Twins radio broadcasts moving to KTWN

[Seth Stohs]

1500espn will be fine. I'm a big fan of Reusse. He's good, and I enjoy his knowledge of this Twins organization and its history. I think that Mackey is terrific. He may not respect all bloggers all the time, and that's fine, but he is a very hard worker, knows the game, knows the personnel, gets a lot of first-hand information. He's good. I think Judd Zulgad's move to radio has been tremendous. I really enjoy listening to him. He and Joe Anderson talk too much hockey for me, but that's ok. Tom Pelissero is the best on the Vikings beat in my opinion. I don't think anyone (other than possibly Paul Allen) does more than Tom, and I also think that he is a terrific host. Finally, Doogie Wolfson is another very hard worker. He knows so many people already in town, especially around the Gophers. They're sports people are tremendous, regardless of what any rankings may say. I can't listen to Soucheray or the national stuff, I guess.

 

Other than PA, I can't listen to anyone on KFAN. Well, I guess I keep listening to Gleeman and the Geek every Sunday, including the podcast... except when they have me on, of course.

[Mauerzy4Prez]

As much as I hate change, if it gets Mackey off the air I'm for it.

 

He'll still be on the air, he just won't be obligated to butter up the Twins organization at every opportunity.

 

Correct me if I'm wrong but don't the Pohlads own KTWN?

[Pius Jefferson]

They do own KTWN. I believe one story mentioned the family wanting to sell the station. That might have changed with them airing Twins games. If that offer was still on the table could it be possible for Hubbard to buy a share of the station? They could move some or all of the on-air talent and turn KTWN into ESPN 96.3.

[lecroy24fan]

As someone who cannot receive even a decent signal from 1500 living in Minneapolis, I am happy that I'll be able to listen to games on the radio again.

[Riverbrian]

I'm interested in how KSTP adapts, but I'm really interested to see what KTWN does. I don't know how a rock station and a baseball station will mesh. It sure doesn't seem to have a lot of synergy. And after firing TFly, I wonder if they're looking to go in a different direction.

 

They could be a radio version of TwinsDaily if they wanted. Anapologetic sports talk with a focus on baseball even during the offseaon. How about broadcasting some AFL games in the fall? Lots of spring training coverage? Winter meetings talk?

 

It doesn't have to mesh and it probably shouldn't.

 

Who knows what management comes up with on KWTN. They may believe that the Twins broadcasts are a portal into a sports format but the reality is that Sports formats are not ratings gold... Even with no direct competition. Becoming the third sports format is ratings death... Even with the Twins games on your signal.

 

The combined ratings of both Sports formats don't add up to the ratings of one KEEY or one KDWB or one KQRS. Not even close,

 

KWTN is low rated to begin with... Entering the Sports arena and competing against two other formats ranked 13 and 15 (12 plus)overall in the Twins Cities market isnt very bright. They may well just do that but it wouldn't be bright.

 

The Twins on a music format or News Talk format... Anything besides sports gives them the possibility of combining two different sets of listeners and this increases cume.

 

Cume X TSL divided by Total quarter hours is how you calculate AQH(Average Quarter Hours). AQH is then divided against the market total and that is how you get the radio share(ratings).

 

The formula isn't important for you to know but... In a nutshell... If you want to increase your ratings. You can increase your cume(the number of listeners who tune in) or increase your TSL((time spent listening)how often they tune in or how long they tune in)... And of course increasing both cume and TSL will certainly move your ratings needle and that's called a home run.

 

In a competitive major market like the Twin Cities... Increasing TSL is a hard thing to do because there are so many radio choices. Increasing cume is also hard but easier because cume is shared from station to station. Very few listeners... Listen to one station only.

 

So if you focus on the cume. Think of it this way. A large percentage of KFAN and 1500's audience... (Sports fans) are soon to sharing their cume with KTWN because of the Twins. Currently there is (most likely) a very small percentage of cume sharing happening between KFAN and KTWN... Or KQRS with KTWN for that matter.

 

So KTWN has just increased their cume big time with this one move and they dont have to change format. They will get the music cume and the Sports cume. It doesn't matter if the music cume goes away when the Twins come on... They are already in the book. Marked down. It doesn't matter if the Sports fan goes away when the music comes on. They will also be marked down.

