Jeff- if you're listening from 6-9 you're probably listening about 6 times longer than your average listener. So back to the question- do you program to the casual listener or the hardcore listener? For the most part, that guiy listening at 615a isn't the same guy listening at 9am, so repeating a "good" topic is probably better that going to a marginal topic that many people may not really be interested in...
And FRG- the companies will probably donate prizes to a sports station, but not necessarily a sports station with ratings as awful as The Fans' are. Pull out the ratings- if you're Sony Music, (and you know you can get all 3 stations to give the stuff away and mention that it's available now) do you give it to KTCK (with their 7-8-9 ratings) ESPN (with their 4-5-6ish) ratings, or KRLD-FM (with their 2's)