Twins Close to Extension with WCCO for Radio Rights, Despite Other Alluring Possibilities

[Peter Labuza]

The Twins may stay with the radio broadcast partner they have had for most of their franchise history, even though some feel a new deal might be necessary to help the team's reach grow.

Image courtesy of © Matt Blewett-Imagn Images

As reported by Dan Hayes on Friday night, the Twins are looking to secure a radio contract with WCCO that would likely take them into the next decade. The deal comes at a nervous, even perilous time for broadcast rights, in which the Twins will once again face a fight to secure a future for the team’s television and streaming rights. Moreover, while last season put the wind in their sails, now they face a tougher battle (including flat in-person attendance, after projections suggested a major increase) in terms of securing an audience.

Radio might seem quaint in the age of in-your-pocket high-definition streaming video, but it remains surprisingly vital for sports audiences. About 80% of Americans still listen to radio each week. Plus, given the recent kerfuffle with Comcast over the summer, radio became one of the few ways Twins fans who managed to care could listen during what was a banner season--at least for those summer months.

The radio deal comes at a time in which the Twins had numerous options, as Aaron Gleeman of The Athletic reported early this season. The team looked at bids from not just their partner for most of the team’s 64-year existence, but also from KFAN and SKOR North (aka ESPN 1500). 

Breaking with WCCO would not be unprecedented—the Twins formerly joined SKOR North from 2007 to 2012, before the Pohlad family used their own broadcast media empire to create a dedicated station under KTWN. Eventually, the Twins returned to WCCO in 2017. Nor would any change necessarily result in a change to the in-game announcer team of Kris Atteberry and Dan Gladden, as the two are employed by the team.

Continuity is an option, in all aspects, but Twins leadership is also looking to grow the fanbase, and changing lanes might be the best (or only) way to do so. Joining KFAN would have given the Twins a space for dedicated sports listening, which has been pulling around double the amount of listeners WCCO gets. Given the non-Twins content on each station, a change also would have meant taking on a younger set of listeners--the kind that comes with the FM territory and the sports-centered programming, as opposed to news.

However, KFAN also has deals with almost every other team in the market, including the Vikings, Wolves, Lynx, Wild, and Gophers. The station just announced a long-term extension with the Vikings, while the two basketball teams came over just last season. 

All that shared real estate would probably mean only a fraction of the games in a given season airing on KFAN itself, while others would be forced onto secondary stations like KFAN+ (96.7) and possibly even further down the line. That kind of back and forth (“switch to this station for this day and that station for the next”) might not be preferable for most fans and is never preferable for the team trying to help them find the product, even if there are many listeners using digital apps. (To solve for this, KFAN’s parent company iHeart Radio made a dedicated streaming platform just for Wolves and Lynx games with much more content, and they would likely do the same for the Twins.) 

Furthermore, KFAN’s coverage has been much more critical of the Twins on their main talk shows than has the sports coverage on WCCO. Moving to a new home, then, might mean not just playing stepchild while joining a bigger family, but being picked on and poked by a new family of choice. Within the organization, parties differ on the relative value of getting positive, safe coverage and a warm (if dim) spotlight--the package on offer from their familiar partners at WCCO--and of widening that spotlight and reaching for more fans, even if it comes with second-class citizenship.

SKOR North would be the most experimental option; the station has a minimal market share, but has pushed hard toward streaming and YouTube. That pursuit of new consumers in fledgling spaces (at least for this type of content) might allow the Hubbard-owned station to stand out in their own way. It would also likely mean more productions outside of Twins coverage.

On the business side, iHeart has been stronger in recent years than WCCO corporate owners Audacy, which has spent years trying to recover from bankruptcy. While iHeart has also seen profits drop as it grows its podcast business, it is recovering alongside the ad market.

If reports are correct, the Twins will stay with the familiar and safe side and stick with WCCO. Whether or not it's the best choice will be for fans' ears to decide.

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Would you prefer to see a new radio partner for the Twins or to remain with WCCO? Sound off in the comments.

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[Dave Borton]

Ah, I had hoped and misread the headline and looked for a termination of radio broadcast rights of the twin unfortunates:

 

Atteberry/Gladden

 

[Dave Borton]

14 minutes ago, Peter Labuza said:

If reports are correct, the Twins will stay with the familiar and safe side and stick with WCCO. Whether or not it's the best choice will be for fans' ears to decide

As a radio listener, very well written article. Thanks.