 

By broadcasting the Twins on a different format. They get both. The Twins will also provide something a struggling station needs... Traffic through the door. Traffic that will become aware of what the station is doing when they are not broadcasting the Twins. That's nice advertisement for a product with a horrible 1.4 share in the latest PPM. A 1.4 share suggests that a large number of people don't know what they are doing right now.

 

If they switch to a sports format or all Twins all the time... All they will be doing is cycling through the same guy or gal for sports and the Twins and your cume increase will be less and therefore lower ratings and lower revenue and the whole idea is to increase revenue for the station. Otherwise they would simply stay with the sweet deal that 1500 delivers. A million plus ad revenue.

 

It doesn't have to mesh. Now weather current programming at KWTN or the Pohlads see this and think this way is another matter. There are radio people in charge... Believe it or not... who don't understand how Arbitron ratings work.

[John Bonnes]

From the announcement this morning, Dave St. Peter said that KSTP will still be caring ancillary Twins programming, like the Ron Gardenhire Show and Inside Twins. So it sounds like KTWN is sticking with the rock format and KSTP is sticking with sports for now.

 

It's kinds of double hit for Hubbard. Not only do they lose the Twins for their sports station, but they gain a much more serious competitor for KS95.

[Riverbrian]

From the announcement this morning, Dave St. Peter said that KSTP will still be caring ancillary Twins programming, like the Ron Gardenhire Show and Inside Twins. So it sounds like KTWN is sticking with the rock format and KSTP is sticking with sports for now.

 

It's kinds of double hit for Hubbard. Not only do they lose the Twins for their sports station, but they gain a much more serious competitor for KS95.

 

Remaining a music format makes sense. However, I would be surprised if they remain a Hot AC format. They will need a format that Compliments... Augments the Twins listener demo. I'm not sure a female based format does that.

[BrentMpls]

As much as I hate change, if it gets Mackey off the air I'm for it.

 

He'll still be on the air, he just won't be obligated to butter up the Twins organization at every opportunity.

 

 

Macky is horrible. Good riddance.

 

FWIW he just tweeted that you will get a 'whole lot more' of the R&M show next march and that he still plans on going to ft myers

[BrentMpls]

And after firing TFly, I wonder if they're looking to go in a different direction.

 

 

That is what he was quoted as saying after being let go in the article I linked in the other thread

[BrentMpls]

From the announcement this morning, Dave St. Peter said that KSTP will still be caring ancillary Twins programming, like the Ron Gardenhire Show and Inside Twins.

 

He tweeted "Excited to continue our partnership with @1500ESPN as the "Official home of Twins Talk" in 2013." - sounds like its a one year trial.

 

Kinda odd on Sunday to turn on the RGS on 1500 really early, then a few hours later turn to 96 on the other band.

[Nick Nelson]

So KTWN is going to be actively sending listeners to a competing station for Twins programming outside of the games? How does this make sense?

[Riverbrian]

The Short Answer is: Because Cume is Shared... No Sense in Fighting it. Listeners overwhelmingly do not listen to one radio station only. It's best to recognize that and then work on ways to attract new cume to your station. The key is to not worry about where the Twins Audience is going outside of the broadcasts. The Key is that they are coming over for the broadcasts which gives you cume that you didn't have with your music format. Now you get both and both sets of cume add up to the overall total.

 

Yes... There is a trade off because you lose out on listening occasions and that effects the other half of the formula(TSL). However, the majority of Twins games are broadcast during low level listening periods.(Nights). So it ends up being a great trade.

 

The other key is the current state of KTWN... It's a 1.4 share... that is terrible... They are desperate to find a footing somewhere. The Twins alone will not provide enough to get them into elite status but it can get them a solid jump start in a key demo... 25-54 Male.

 

That's why I expect a format switch toward a format that appeals to that demo. If they can reach Top 3 in that demo... It could lead to increase Agency Buys and a higher cost per point. IE... More Revenue.

[BrentMpls]

Listeners overwhelmingly do not listen to one radio station only.

