Why 95.7 Sports May Work

[DavidKaye]

I was chatting with a guy in a cafe today who is about 25, was wearing a Giants cap, and was listening to the 95.7 sports station on his phone.

I asked him why he was listening to 95.7 rather than KNBR or KTCT 1050, the other sports stations in town. He told me that he does listen when the Giants are on, but as for sportstalk he prefers 95.7 (he never did say the slogan or the callsign), because "it's hipper" and "more well-rounded" in the kinds of sports people talk about. He also said that 95.7 has some hosts who "bring a lot more to the table" than the KNBR/KTCT guys. "It's like they've got other lives besides just sports."

When I suggested that 95.7 is sort of coasting in the ratings department and that some people are speculating about whether the format would continue, he told me that if they dump the sports from 95.7 then he probably wouldn't be listening to any local radio station, either via his Android or his radio.

Not even the Giants? "Well, I like the play-by-play, but when the games are on I'd rather watch it on TV than hear it anyway."

 

[Finatic]

I was chatting with a guy in a cafe today who is about 25, was wearing a Giants cap, and was listening to the 95.7 sports station on his phone.

I asked him why he was listening to 95.7 rather than KNBR or KTCT 1050, the other sports stations in town. He told me that he does listen when the Giants are on, but as for sportstalk he prefers 95.7 (he never did say the slogan or the callsign), because "it's hipper" and "more well-rounded" in the kinds of sports people talk about. He also said that 95.7 has some hosts who "bring a lot more to the table" than the KNBR/KTCT guys. "It's like they've got other lives besides just sports."

When I suggested that 95.7 is sort of coasting in the ratings department and that some people are speculating about whether the format would continue, he told me that if they dump the sports from 95.7 then he probably wouldn't be listening to any local radio station, either via his Android or his radio.

Not even the Giants? "Well, I like the play-by-play, but when the games are on I'd rather watch it on TV than hear it anyway."

I can't agree with much of what this guy said. 95.7 does try painfully hard to be "hipper" but at the cost of fairly lame content. Funny what he said about 95.7's hosts sounding more like they have lives outside of sports, because I've heard the opposite. I've heard KNBR folks talk more about outside stuff than 95.7 folks. As for being "more well-rounded", sure, I'll grant you they do a more even discussion of the sports teams in the area than KNBR (duh). But I'm not sure that is really what a lot of people want. If you're a Giants fan, I don't think you necessarily care to hear 50% A's talk. Or vice-versa. Sure some might like that, but most sports fans are more narrowly focused on what they care about, based on their favorite teams. I listen to 95.7 some, but if they start talking about the A's or Raiders, being a Giants and 49ers fan, I flip the station to almost anything else because I just don't care. And I don't think I'm in the minority with that attitude. I think 95.7 is way too focused on attitude over content, and I think their concept of a more even discussion of the area sports teams is flawed as a business model, especially in this area where there's a station focused on the teams that are more entrenched in the bay area's sports psyche. So far, after over a year, the ratings show the flaws with 95.7. If "The Game" is still around a year from now I'll be surprised.

 

[SportsDotCom]

The reality is when an FM station flips to sports it takes at least 18 months to even begin to see any light at the end of the tunnel. This is according to the folks at CBS Radio, who have been the pioneers in FM Sports Talk. So, for anyone to say they'd, "pull the plug," after a year or two is just someone who doesn't understand the radio business.

 

[Truthiness4DaBray]

I can't agree with much of what this guy said. 95.7 does try painfully hard to be "hipper" but at the cost of fairly lame content. Funny what he said about 95.7's hosts sounding more like they have lives outside of sports, because I've heard the opposite. I've heard KNBR folks talk more about outside stuff than 95.7 folks. As for being "more well-rounded", sure, I'll grant you they do a more even discussion of the sports teams in the area than KNBR (duh). But I'm not sure that is really what a lot of people want. If you're a Giants fan, I don't think you necessarily care to hear 50% A's talk. Or vice-versa. Sure some might like that, but most sports fans are more narrowly focused on what they care about, based on their favorite teams. I listen to 95.7 some, but if they start talking about the A's or Raiders, being a Giants and 49ers fan, I flip the station to almost anything else because I just don't care. And I don't think I'm in the minority with that attitude. I think 95.7 is way too focused on attitude over content, and I think their concept of a more even discussion of the area sports teams is flawed as a business model, especially in this area where there's a station focused on the teams that are more entrenched in the bay area's sports psyche. So far, after over a year, the ratings show the flaws with 95.7. If "The Game" is still around a year from now I'll be surprised.

