Just remember, XTalker, and no offense to those of us who are older, but highly rated doesn't count if your entire audience is over 60. If I were a betting person, that was probably the case with the previous morning show. And Kevin seemed to be in plenty of demand to do on-air endorsements. If the show were not a success, it wouldn't have lasted this long.
And Bing, getting on TV is what any good talk show host does best. Sure it promotes the host, but it also puts the station name in front of hundreds of thousands of people, if not more. I'm not sure there is any better free promotion out there, and since I haven't seen any WPTF billboards lately, except for some ugly yellow ones I saw in Johnston County, my guess is that the station isn't getting much outside marketing other than Kevin's appearances.