 

They do when they want a specific programming. Never have I heard of a situation where official programming was split between multiple stations. Sure you can tune into KFAN for minuscule amount of Twins coverage, WCCO for their coverage, and ESPN 1500 for their coverage, but you tune into ESPN 1500 for the Twins sanctioned programming. The games, the shows, etc.

 

Now it will be split. This isn't deciding if you want to listen to Dan Cole, Reusse & Mackey or Chad Hartman for their take and time devoted to topics, this is you dial jumping to get official Minnesota Twins programming. As far as I can remember, a first here in MN, and I haven't heard of that elsewhere.

 

The fact that this is only guaranteed through 2013 tells me this is a experiment, whatever the reasons.

[Riverbrian]

Listeners overwhelmingly do not listen to one radio station only.

 

They do when they want a specific programming. Never have I heard of a situation where official programming was split between multiple stations. Sure you can tune into KFAN for minuscule amount of Twins coverage, WCCO for their coverage, and ESPN 1500 for their coverage, but you tune into ESPN 1500 for the Twins sanctioned programming. The games, the shows, etc.

 

Now it will be split. This isn't deciding if you want to listen to Dan Cole, Reusse & Mackey or Chad Hartman for their take and time devoted to topics, this is you dial jumping to get official Minnesota Twins programming. As far as I can remember, a first here in MN, and I haven't heard of that elsewhere.

 

The fact that this is only guaranteed through 2013 tells me this is a experiment, whatever the reasons.

 

The concept isn't new. Especially in NFL football. Here's a list. Not comprehensive... Not even close to comprehensive.

 

Dolphins football on Classic Rock WBGG

Ravens on Rock WIYY

Bengals on Rock WEBN

Browns on Rock WMMS

Steelers on Rock WDVE

Texans on Country KILT

Colts on Country WLHK

Chiefs on Classic Rock KCFX

Raiders on Modern Rock KITS

Chargers on Rock KIOZ

Packers on Top 40 WIXX

Falcons on Hot AC WSTR

Bucs on Countey WFUS

 

Now Football is one game a week as opposed to a full daily baseball schedule so from that standpoint it is somewhat unique.

 

But... Braves baseball is heard on flagship Classic Rock WNNX and many MLB teams broadcast to affiliates who are music formatted in rated markets. The Twins will be number two and if they get a ratings and revenue increase. More will come in the future. You can also find examples of NHL... NBA and College broadcasts on FM music stations. This train pulled out of the station quite some time ago.

 

Official Twins programming is not a format. It isn't even official. The Twins very smartly will accommodate the sports stations in town because they want and need top of the mind awareness and should provide it anytime and anywhere it is requested.

 

Twins programming wall to wall will not pay the bills. 1500 and KFAN are 13th and 15th in the market. The Twins are not their only topic. They need Twins Fans... Viking Fans... Gopher Fans... In the case of KFAN... They devote time to non sports and still don't come close to what KEEY, KDWB or KQRS does for audience levels.

 

There simply isn't enough of us Twins Freaks out there that want to hear about the Twins all day every day.

 

Also consider that MLB baseball is only 6 months year. You have to consider programming for the other 6 months. A game is only 4 hours a day out of 24. You need to consider programming for the other 20 hours. Once you consider that and consider that there are already two sports stations and they are low rated to boot. Becoming the third Sports station is a bad idea. You need a format that brings in bigger numbers and can do so... All day and all year.

 

Our Twins have become a strong supplement to other programming.

 

You have to jump around now and you will have to jump around in the future. The dream of a 24/7 Twins radio station would be an unworkable concept due to poor ratings unless its done on the Internet or a side channel.

[Jeremy Nygaard]

Instead of having anything to do with 1500, they should just hire a bunch of us knuckleheads... I'll take an hour slot. Shouldn't be hard to divy up...

 

Of course, there might be a fight for who gets Gleeman and the Geek.

 

[nokomismod]

Yeah, that would garner a lot of ratings

Riverbrian, thanks for breaking this down. I learned about Cume and a lot more. You must work in the radio biz?

So, what format should KTWN throw down? Maybe "walk up" songs 20 hours a day?

[Riverbrian]

Yeah, that would garner a lot of ratings

Riverbrian, thanks for breaking this down. I learned about Cume and a lot more. You must work in the radio biz?