My hope for 95.7 was that as the A's flagship a little more attention would be paid to the A's, instead it's little more than what KNBR does, and their hosts don't keep me interested, so I stopped listening. It's sad how the A's keep coming up on the short end of the things. I won't be surprised if the A's and Raiders leave for other markets.

 

[radcat]

The reality is when an FM station flips to sports it takes at least 18 months to even begin to see any light at the end of the tunnel. This is according to the folks at CBS Radio, who have been the pioneers in FM Sports Talk. So, for anyone to say they'd, "pull the plug," after a year or two is just someone who doesn't understand the radio business.

Since 95.7 went sports 14 months ago, they should be seeing "light at the end of the tunnel" soon right? Would anything above a 1 share be considered "light" at this point? Because so far they've failed to even do that.

 

[ContactLenz]

From under the other 95.7 thread I posted this

KNBR is cleaning their clock not because of Cumulus, or even what Entercom is not doing, but by the fact they have been around for a long time, have much greater heritage and name recognition then 95.7 The Game.

This ain't "rocket surgery"Smiley

Even if the Game had done everything correct with talent, promotion, marketing, exposure...they still would likely be behind KNBR buy a few shares and in Cume, just based on folks listening habits and routines.

Folks who want to bail at the first sign of a "battle" either do not understand the battle, their opponent, or both!

Like boxing, this is going to go a few rounds, as we are not to the middle rounds yet.

The Game has some work to do, and anyone who thought they'd just come in and win, or that KNBR would just lie down, doesn't understand sports radio, or radio in general when a new station tries to compete with an 800lb gorilla.

If anything, their will be (eventually) a signal swap with 102.9...if the Game wants to really compete, then folks go to be able to get their signal, and get it everywhere in the Bay Area, not in spots...as KNBR can be heard throughout the region.

 

[SportsDotCom]

The reality is when an FM station flips to sports it takes at least 18 months to even begin to see any light at the end of the tunnel. This is according to the folks at CBS Radio, who have been the pioneers in FM Sports Talk. So, for anyone to say they'd, "pull the plug," after a year or two is just someone who doesn't understand the radio business.

Since 95.7 went sports 14 months ago, they should be seeing "light at the end of the tunnel" soon right? Would anything above a 1 share be considered "light" at this point? Because so far they've failed to even do that.

Light at the end of the tunnel, would be from a sales perspective. Which to be quite honest, is the reason they're in business. That is to get a piece of the advertising pie. The ratings can come later. Plenty of successful stations have gone through several talent changes before they find the right mix.

I worked in sales. You have to be able to make money. Having play by play deals position you to do that. The rest falls into place over time. But, that could take 3 years before you see a ratings return. That's the average. Ideally, once you do that, then you can raise your rates and really make money.

 

[geek-orama]

So SportsDot you would think it is doing okay if the Game is making money. Well it isn't. The A's (and Giants for that matter) own the play by play get the vast lion's share of that revenue and pay the station a fraction. The station gets the benefit of ratings and a small number of spots in game. I too have had to meet a revenue budget in radio and you are dead wrong about revenue first and ratings follow that is backwards. 95.7 doesn't have to beat KNBR though to be successful. But they need better than 1.0 shares, which they don't have and more than 300K in monthly revenue which they struggle to achieve.
I do agree with the earlier post that the Game should focus more on the A's in their shows and stop trying to be The Station for Giants News. The A's fans are a smaller group but they are very loyal and by being their station the ratings might actually climb above that elusive 1.0 share.

 

[1069_KIFR]

Nicely put Geek-o-rama. KNBR focuses so much on the Giants, since they are the flagship station. The Game 95.7 should also focus entirely on The A's, especially during baseball season.

