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Sabres In Playoffs Pays Off

E

Element9

Buffalo hockey fans are delirious about the Sabres making the NHL playoffs, but few people are happier than the suits and sales troops at WGR. Entercom's sports talker stands to add a hefty sum to the bottom line, especially if the Sabres go deep into the playoffs. It's estimated that WGR could add a half million dollars to the bottom line thanks to the Sabres late in the season surge. Equally significant, WGR siphons revenue which local advertisers shift from other stations to WGR during the Sabres playoff run .

WGR programming and the sports savants are equally pleased because the Sabres playoff appearance helps boost ratings in the Spring book which began March 31 and runs through June 22, giving WGR the potential to rise to the top of the highly prized Men 25-54 demo, passing market leader 97 Rock, especially in morning drive.
 
Element9 said:
It's estimated that WGR could add a half million dollars to the bottom line thanks to the Sabres late in the season surge.
Click to expand...
Seems high, but it's been a while since a production/purchase order passed through my hands, so who knows. When WGR aired Sabres hockey in the 80s and early 90s, the station paid for the rights and sold all the inventory pre, post and in-game. So when the team made the playoffs the revenue was icing on the cake. (Apologies for the "icing" metaphor, couldn't resist.) Because the games are essentially TV simulcasts these days, WGR may no longer control the in-game advertising, although I could be wrong. Still, the station sells feature programming such as a pre and post game shows, a coach's show, maybe a player show and additional side features in morning and afternoon drive that bring in playoff revenue. In a number of seven game series, including the Stanley Cup finals, that might generate substantial revenue. But $500k? As Curtis Sharp might say, "Mannnn! That's a lotta brayed!" (Again, apologies. Force of habit.)
 
Kinda makes you wonder what the average playoff commercial costs, doesn't it? I know, placement, pre-game, post-game, etc. Maybe George K. can fill us in.
 
That figure may be realistic IF you look at all the extra revenue that could come to the whole station during a deep playoff run....and you attribute extra billing throughout the whole schedule to it, not just the in-game spots. We always thought the Bills brought a six figure boost in profitability to WBEN even in 1980.
 
Element9 said:
It's estimated that WGR could add a half million dollars to the bottom line thanks to the Sabres late in the season surge.
Click to expand...
This estimate was suggested by an AE from a competing cluster who said she was concerned about two of her major clients diverting their budgets to WGR, especially if the Sabres played deep into the playoffs and the Stanley Cup finals. In her words, "they (Entercom) steal money, they don't leave any money on the table and they don't drop their pants (followed by an expletive.)" Yes, her estimate sounded pretty thick to me, but we're not talking $20 a holler here.
 
She needs to go back to "sales school". First what major client is going to dump all their money into Sabres radio when the vast majority will be watching on tv? Next, she's already admitting defeat by stating "they leave no money on the table"? She hasn't done a good job defining the strength of her cluster. Allowing an advertiser to get caught up in the "emotion" of the playoffs rather than effectively targeting their customers is a rookie mistake. Not knowing who the advertisers are may limit the previous statement but it generally holds true.
 
I heard WBEN announce today that the Sabres playoff games will be carried by WBEN 930AM as well as 107.7FM in addition to WGR. Interesting. I'm guessing this will insure that all of Western New York will get to hear the games, regardless of where they live. I'm no engineering expert, but I have read some posts on this board that WGR's night-time signal is not good in some parts of the region. Plus, some of you have suggested in the past that simulcasting the games on 107.7FM would be a good thing. So, now that's happening. It's "back to the future" in a way. The Sabres are back on 107.7FM, their home for a few years in the early 2000s. The games sound so much better on the FM, the swishing of the skates and the hits into the boards resonate more. If I happen to be in the car during one of the upcoming games, that's where I'll be listening! WGR will still have exclusive pre- and post-game shows.
 
If the games are on WGR and WLKK, it seems redundant to have them on WBEN. BTW, where do I send my consulting bill? Seems that I proposed this and the WBEN simulcast quite a while ago.
 
