatever time God grants us moving forward together.”

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

WGR Expands Coverage to Rochester on 95.7 FM

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Audacy is extending the footprint of its Buffalo sports powerhouse into a neighboring market, announcing that WGR Sports Radio will expand into Rochester through WROC-FM. A move designed to unify Western New York’s sports conversation under one dominant audio brand while preserving a localized presence for listeners in Monroe County and surrounding communities.

Beginning at 11 p.m. ET on February 22, WROC-FM will rebrand as WGR Rochester, carrying a substantial portion of the WGR Sports Radio lineup that has long served as a hub for Buffalo Bills and Buffalo Sabres coverage, while maintaining its existing call letters and layering in Rochester-specific programming to ensure the station reflects the distinct identity of its new audience.

The announcement comes on the heels of Audacy’s recently revealed FM simulcast expansion of WGR Sports Radio in Buffalo, underscoring a broader strategy to amplify the brand’s accessibility and relevance at a time when regional sports loyalty remains strong across media platforms and distribution channels.

Audacy executives framed the Rochester expansion as a hybrid model that merges brand recognition with local authenticity, an approach that aims to capitalize on the established credibility of WGR Sports Radio while giving Rochester listeners a daily destination that speaks directly to their teams, storylines and community touchpoints.

Under the new structure, mornings in Rochester will begin with The Jeremy and Joe Show, followed by The Northtown Automotive Extra Point Show hosted by Sal Cappaccio, before transitioning into an hour dedicated to Sabres coverage that keeps hockey central in a market deeply invested in the franchise’s trajectory.

At 1 p.m., Gene Battaglia will anchor The Sports Bar, a Rochester-focused program designed to spotlight local athletics and issues unique to the city, creating a bridge between Buffalo-centric coverage and the stories unfolding closer to home. Schopp and Bulldog will then carry listeners through the afternoon drive, delivering the opinion-driven analysis that has defined the WGR brand for years.

Tim Wenger, Senior Vice President and Market Manager for Audacy Buffalo and Rochester, said the company sees clear alignment between Buffalo’s professional sports presence and Rochester’s fan base.

“We know how deeply connected Rochester listeners are to Buffalo-area teams, and this expansion allows us to serve that passion while preserving meaningful, local sports talk and engagement,” said Wenger. “With the launch of WGR Rochester, our reach now more fully covers the Rochester market and further cements WGR as Western New York’s sports giant and voice of the fans.”

By extending WGR’s programming into Rochester while keeping WROC’s call letters intact, Audacy positions the station as both a regional connector and a hometown outlet, a balancing act that reflects broader trends in sports radio where scale and specificity must coexist to drive engagement and loyalty.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.