Broadcast sports radio is still a megaphone that sports podcasts wish they had. It remains one of the most valuable ******* ets sports radio provides: a built-in audience that is highly engaged and rarely listens passively. That’s why so many broadcast companies use the medium as a promotional tool for their podcast platforms.
You’ve heard the ads. Check out this random podcast on the (insert company name) podcast network. Streaming on the (insert company name) app. These spots are often programmed from afar and inserted based on broad audience demographics. The problem is they frequently have little to do with what local listeners actually want from their local sports radio station.
They’re a headache for programmers and talent alike. Instead of getting back to the content and personalities audiences tune in for, stations extend commercial breaks to accommodate company priorities. Quantity takes precedence over quality. Plus, local brands are often forced to promote content that may have little relevance to their listeners.
Just the other day, I tuned into my local sports radio station here in Tampa Bay and heard a 30-second commercial for a soccer podcast hosted by names I didn’t recognize. Yes, the World Cup is here and people are watching. However, you just can’t say soccer and expect me to check it out because. “Hey, soccer is here.”
It reminded me of my time programming the station. We were the home of the Tampa Bay Buccaneers, yet it seemed like we ran promotional spots every hour for Off The Edge with Cam Jordan. When I questioned management why we were promoting a star player from a rival team, I was told the ads had to run at the allotted frequency.
You’ve heard the ads. Check out this random podcast on the (insert company name) podcast network. Streaming on the (insert company name) app. These spots are often programmed from afar and inserted based on broad audience demographics. The problem is they frequently have little to do with what local listeners actually want from their local sports radio station.
They’re a headache for programmers and talent alike. Instead of getting back to the content and personalities audiences tune in for, stations extend commercial breaks to accommodate company priorities. Quantity takes precedence over quality. Plus, local brands are often forced to promote content that may have little relevance to their listeners.
Just the other day, I tuned into my local sports radio station here in Tampa Bay and heard a 30-second commercial for a soccer podcast hosted by names I didn’t recognize. Yes, the World Cup is here and people are watching. However, you just can’t say soccer and expect me to check it out because. “Hey, soccer is here.”
It reminded me of my time programming the station. We were the home of the Tampa Bay Buccaneers, yet it seemed like we ran promotional spots every hour for Off The Edge with Cam Jordan. When I questioned management why we were promoting a star player from a rival team, I was told the ads had to run at the allotted frequency.
4 months ago
