The Ticket's Lousy Signal -- and What to Do About It
And I mention the topic from time to time. One of those times commenter Anon E wrote an email as to why that wasn't a viable plan. In a recent post I mentioned his response and said that I needed to go look it up to refresh my recollection. Turned out to be unnecessary, because he was kind enough to repeat his point from earlier. It makes sense and best of all, it has some very good information about the radio marketplace. I am reproducing it in its entirety below, with my thanks to Anon E for repeating his commentary. (Corrected a typo or two, otherwise unedited.)
I had some questions after I read it, but I'm going to save them for the next post, which I'll put up in a few days. For now, I just want to showcase Anon E's information and analysis. And thanks again, Anon E, I do appreciate you taking the time and trouble to bring us some of the inside baseball.
I can explain why it's not viable, and I'll try not to be grumpy while I do it.
The Ticket's average billing for the past few years has been in the 15-20million dollar range. i93 is probably billing this year around 5 million dollars. For the swap to make sense, they need a combination of billing on 93.3 and 1310 that combine to that 25mil total. The Ticket is one of the 2 or 3 highest billers in the market (beat by WBAP and/or KISS), they are already the #1 station with Men 25-54, etc, so JUST switching to FM doesn't necessarily equate to higher ratings, which SOMETIMES equals more revenue.
As is, the reason we have 2 other sports stations in town is because the other stations undercut their spot prices- both ESPN and the Fan offer to advertisers what can be perceived too be a better value in advertising. yes, the Ticket has higher ratings, but those spots come with a higher price tag. So to repeat, a switch to FM may mean slightly better ratings, but that doesn't necessarily translate to higher revenue.
And see above, you need to replace a format on 1310 with something that will replace the majority of i93's billing. If you guys think you know of a format that will bill 4 million dollars a year, let's hear what it is.
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