Anyone but SKOR.

[Patzky]

2 hours ago, Dave Borton said:

As a radio listener, very well written article. Thanks.

Anyone but SKOR.

WCCO will also bring the Twins to fans in the Dakotas, Iowa and Wisconsin. Doubtful for the other radio signals. Don't underestimate.

[Road trip]

2 hours ago, Dave Borton said:

Ah, I had hoped and misread the headline and looked for a termination of radio broadcast rights of the twin unfortunates:

 

Atteberry/Gladden

 

Indeed.

Gladden tells an occasional interesting story, but other times he seems disinterested in the game.  Problem is, after all these years Gladden is now largely out of interesting stories... I miss the 1980s sometimes too, but I can only imagine how much hearing about that era for the thousandth time grates on younger listeners.  He remains a significant liability when called to do play-by-play.

I find that Atteberry is just grating to listen to.  Perhaps I will become accustomed to him... although I almost hope not.  Cory Provus was a difficult act to follow for anyone though, so maybe I'm being too hard on Atteberry.  I sometimes wish Provus would return to radio, but I suppose he makes better money on TV.

Radio remains important, especially when you are stuck in a car during a game.  The wide geographic reach of the WCCO-affiliated stations really does play an important role for the outer reaches of Twins territory.  You can pick up WNAX all the way down to Kansas.  I fear a move to something like SKOR might mean losing all those regional stations.

[Brandon27]

How about working on a TV deal before a radio 

[TheLeviathan]

I've been very critical of their media choices when it comes to TV, but this is the right decision for radio IMO.  

[Parfigliano]

2 hours ago, Patzky said:

WCCO will also bring the Twins to fans in the Dakotas, Iowa and Wisconsin. Doubtful for the other radio signals. Don't underestimate.

Used to listen to them all summer 50+ years ago on WCCO as a kid at Lake Kampeska.

[lecroy24fan]

Would have been an epic disaster to move the radio to one of the other options. KFAN would have balked at airing games during the daytime hme hours and likely, as mentioned in the article, would have put the games on the miniscule 96.7 translator or streamed the games only. If they could commit to all, or say 150 of the games on 100.3 it could have worked. IFart wouldn't move the games to the other 3 FM's since they're all stations with really good ratings. 

No chance Hubbard would work either since 1500 has nowhere near the reach of 830, and zero chance they'd move them to 94.5 since that draws some of, if not, the best ratings every period. 

As far as being on 830 goes, they're all simulcasted on 102.9, which works for both sides as it's not a rating juggernaut and doesn't suffer, maybe even gains in ratings, when the Twins air. But they have one major issue and that's the Audacy app is hard to navigate, and since April I was not able to listen on it when not able to watch on tv or listen in the car. Not sure how many others had this issue but when I've contacted Audacy about it I never heard back once. Now in my case since I am a season ticket holder, I get MLB.TV for free and I listen through that. But I may not renew so I wouldn't have that option. 

And since someone brought up the announcers, Attebury is fine. But Gladden has to go. There was an inning in July that went on for a while, and after about 15 minutes I had to look on my phone to see what the score was as he waa rambling on and on about a story. You can't go that long without mentioning the score. Honestly Attebury works a lot better with Perkins and Molitor. 

[Mark G]

11 hours ago, Parfigliano said:

Used to listen to them all summer 50+ years ago on WCCO as a kid at Lake Kampeska.

Also 50+ years ago, and for me it was Sand lake just outside of Cumberland WI.  The only thing I could get in was 'CCO and one other country station.  I lived for the ballgames during those weekends and Herb Carneal made it all worthwhile.  

'CCO has been a comfort zone for most of my life when it comes to finding the Twins.  Leave it there.  

[Whitey333]

Yes please stay with WCCO.  They tried different stations in the past buy came back to CCO.  I realize the Twins hire the announcers but I do not care for Atteberry.  He rambles on and on about things that have nothing to do with the game.  He's very difficult to follow.  Gladden is OK but I agree he is getting boring.  They both talk over the play on the field.  They seem to forget there's a game going on.  I miss Provus on radio.  I really like Molitor and Perkins.

Anyway, please stay on WCCO radio.

[Steve Lein]

Just stay miles and miles away from SKOR North and we're good.