When The Giants are playing, nearly everyone knows to tune to 680, KNBR.

For The A's, it seems like people have to stop and think of where to tune their radios.

 

[SportsDotCom]

So SportsDot you would think it is doing okay if the Game is making money. Well it isn't. The A's (and Giants for that matter) own the play by play get the vast lion's share of that revenue and pay the station a fraction. The station gets the benefit of ratings and a small number of spots in game. I too have had to meet a revenue budget in radio and you are dead wrong about revenue first and ratings follow that is backwards. 95.7 doesn't have to beat KNBR though to be successful. But they need better than 1.0 shares, which they don't have and more than 300K in monthly revenue which they struggle to achieve.
I do agree with the earlier post that the Game should focus more on the A's in their shows and stop trying to be The Station for Giants News. The A's fans are a smaller group but they are very loyal and by being their station the ratings might actually climb above that elusive 1.0 share.

First, I didn't claim to be specifically talking about the A's or any of their current play by play deals. I was speaking in generalities. Those type of partnerships have essential value for an upstart station. Ideally, it also leads to more partnerships in the future.

But, while we're on the subject... My guess is the A's own the play by play rights and pay for the air time. That air time is worth something. Usually worth several hundred thousand for a season. The team/station then decide what the rev/share split is. You are correct, in these cases the team gets most of the inventory. The station usually gets a few minutes in game and the pre/post games outside of the network broadcasts.

I worked sales at several successful sports talk stations and a network on the east coast. The goal was always to make money first. There's not a successful station in America, that didn't tinker with their on air product for at least a few years before getting the right mix. The sales team is the most important aspect of the station, because it keeps them on air. No one ever said ratings weren't important. What I said, is that sales is the more important factor. Especially, in cases where the upstart station was taking on the established one. Got to stay afloat.

Ultimately, Entercom is a company that understands Sports Talk far more than the people on this board. They have some pretty successful properties around the country in that genre. So, they're not getting into this and pulling the plug in 15 months. That's absurd.

 

[ContactLenz]

To your point though about PBP...it is NOT a "Magic Bullet"...AND often stations because of the revenue split are lucky to break even financially in that arrangement.

Even with KNBR with the Giants, they make some money, but they carry the Giants more for image and less for money...so overall having the Giants helps their station, BUT KNBR is not and does not rely on them to provide the bulk of their revenue, that still comes from the local shows and hosts and advertisers spending on those programs.

Trust me, if a sports station can succeed without PBP, they prefer to do so, based on the headaches, and depending on the amount of air time they have to give up for said team like baseball...especially is the team is bad.

So picking the RIGHT teams for PBP is key as well, knowing it is about the overall perception of your station, not just the money aspect as again most deals are losers or break evens for the stations...PBP Rights are very expensive...especially for the Major pro sports.

 

[SportsDotCom]

To your point though about PBP...it is NOT a "Magic Bullet"...AND often stations because of the revenue split are lucky to break even financially in that arrangement.

Even with KNBR with the Giants, they make some money, but they carry the Giants more for image and less for money...so overall having the Giants helps their station, BUT KNBR is not and does not rely on them to provide the bulk of their revenue, that still comes from the local shows and hosts and advertisers spending on those programs.

Trust me, if a sports station can succeed without PBP, they prefer to do so, based on the headaches, and depending on the amount of air time they have to give up for said team like baseball...especially is the team is bad.

So picking the RIGHT teams for PBP is key as well, knowing it is about the overall perception of your station, not just the money aspect as again most deals are losers or break evens for the stations...PBP Rights are very expensive...especially for the Major pro sports.

"Those type of partnerships have essential value for an upstart station."

That's what my point was. Again, you're assuming I felt that specific PxP would = tons of revenue. Essential value is more than just money. But, it does lead to more money.

 

[ContactLenz]

Not arguing at all...just adding to what you shared.

Many here think, for example, if you get the rights... to the Giants, and all the sudden you have a 4 share and the money rolls in..not the case.

So on your page, just re-emphasizing the the often wrong held belief PBP is what cures all ills for sports stations.