Hell, why not throw in Star and Kiss too. After all, in Buffalo, chicks dig hockey too. I'm only half kidding. Hey, good luck with that consulting bill, Rox.

Putting the Sabres on 107.7 is a good idea because it fills in WGR's night pattern nulls to the east. Now those of us in Lancaster can stay connected when we run out to Tops between periods. But what's up with the trimulcast on WBEN? Think about it. WBEN's ratings are slipping. It's primary demo is 50 to dead. The Sabres games on WBEN gives the station some juice and promo gloss to appeal to listeners under 50. Smart move. Timmer has to be thrilled.

But airing the Sabres on 107.7 also gives some listeners in Rochester a choice between 96.5 WCMF and 107.7. Entercom more than likely justifies the trimulcast because it's a Spring book and the ratings will remain "in the family" and WBEN will get a few Men 35-49 to sample the station. But this is not entirely good news for WGR which loses its exclusivity to not one station but two. This experiment could backfire. Citadel tried a similar approach a few years ago when it aired the Bills on WGRF, WEDG and WHTT. The end result was less than spectacular. Ratings don't automatically triple because the games are on three stations. There may be an increase to some degree, but overall the ratings simply get portioned out differently.

Entercom will no doubt take a close look at the Sabres ratings on its three stations to determine where listeners bought the product: 550, 930 or 107.7. Would it surprise you if the results of this experiment and the trimulcast itself become part of an Entercom pitch to secure the rights to the Buffalo Bills when that contract comes up for renewal. Just thinkin'.
 
Boy, just wait until the top of the hour. Maybe that's why they didn't throw in 'KB, too.
 
ThePickleReport said:
Just heard WGR's legal ID this past hour as WGR/Buffalo and WKSE-HD2. Evidently they're on HD Radio now too to add to the confusion.
Click to expand...

Either that, or they're keeping score of the number of non-engineering folk who have HD radios.
 
Just heard WGR's legal ID this past hour as WGR/Buffalo and WKSE-HD2. Evidently they're on HD Radio now too to add to the confusion.
Click to expand...

Or their playing "perception is reality"...or "sounds bigger than it is". Those that care..do,,,and those that don't might think they're missing something ??? Just another case of "band-aid management". Those TOH Legals "used" to be important..
 
Had to check the menu. WGR, still in daytime pattern sounds thicker than WBEN in Lancaster. 107.7 is unbelievably weak and it's not my receiver. What is up with that? Q-107 is louder and more consistent. The Yankees are on W**K. Any wagers as to which station is loses this battle?
 
numbers dont lie - if the sabres lose :(
the series to philly 4-1 ( yea, thats
100.k per game) +additional - very unlikely..
-
however a 7.week run ( 49 days, say 50)
that is only 500,000 over a 50 day spread
makes it more believable
 
I broached this subject with a well respected sales person and former GM. He'd seen this thread but doesn't and will not comment here. He knows the lay of the land regarding radio sales and selling sports. Here's how he put it: "Entercom has the people, the know-how and the platforms, two talk AMs, an FM, and their websites. This is a a great opportunity for talk and sports talk. The estimate is high, but considering the platforms being offered, the revenue potential is being maximized on all fronts. It's really up to the Sabres. If it's a long series and they go to the finals, the city will be out of its mind and local money will open up. Radio is cheap and it's effective. Agencies know this and local-direct knows it to, so everybody will want to get on the train that happens to run on Entercom's tracks. It's a great place to be." He laughed, knowing his next observation would state the obvious, "Let's put it this way, Entercom will get a lot closer to that number if the Sabres make the finals than if they go out in the first or second round."
 
Hmmm...let me see...500,000 devided by 7...carry the one...ummmm ohhh....71,429 per game...wow....what a series....what will we do wth all this money...maybe we can hire back the LAKE guys....
 
Out of the playoffs. So if you're selling for WGR, what do you tell clients for ads that will air in May, June, July and the first part of August?
 
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