Edited October 1, 2024 by Steve Lein

[Original_JB]

Sometimes I have trouble getting 1500 to come in very well, and that's in Golden Valley. I used to be able to pull in and listen to the Twins late night on 'CCO when I lived in Canton, OH.

[Riverbrian]

20 hours ago, Patzky said:

WCCO will also bring the Twins to fans in the Dakotas, Iowa and Wisconsin. Doubtful for the other radio signals. Don't underestimate.

No worries here. 

The radio network would remain intact.

The flagship station is what would change. 

[Johnny Ringo]

I defy anyone to listen to any other MLB team's radio calls and conclude that Atteberry and Gladden are even vaguely competent.  If you listen to the Mets' or Giants' broadcasters and then endure "Dazzle" it is the difference between hearing Pavarotti and me sing.

Here is a way for the Twins to upgrade the fan experience that costs them nothing  (I am not sure they are interested in the former but definitely the latter); clean this house.

Sidenote: What 67 year old man refers to himself as Dazzle ?  Dude, that is just strange. 

[Dave Borton]

14 minutes ago, Johnny Ringo said:

I defy anyone to listen to any other MLB team's radio calls and conclude that Atteberry and Gladden are even vaguely competent.

Atteberry is competent but at a different function.. He did a superb, consistent job at between-innings updates. In that role, he excelled..

But Atteberry takes his own detailed interest in stats and projects it onto his broadcasts, over-talking the game to death. Gladden, on the other hand, forgets we don't have video and his style and analysis pale in comparison to Jeff Brantley (superb for the Reds) or Darrin Jackson (WSox), both former ballplayers. They and other former ballplayers provide an education and nuances of the game which Gladden fails to convey in the booth.

[DJL44]

On 9/30/2024 at 3:39 PM, Brandon27 said:

How about working on a TV deal before a radio 

Interesting developments there. Diamond Sports is giving all their rights back to MLB except for the Braves. MLB can figure out a broadcast solution for the Twins, Reds, Tigers, Royals, Angels, Marlins, Brewers, Cardinals, Guardians, Rangers and Rays as a group.

[USAFChief]

13 minutes ago, DJL44 said:

Interesting developments there. Diamond Sports is giving all their rights back to MLB except for the Braves. MLB can figure out a broadcast solution for the Twins, Reds, Tigers, Royals, Angels, Marlins, Brewers, Cardinals, Guardians, Rangers and Rays as a group.

Interesting.

However, irrelevant regarding the Twins.

The DSG contract with the Twins was only for one season, through 2024. They weren't under contract with the Twins going forward.

Although, I still wouldn't rule out further Twins contracts with DSG. If there were other good options, I think they'd have been exercised this season.

 

[TheLeviathan]

44 minutes ago, DJL44 said:

Interesting developments there. Diamond Sports is giving all their rights back to MLB except for the Braves. MLB can figure out a broadcast solution for the Twins, Reds, Tigers, Royals, Angels, Marlins, Brewers, Cardinals, Guardians, Rangers and Rays as a group.

If those teams are smart...and if the Twins don't want to fumble this for the eleventy-th season in a row....they should go to MLB and propose a league solution for all of them.  

Usher in a new era of non-stupid broadcasting of the sport.

[DJL44]

1 minute ago, TheLeviathan said:

If those teams are smart...and if the Twins don't want to fumble this for the eleventy-th season in a row....they should go to MLB and propose a league solution for all of them.  

Usher in a new era of non-stupid broadcasting of the sport.

I am hoping the solution is MLB Network for cable/satellite and streaming on MLB.tv. 

[Craig Arko]

8 minutes ago, DJL44 said:

I am hoping the solution is MLB Network for cable/satellite and streaming on MLB.tv. 

This seems like the correct answer.

[DJL44]

1 hour ago, DJL44 said:

MLB can figure out a broadcast solution for the Twins, Reds, Tigers, Royals, Angels, Marlins, Brewers, Cardinals, Guardians, Rangers and Rays as a group.

Looks like the Athletics don't have a broadcast partner either. The Diamondbacks, Rockies and Padres were already handled by MLB. That's 15 teams MLB controls.

