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here are three things to expect in 2010. The first is that we will continue to see adjustments and changes in all of radio as we learn more about PPM and how we can impact the methodology. Second, the new year will also bring an even stronger demand from the Sports Radio listener for entertainment, insight and information. As the sources for those areas continue to increase consumers will demand immediate satisfaction or go another source. A third area that will continue in 2010 is the progression of Sports Radio to the FM band. This is a no-brainer because in most markets at least half of the potential listeners in the target demo never tune to AM radio. It is not an indictment against AM radio it is how consumers use radio. This is a huge opportunity.
In Dallas, Boston and Philadelphia, all markets with successful AM sports radio stations, the addition of an FM sports radio station has increased the overall share of the format. Some of the audience may drift from AM to FM but there is a new audience that is exposed to the format because they only listen to FM. In Columbus, The Fan began a simulcast with an FM signal almost a year ago. The impact was much stronger than expected delivery across the board and throughout the year not just during Ohio State football. And Columbus is still on the diary methodolgy. If the PPM patterns hold true they should see an increase when they go to PPM. The FM aspect has even more potential with the move to add FM to cell phones (beyond the apps individual stations currently offer). It is a consumer friendly platform allowing us to reach more potential audience.
With 40 plus years of data from the diary we have had a good knowledge base to help understand how the system worked. Even so it was still a constant learning process. With only a few years, a few months in some markets, into the PPM system we and Arbitron are still trying to fully understand the process. The one aspect that everyone can agree on is that the PPM is a reflection of behavior and not recall. That is a significant factor in programming and marketing any radio station.
As far as the continued demand from the consumers for entertainment, insight and information it comes down to making everything worthwhile. If it does not have value for your core audience then why is it on your station! The consumer is demanding a return for investing their time; entertain them, provide insight or give them useful knowledge. If it is fluff, boring or filler they are gone. In this scenario personalities become even more critical establishing a unique product that can not be replicated. The key here is personalities, not sports talk show hosts but guys on the radio who can talk sports and relate to the consumer beyond sports.
What do you see for Sports Radio in 2010?