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The Horn Shuffles Weekday Lineup

“The changes, which feature a shuffling of existing talent begin at 10am.”

Brandon Contes

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104.9 The Horn in Austin, Texas made it official, their new weekday lineup will launch Wednesday, Mar. 4. The schedule starts off the same, with longtime Austin radio host Bucky Godbolt and program director Erin Hogan staying in morning drive. The changes, which feature a shuffling of existing talent begin at 10am. 

Each day from 10am – noon, Jeff Howe will expand his role at The Horn and partner with Craig Way for a new late morning show. Way is the lead radio play-by-play voice of the Texas Longhorns, calling football, baseball, men’s and women’s basketball. Howe, a writer for 247Sports, said he and Way will rotate between hosting solo and as a duo. 

Chad Hastings departs afternoon drive to partner with midday host Trey Elling from noon – 3pm. Elling filled the 11am – 1pm timeslot with co-host Brad Kellner (BK) for the last three years. His new co-host, Chad Hastings is an original at 104.9 The Horn, coming in as an already established sports radio personality to help launch the station in 2009.

BK moves from middays to afternoon drive, joining Kevin Dunn and Rod Babers each day from 3 – 7pm. Dunn is an incumbent on The Horn’s afternoon show, with Babers moving over after previously hosting weekdays from 1 – 3pm. BK joined The Horn as an intern in 2015. In addition to hosting middays from 11am – 1pm, BK also regularly contributed to Babers’ 1 – 3pm show. Dunn has been with 104.9 The Horn since joining Hastings in afternoon drive in 2015.

“To be able to reconstitute our daily lineup with our current talent, adding Craig Way and a talent the caliber of Jeff Howe, is exciting,” said program director and morning show co-shot Erin Hogan. “These moves put us in a position to see tremendous growth into the new decade.”

To recap, here is the full weekday lineup on 104.9 The Horn:

Bucky Godbolt and Erin Hogan 6 – 10am
Craig Way and Jeff Howe 10am – noon
Chad Hastings and Trey Elling noon – 3pm
Rod Babers, Kevin Dunn and Brad Kellner 3pm – 7pm

Sports Radio News

SURVEY: 16.9% of All Sports Radio Listeners Are Streaming

The survey found that in May 2022, 16.9% of sports talk radio’s audience tunes in via the station’s online stream. That news comes as Nielsen reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.

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Streaming Radio

According to Nielsen, All Sports radio stations are the third-most streamed spoken word format, just behind Talk/Personality and News/Talk/Info. The trend is continuing to show that streaming is on the uptick.

The survey found that in May 2022, 16.9% of sports talk radio’s audience tunes in via the station’s online stream. That news comes as Nielson reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.

Nielsen notes that in the 45 PPM markets they are grabbing data from and the 4,800+ stations that stream in those markets, just 30% of them are encoded. That encoding allows for Nielsen to accurately measure the streams. They used the listener data from 1,500 stations across the U.S., in its latest report, AM/FM Radio Streaming Growth in PPM Markets

The survey also showed that streaming levels differ widely by radio format. Spoken word formats display strong streaming listenership (Talk/Personality: 31.2%, News/Talk/Info: 19.1%, All Sports: 16.9%). In fact, Nielsen found that 1/3 of all AM/FM streaming in PPM markets is to spoken word formats.

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Sports Radio News

New Study Finds Listeners to MLB on Radio Are Willing to Spend

More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team… 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

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MLB Radio

When it comes to advertiser’s attempting to reach an affluent and engaged audience, sports talk radio might have a whale on their hands. Major League Baseball play-by-play features an audience that has money and has no problems spending it.

In a recent MRI-Simmons study, data shows that consumers who listen to MLB broadcasts on the radio are the perfect audience for sports marketers. According to the analysis, done by Katz Radio Group, nearly two thirds (62%) of those surveyed consider themselves “super fans” of baseball. That number is 58% higher than the average.

Radio Listeners to MLB

Those “super fans” are willing to spend to support their team, as well. More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team. Those fans are also far more willing to make the trip to see their team. The study found that 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

The news continues getting better for advertisers. Continued analysis reveals that 66% of listeners are currently employed and have a median household income greater than $106,000.

Listeners to MLB games on the radio are also 34% more likely to place a sports bet and 106% more likely to be a participant in fantasy baseball.

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Sports Radio News

Jeff Dean Signs Off At ESPN Tucson for The Final Time

Dean said on Facebook: “…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

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Jeff Dean Show

Fans will no longer be able to tune into ESPN Tucson and hear Jeff Dean hosting his show. Friday morning was his last show, according to his Facebook and Twitter pages.

The Jeff Dean Show had been airing from 7-9a MT weekday mornings. Dean took to social media to relay the news and the reason behind him stepping away from the microphone. Dean said on Facebook:

“This morning I signed off from my radio show on ESPN Tucson for the final time. I have been devoting too much of my life and my time to working multiple jobs…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

Jeff Dean Facebook

Dean went on to emphasize that he isn’t stepping away from ESPN Tucson, he’s just taking himself off the air. He also added that “gladly, I will be continuing my position as PA announcer of University of Arizona Football and Men’s basketball.”

Dean would also go onto Twitter to add even further context for his self-removal from the ESPN Tucson airwaves. He added, “It’s not a decision I arrived at hastily, as it’s been a 6 month mental grind to make the ultimate decision that had to be made, and I’m not particularly happy about it, but I have to put my health first, we all do, and make sure we’re around long enough to enjoy life”.

Dean had been ESPN Tucson’s morning host since November 2019.

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