Media, PA -- (SBWIRE) -- 01/03/2017 -- Mark Lipsky, founder and president of the longtime-running radio advertising agency, The Radio Agency, just released an article that poses a question toward SportsTalk advertisers focusing on football as the season comes to a close: "Do football fans fade as the season ends?"
According to Lipsky's write-up, in the case of the underperforming Philadelphia Eagles, numbers show that the ratings faded as their record worsened. "They started the season off strong with a star rookie quarterback and a 3-0 record," said Lipsky. "SportsTalk listenership for Philly's WIP saw a rating share of 5.0 in September. But as the season panned out to be worse for the birds, so did WIP's ratings, which dropped to 4.9, and then 4.3 in October and November."
The article went on to expose that the same thing happened in other markets tied to low-performing professional football teams, like San Francisco, whose 49ers suffered a 1-13 season. Sure enough, the city's KNBR saw their ratings plummet from 5.7 to 5.0, finally settling at 3.5.
Lipsky noticed something else about SportsTalk listenership. "After examining the markets whose teams performed the worst, I took a look at the other end of the spectrum to find that football's most highly-performing teams saw plummets in listenership in their respective markets," said Lipsky. For example, Dallas' KRLD's ratings share dropped from 3.7, to 3.2 then 2.9, even as the Cowboys finished with a 12-2 season. "It didn't matter how your team performed. Football listeners dwindled across the board this season."
In light of this information, Lipsky recommends that SportsTalk advertisers react in the following ways. Next season, negotiate performance guarantees that protect them from revenue losses due to dwindling listenership. Also, advertisers can negotiate pay-as-you-go deals that price inventory against actual audience sizes. Finally, Lipsky recommends negotiating free air-time in other dayparts to compensate for shortfalls. "Whatever you do, next year don't go into a deal thinking that September's numbers will be equally as strong by December, and plan accordingly," said Lipsky.
To read his full article, or to learn more about his radio ad agency, please visit The Radio Agency's website. Please dial 800-969-2636 to speak with the firm directly.
About The Radio Agency
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