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104.5 The Zone Dominates Nashville’s January Ratings

Jason Barrett

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Earlier this month we released our “2015 Best In Sports Radio” series which highlighted the Top 20 in a number of different categories. If you read my follow up piece, you likely recall how I pointed out that a number of smaller market stations and shows didn’t receive their due when many had a legitimate gripe.

In the case of great brands like 610 Sports in Kansas City, 101 ESPN in St. Louis, and 99.9 The Fan in Raleigh, they did everything they were supposed to do from a performance standpoint. Their only crime in receiving credit was not tripling the size of their population and becoming a top 10 market, and that’s unfair.

Well, one brand that didn’t bellyache over any of the results but had as strong of a reason to as anyone, was 104.5 The Zone in Nashville.

To many on the outside, the Nashville market may be best known for the Titans and Country music but to plenty of industry insiders, The Zone has become a well respected brand in the sports talk format. It has been and continues to be one of the highest rated brands in the nation, but even many who work in the sports radio field aren’t aware of just how dominant their performance is.

I was able to do some digging and gather the ratings data for the January book in the Nashville market, and I’m excited to share it with you because I believe this is a story that deserves to be told. In my opinion, it’s flown under the radar for far too long.

Let’s start by focusing on M-SU 6a-Mid with Men 25-54.

  • 104.5 The Zone = 11.2 (1st)

*** The Zone’s closest competitor, 102.5 and 94.9 The Game, finished tied for 16th with a 1.8.

Next up, M-F 6a-7p with Men 25-54.

  • 104.5 The Zone = 12.7 (1st)

When you turn the attention towards the radio station’s weekday programs, it’s the same story. Let’s begin by looking at M-F 6a-10a with Men 25-54.

  • 104.5 The Zone (The Wakeup Zone) = 14.2 (1st)

Shifting gears, we move on to middays M-F 10a-3p with Men 25-54.

  • 104.5 The Zone (Dan Patrick Show and Midday 180) = 11.7 (1st)

To wrap things up we shine the spotlight on M-F 3p-7p with Men 25-54.

  • 104.5 The Zone (3HL and Primetime) = 12.3 (1st)

Even the radio station’s weekends deliver a 9.7 which is also good enough for 1st.

At this point, the real internal story is which show is going to gain bragging rights for being the best on the radio station. The threat of competition is not on the radio station’s radar. For this month, the honor of being recognized as the station’s best belongs to ‘The Wake Up Zone” which features Kevin Ingram, Frank Wycheck and Mark Howard.

What’s scary is that when you look at the money demo (Persons 25-54), the same story exists.

For example, The Zone was tied for 5th M-SU 6a-Mid with a 6.8. They were 4th M-F 6a-7p with a 7.5. In mornings they finished 2nd with an 8.6. Middays came in 5th with a 7.1. And in afternoon drive, they’re 4th with a 6.9.

What this data tells us is that The Zone owns the market with Men 25-54, and the real competitive focus is on beating brands in the Persons 25-54 category. When a sports station is able to do that, it puts a company in position to have huge financial success.

Let me be clear about one thing as it pertains to this story. I don’t work for 104.5 The Zone or Cumulus who owns the radio station. The only thing I gain by sharing this story is some additional web traffic, a few thank you’s from listeners and industry folks who are appreciative of learning the information, and if I play my cards right, maybe a retweet from Mickey Ryan, Brent Dougherty and Blaine Bishop of 3HL.

If The Zone was losing badly, I wouldn’t hesitate to share that story because I believe in being fair, objective, and honest. In this case though there isn’t much to say other than “congrats on a job well done!”

The purpose of this piece is to educate you on what this brand has created in its local market, and acknowledge why they deserve to be in the conversation among elite brands in the sports radio format. Stations such as 98.5 The Sports Hub and WEEI in Boston, WFAN in New York, 97.1 The Ticket in Detroit, and KFAN in Minneapolis all deserve to be at the top of the list, but 104.5 The Zone can make an argument for why they belong in the same discussion.

When you’re delivering double digit ratings and 1st place finishes month after month, that’s impossible to ignore. It’s these types of stories that demonstrate the power sports radio has in local markets, and the more we become familiar with them, the more the mainstream media will have to take notice of the way this format and its personalities connect with local audiences, and deliver results for advertisers.