So, what format should KTWN throw down? Maybe "walk up" songs 20 hours a day?

 

I do

 

What Format? lol... I can't touch that one. I haven't seen enough data (demo breakdowns or research) to make that call nor would I do that for free if I did... lol

 

My advice in this area has value!!!

 

Jeremy... I'd listen to Twins Daily Radio. I might even spend some time hanging with the Thrylos show. Hopefully, he will have plenty of callers to counter his points. The outlandish commenter has done quite well in the talk radio genre.

[BrentMpls]

The concept isn't new. Especially in NFL football. Here's a list. Not comprehensive... Not even close to comprehensive.

 

Dolphins football on Classic Rock WBGG

Ravens on Rock WIYY

Bengals on Rock WEBN

Browns on Rock WMMS

Steelers on Rock WDVE

Texans on Country KILT

Colts on Country WLHK

Chiefs on Classic Rock KCFX

Raiders on Modern Rock KITS

Chargers on Rock KIOZ

Packers on Top 40 WIXX

Falcons on Hot AC WSTR

Bucs on Countey WFUS

 

That is fine and good, but I wasn't commenting on having the Twins games broadcast on a rock station - I was talking about how you will have to flip stations on Sundays to hear the manager show on AM 1500 and then to FM 96 for the game. I've never heard of having official programming split up like that.

 

Now having games broadcast on non-sports stations (in this case 'modern contemporary' or whatever the latest format for the struggling station is) is a whole 'nuther issue.

 

Also as you pointed out - football isn't baseball. Totally different and shouldn't be compared IMHO.

 

 

 

But... Braves baseball is heard on...

 

I hope the Braves aren't a model for anything - despite having past success Atlanta area is notorious for having a poor fan base and being a bad sports town in general. Too many transplants and transients.

 

You can also find examples of NHL... NBA and College broadcasts on FM music stations. This train pulled out of the station quite some time ago.

 

I'm sure it has - again not the issue I was talking about exactly. Also comparing other sports and other areas isn't apples to apples, but the times are a changin'. This is a first for this area.

 

Official Twins programming is not a format. It isn't even official. The Twins very smartly will accommodate the sports stations in town because they want and need top of the mind awareness and should provide it anytime and anywhere it is requested.

 

I'm not sure what point you are trying to make here. I never called it a format. The manager show, the hot stove show, and all the other official sanctioned Minnesota Twins subsidiary programming occurs because of the Twins.

 

The main point I was trying to make is its pretty odd that you have to switch bands and stations to obtain programming from a single source.

 

Twins programming wall to wall will not pay the bills. 1500 and KFAN are 13th and 15th in the market. The Twins are not their only topic. They need Twins Fans... Viking Fans... Gopher Fans... In the case of KFAN... They devote time to non sports and still don't come close to what KEEY, KDWB or KQRS does for audience levels.

 

Sports talk never has been as popular as listening to music, by shoehorning games onto stations that do not provide sports talk for ratings will kill off sports talk on the radio. With the internet there are places like this that will become more and more important for sports fans to get their fix (as if they weren't already due to the quality of content) but losing it still sucks.

 

You have to jump around now and you will have to jump around in the future. The dream of a 24/7 Twins radio station would be an unworkable concept due to poor ratings unless its done on the Internet or a side channel.

 

Totally agree

[Riverbrian]

The concept isn't new. Especially in NFL football. Here's a list. Not comprehensive... Not even close to comprehensive.

 

Dolphins football on Classic Rock WBGG

Ravens on Rock WIYY

Bengals on Rock WEBN

Browns on Rock WMMS

Steelers on Rock WDVE

Texans on Country KILT

Colts on Country WLHK

Chiefs on Classic Rock KCFX

Raiders on Modern Rock KITS

Chargers on Rock KIOZ

Packers on Top 40 WIXX

Falcons on Hot AC WSTR

Bucs on Countey WFUS

 

That is fine and good, but I wasn't commenting on having the Twins games broadcast on a rock station - I was talking about how you will have to flip stations on Sundays to hear the manager show on AM 1500 and then to FM 96 for the game. I've never heard of having official programming split up like that.