 

[Phedeks]

There seems to be this undertone here that people want this to fail. Not sure why, the fact we have ONE sports station is pathetic, you should all want 95.7 to stay for good, for variety sake. Instead it's like you're happy they struggle with ratings. KNBR is garbage. Numbers are not, people listen for two reasons, the Giants and the length of time they have been on. That's' it.

 

[1069_KIFR]

I do not feel that there are people here wanting 95.7 The Game to fail.

The way I understand these posts, is that people are simply stating facts. As for me, I do not find 95.7 The Game appealing at all. Only for, as I stated before, the Giants vs. A's games. Since I can hear the game on the radio in a clearer sound.

 

[Finatic]

There seems to be this undertone here that people want this to fail. Not sure why, the fact we have ONE sports station is pathetic, you should all want 95.7 to stay for good, for variety sake. Instead it's like you're happy they struggle with ratings. KNBR is garbage. Numbers are not, people listen for two reasons, the Giants and the length of time they have been on. That's' it.

Ya I'm not sure what tells you that people WANT 95.7 to fail. The fact is, so far, it IS failing. Some people are stating facts or opinions about why they think that might be. I would love for 95.7 to succeed, but not with their current content. I enjoy sports talk and would like to have as many options available. So far, "The Game" hasn't proven to be a be a great option for many people. You are certainly entitled to your opinion about KNBR, but it would be great if you would back it up with reasons you think KNBR is "garbage". I don't think your argument that one of the reasons it does reasonably well is the length of time they've been on holds water. If that were the case, KGO would still be number one. Heck, maybe KFRC would still be king .

 

[DavidKaye]

Ya I'm not sure what tells you that people WANT 95.7 to fail. The fact is, so far, it IS failing. Some people are stating facts or opinions about why they think that might be. I would love for 95.7 to succeed, but not with their current content.

I noticed that on the Comcast Giants broadcast, after the game they brought in a commentator from 95.7. After a long discussion with the guy, they went to some other sports and then kind of as an afterthought said, "...and we'll have the KNBR postgame show shortly," which is the KNBR/Comcast simulcast.

I got the distinct impression that they'd like to phase out the links with KNBR and tie more to 95.7.

Maybe Cumulus is screwing over Comcast, too?

 

[Phedeks]

There seems to be this undertone here that people want this to fail. Not sure why, the fact we have ONE sports station is pathetic, you should all want 95.7 to stay for good, for variety sake. Instead it's like you're happy they struggle with ratings. KNBR is garbage. Numbers are not, people listen for two reasons, the Giants and the length of time they have been on. That's' it.

Ya I'm not sure what tells you that people WANT 95.7 to fail. The fact is, so far, it IS failing. Some people are stating facts or opinions about why they think that might be. I would love for 95.7 to succeed, but not with their current content. I enjoy sports talk and would like to have as many options available. So far, "The Game" hasn't proven to be a be a great option for many people. You are certainly entitled to your opinion about KNBR, but it would be great if you would back it up with reasons you think KNBR is "garbage". I don't think your argument that one of the reasons it does reasonably well is the length of time they've been on holds water. If that were the case, KGO would still be number one. Heck, maybe KFRC would still be king .

I've stated my opinion as to why KNBR is garbage MANY times. Let me do it again for you.

1. Giants Obsession, flagship station or not. Talk about something else for crying out loud. The Morning show with Mac & Murph is HORRIBLE. Do you think rambling between Greatful Dead songs, making stupid songs about Giants players & non stop Giants & Golf talk is interesting? Well then nothing else can get through to you.

2. Gary Radnich is the most obnoxious blow hard on radio. He also is more about gossip than sports.

3. Damon Bruce I can tolerate.

4. Fitz & Brooks are Awful, I don't know anybody who can listen to them.

5. The Firing of Ralph Barbieri was low class and pathetic.

Those are some of the MANY reasons this station is IMO Garbage. The ONLY person who spends time really talking sports is Damon Bruce. Everybody else just goes on and on about gossip or music or Kim Kardashian etc etc.