I know this much, if you’re an advertiser looking to reach Men in the Nashville market, and you’re not investing the majority of your budget on The Zone, your strategy is severely flawed. There’s an old saying in sports radio “you fish where the fish are” and in this case, they’re all swimming in The Zone’s waters.

Sports Radio News

Alpha Media Ends San Antonio Sports Star Simulcast, 1250 AM Goes All ESPN Radio

“Alpha launched Sports Star on 94.1 back in June of last year, giving San Antonio its first FM sports talk station.”

Jordan Bondurant

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San Antonio now has a frequency where people can find local sports talk and the full ESPN Radio lineup.

RadioInsight reported owner Alpha Media has tweaked what was on 1250 AM, launching it as ESPN 1250. The station will be San Antonio’s 24/7/365 home for ESPN Radio. That will include NBA, NFL and MLB play-by-play on top of talk.

San Antonio’s Sports Star had been simulcasting on 1250, but Alpha will carry on with live and local programming on the stronger FM frequency. Alpha launched Sports Star on 94.1 back in June of last year, giving San Antonio its first FM sports talk station.

Sports Star is the home of the Dallas Cowboys and Texas Rangers in San Antonio.

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Sports Radio News

ESPN Radio 94.1 Sells Station Naming Rights To Priority Automotive Group

“The programming on the station does not change.”

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Max Media has found an interesting new revenue stream in Virginia Beach. ESPN Radio 94.1 has sold its naming rights. The station has rebranded as Priority Auto Sports Radio 94.1 ESPN.

“This is an important partnership for us,” said Priority Automotive COO Matt Elmer. “At Priority Automotive we think sports ties everyone together, so this is a great opportunity for us to be a voice in the community and partner with the number one voice for sports in Hampton Roads, ESPN 94.1.”

The programming on the station does not change. Listeners in the 757 will still hear the nationally syndicated ESPN Radio lineup except for in afternoon drive when The Tim Donnelly Show is on the air.

“The partnership between ESPN 94.1 and Priority Automotive is a natural evolution for both companies,” President and Market Manager Keith Barton added. “From the many youth organizations to college teams, Priority Automotive Has been dedicated to sports in Hampton Roads for decades. Max Media is incredibly proud to be partnered with such a class organization.”

Priority Automotive owns 17 car dealerships across Virginia.

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Sports Radio News

SiriusXM Plots Super Bowl LVII Coverage

“SiriusXM will deliver fans around the country the unique mix of sports, music and entertainment programming that you can only find on SiriusXM.”

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SiriusXM has announced its extensive plans for coverage of Super Bowl LVII and the events leading up to the big game.

A dedicated Super Bowl pop-up channel on SiriusXM Channel 104 will be just one of the avenues SiriusXM plans to cover the event. Amber Theoharis will conduct interviews with players, and personalities making their way through Radio Row throughout the week that will air on the pop-up channel.

Mad Dog Sports Radio will have a large presence on Radio Row, with shows hosted by Chris “Mad Dog” Russo, Adam Schein, Dusty Dvoracek, Danny Kanell, and Steve Torre all airing live on location in Arizona. Former NFL All-Pro wide receiver Brandon Marshall will be on hand to host I Am Athlete Tonight from the event, as well.

“With all eyes and ears focused on Phoenix for Super Bowl Week, SiriusXM will deliver fans around the country the unique mix of sports, music and entertainment programming that you can only find on SiriusXM,” said SiriusXM President and Chief Content Officer Scott Greenstein.

“With multiple game broadcasts, several channels in Phoenix covering the latest news and providing expert analysis on the teams, interviews with many of the celebrities in town for the game, and our exclusive concert with Luke Combs, our subscribers will have exceptional access throughout the biggest week on the NFL calendar.”

ESPNU Radio hosts Colt McCoy, Rick Neuheisel, and Max Starks will also be in Arizona on Radio Row, in addition to Dusty and Danny hosting their shows each day from Radio Row.

Fantasy football expert Jeff Mans and SportsGrid Radio host Scott Ferrall will also originate content from Radio Row.

SiriusXM will offer four different game broadcasts of Super Bowl LVII. The Kansas City Chiefs and Philadelphia Eagles home broadcasts will each air, as will the national Westwood One call. Additionally, a Spanish-language broadcast will also be provided. Listeners will also be able to hear the halftime show — performed by pop star Rihanna — on Sirius XM Hits 1, The Heat, and Super Bowl LVII Radio.

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