 

Now having games broadcast on non-sports stations (in this case 'modern contemporary' or whatever the latest format for the struggling station is) is a whole 'nuther issue.

 

Also as you pointed out - football isn't baseball. Totally different and shouldn't be compared IMHO.

 

 

 

But... Braves baseball is heard on...

 

I hope the Braves aren't a model for anything - despite having past success Atlanta area is notorious for having a poor fan base and being a bad sports town in general. Too many transplants and transients.

 

You can also find examples of NHL... NBA and College broadcasts on FM music stations. This train pulled out of the station quite some time ago.

 

I'm sure it has - again not the issue I was talking about exactly. Also comparing other sports and other areas isn't apples to apples, but the times are a changin'. This is a first for this area.

 

Official Twins programming is not a format. It isn't even official. The Twins very smartly will accommodate the sports stations in town because they want and need top of the mind awareness and should provide it anytime and anywhere it is requested.

 

I'm not sure what point you are trying to make here. I never called it a format. The manager show, the hot stove show, and all the other official sanctioned Minnesota Twins subsidiary programming occurs because of the Twins.

 

The main point I was trying to make is its pretty odd that you have to switch bands and stations to obtain programming from a single source.

 

Twins programming wall to wall will not pay the bills. 1500 and KFAN are 13th and 15th in the market. The Twins are not their only topic. They need Twins Fans... Viking Fans... Gopher Fans... In the case of KFAN... They devote time to non sports and still don't come close to what KEEY, KDWB or KQRS does for audience levels.

 

Sports talk never has been as popular as listening to music, by shoehorning games onto stations that do not provide sports talk for ratings will kill off sports talk on the radio. With the internet there are places like this that will become more and more important for sports fans to get their fix (as if they weren't already due to the quality of content) but losing it still sucks.

 

You have to jump around now and you will have to jump around in the future. The dream of a 24/7 Twins radio station would be an unworkable concept due to poor ratings unless its done on the Internet or a side channel.

 

Totally agree

 

One thng is for sure... I've heard the signal is a little challenged but for those who can hear it. The broadcasts will sound fantastic... On FM... Cracks of Bats... Smacks of Gloves... A whole new sound quality for baseball.

 

As far as Sports Talk and the future. Who knows... There are a lotta signals... Some will end up Sports... Cuz you have to do something different with all of them. The hope is that National Syndication doesn't take over like it has in smaller markets to save on overhead.

[Benchwarmerjim]

One thng is for sure... I've heard the signal is a little challenged but for those who can hear it. The broadcasts will sound fantastic... On FM... Cracks of Bats... Smacks of Gloves... A whole new sound quality for baseball.

 

agreed. In Mankato, the long time Twins affiliate KTOE recently put up an FM simulcast of their AM station and listening to Twins game on the FM is awesome. The sound is crisp, it almost puts you at the ballpark.

 

While its no shock the Pohlads took the Twins to their own station, its somewhat shocking they are walking away from a sweetheart deal Hubbard was giving them ($1 mil per year, and the Twins kept all monies from advertising during the game).

 

Where I live, I can barely pick up 1500 (they need an affiliate network like what KFAN has) but I still listen to it more than I listen to the FAN.

[ordinaryaveragefuy]

Howdy,new guy here.

Any news on outstate coverage? I travel all over the state and 'back in the day' it was so easy when the good neighbor had the games.

KSTP fades in and out even in Delano where I live.Constantly searching for stations when in the hinterlands is my only concern.

[Guest USAFChief]

It will be interesting to see what the Pohlads are paying the Pohlads for broadcast rights. The cynic in me thinks this is mostly about taking a little revenue out of the Twins stream and putting it in another asset's revenue stream.

[Jim Crikket]

It will be interesting to see what the Pohlads are paying the Pohlads for broadcast rights. The cynic in me thinks this is mostly about taking a little revenue out of the Twins stream and putting it in another asset's revenue stream.

 

I'm not sure that's cynical at all. It may just be good business. If they can channel revenue from the Twins to their radio station, I suppose it could possibly affect where they stand in terms of revenue sharing, etc. Of course, it would also reduce the total revenue that they use to measure the "52%" from in order to establish a target payroll. But they wouldn't play that kind of game with their fanbase