 

[1069_KIFR]

Ya I'm not sure what tells you that people WANT 95.7 to fail. The fact is, so far, it IS failing. Some people are stating facts or opinions about why they think that might be. I would love for 95.7 to succeed, but not with their current content.

I noticed that on the Comcast Giants broadcast, after the game they brought in a commentator from 95.7. After a long discussion with the guy, they went to some other sports and then kind of as an afterthought said, "...and we'll have the KNBR postgame show shortly," which is the KNBR/Comcast simulcast.

I got the distinct impression that they'd like to phase out the links with KNBR and tie more to 95.7.

I do not think they are phasing KNBR out. Does The Game have an A's postgame show, too? Comcast Sports Bay Area carries A's games too!

Maybe Cumulus is screwing over Comcast, too?

 

[Finatic]

I've stated my opinion as to why KNBR is garbage MANY times. Let me do it again for you.

1. Giants Obsession, flagship station or not. Talk about something else for crying out loud. The Morning show with Mac & Murph is HORRIBLE. Do you think rambling between Greatful Dead songs, making stupid songs about Giants players & non stop Giants & Golf talk is interesting? Well then nothing else can get through to you.

2. Gary Radnich is the most obnoxious blow hard on radio. He also is more about gossip than sports.

3. Damon Bruce I can tolerate.

4. Fitz & Brooks are Awful, I don't know anybody who can listen to them.

5. The Firing of Ralph Barbieri was low class and pathetic.

Those are some of the MANY reasons this station is IMO Garbage. The ONLY person who spends time really talking sports is Damon Bruce. Everybody else just goes on and on about gossip or music or Kim Kardashian etc etc.

Not really sure why you have to be condescending. We all have opinions. Neither yours nor mine are better. In response to your points...

1. Giants obsession is probably more of an issue for people who aren't Giants fans. I am. I will agree with you that they should do more to cover the A's, as well as other teams. As for morning shows, Murph & Mac can be hit and miss, sure. I couldn't care less about the golf talk personally. But I don't think 95.7's "The Rise Guys" is any better. The same damn bits every single day, and the same jingles played over and over again within the same bit. If I hear the "Questions for Kreidler" song one more time, my car windows may not survive. Someone on here said that the "Word of the Day" thing was the idea of a high school intern. I believe it. Moronic.

2. I agree with you about Radnich. I used to like him, at least he was a little different than the other talking heads. But he's become increasingly self-important and his "I know the REAL story, the way things REALLY work..." attitude is annoying at best. The way he treats callers is abominable. Complete disrespect. I'm not sure why anyone would call his show. Other than perhaps because of Larry Krueger. He does talk sports, he is knowledgeable, and I think he's the only thing keeping this show listenable.

3. Damon I have very mixed feelings about. He definitely talks sports, and knows his stuff. But sometimes his schtick gets a little too slick for my tastes. I do think his tribute to Ralph the day of his firing was outstanding, and he earned points with me for that.

4. Fitz and Brooks... I used to wonder why people hated this show so much. I liked the show chemistry between the two of them. But much like Radnich, Fitz has become so arrogant I'm not sure how his head fits into the door to the studio. And whenever Brooks does the show alone, he seems to morph into an a**hole with callers. So ya, I have mixed feelings on this one.

5. I agree about Ralph's firing. The only caveat I'll say is that we don't know the whole story. On the surface though, yes I think even if Cumulus wanted to ditch Ralph they could have done it in a much more humane way, like just not resign him when his contract would have been up. After hearing his appearance on 95.7 a few weeks back, though, I'm not sure Ralph would have been up to doing that show much longer anyways, at least full-time. But obviously that does not condone what appears to be KNBR's ruthless behavior.

Sure, KNBR folks do talk about gossip and other things from time-to-time. To me it hasn't been overbearing though, and I don't mind a small break from pure sports from time to time. I think Tom Tolbert's non-sports rants are usually quite entertaining. I guess I'd rather hear an occasional non-sports moment than hear the same opinion spouted over and over and over and over again, as I frequently hear on 95.7. The Game sometimes feels like they're just desperate to fill air time so the talk about the same things repeatedly.