Astros own their RSN with the Rockets. Blue Jays owned by Rogers Communications. Braves are the last Diamond Sports team. Cubs own Marquee Sports Network. Dodgers co-owners of Spectrum SportsNet LA. Giants co-own NBC Sports Bay Area. Mariners own ROOT Sports Northwest. Mets have a deal with SNY. Nationals and Orioles co-own Mid-Atlantic Sports Network. Pirates co-own SportsNet Pittsburgh. Red Sox co-own New England Sports Network. White Sox have a deal with NBC Sports Chicago. Phillies have a deal with NBC Sports Philadelphia. Yankees own YES.

 

[dcswede]

Anything that gets Kris Atteberry gone would be fine with me. His utter lack of competence in PxP and inane observations actually make me look forward to Gladden and the middle innings.

[DJL44]

On 10/2/2024 at 1:32 PM, DJL44 said:

Mariners own ROOT Sports Northwest. 

Looks like ROOT will no longer show NBA or NHL games and is looking for a bailout from MLB.

Seattle Mariners President Talks About Future of ROOT Sports (msn.com)

[stringer bell]

I had uninterrupted TV broadcasts so I didn’t listen to much radio broadcasts, but I thought (in limited exposure) that Atteberry was fine and pretty interesting. Gladden OTOH, has no redeeming value as a broadcaster, either commentary or PxP. 

[Major League Ready]

On 10/2/2024 at 12:45 PM, TheLeviathan said:

If those teams are smart...and if the Twins don't want to fumble this for the eleventy-th season in a row....they should go to MLB and propose a league solution for all of them.  

Usher in a new era of non-stupid broadcasting of the sport.

If you recall, there were reports that the league may have influenced the Twins decision to stay with Bally's for one more year.  With Bally's in bankruptcy and hanging on by a string, it's not hard to imagine that the league anticipated their demise.  The fact that they hired key executives from the broadcasting industry to support the development of a new solution would be a very strong indication the league was looking for solution for more than a couple teams that would be expiring. 

You can presume stupidity if it makes you feel good to assume incompetence.  However, there was little the league could do with the majority of teams under long-term contract.  It also did not take a real sharp business executive to see the current model was likely to fold with the bankruptcy, cable cutting, and other changes in the industry.  They hired SMEs with impressive credentials.  Why would they do this unless they were working on an alternative in anticipation of getting broadcast rights back.  They were very close until Amazon stepped in.  With many teams in the same position as the Twins now, we will find out if the league is so incompetent as to have been sitting on their hands while Bally's was on their last breath. 

[The Great Hambino]

On 10/6/2024 at 9:35 AM, DJL44 said:

Looks like ROOT will no longer show NBA or NHL games and is looking for a bailout from MLB.

Seattle Mariners President Talks About Future of ROOT Sports (msn.com)

In case there was any doubt that the RSN model is dying:  wouldn't ROOT, NBC Sports, etc be champing at the bit to swoop in and get established in these newly (or soon-to-be) open markets if their own models were thriving?  Maybe I missed it, but I haven't seen or heard anything to suggest that might be happening.

[TheLeviathan]

3 hours ago, Major League Ready said:

If you recall, there were reports that the league may have influenced the Twins decision to stay with Bally's for one more year.  With Bally's in bankruptcy and hanging on by a string, it's not hard to imagine that the league anticipated their demise.  The fact that they hired key executives from the broadcasting industry to support the development of a new solution would be a very strong indication the league was looking for solution for more than a couple teams that would be expiring. 

You can presume stupidity if it makes you feel good to assume incompetence.  However, there was little the league could do with the majority of teams under long-term contract.  It also did not take a real sharp business executive to see the current model was likely to fold with the bankruptcy, cable cutting, and other changes in the industry.  They hired SMEs with impressive credentials.  Why would they do this unless they were working on an alternative in anticipation of getting broadcast rights back.  They were very close until Amazon stepped in.  With many teams in the same position as the Twins now, we will find out if the league is so incompetent as to have been sitting on their hands while Bally's was on their last breath. 

Blaming the league definitely explains a decade worth of bad decision making by the team.  Definitely.

Or....and I know you won't accept this because you literally can't from all evidence you've provided this forum in all the years....perhaps it was just straight up greed.  They've continued to take short term payouts no matter the consequences.

My term fits perfectly: Stupid is taking short-term profit at the expense of the long-term health of your industry.  It's been the MLB way for decades now.

[Craig Arko]

8 minutes ago, TheLeviathan said:

My term fits perfectly: Stupid is taking short-term profit at the expense of the long-term health of your industry.  It's been the MLB way for decades now.

MLB has a lot of company in that regard. But they certainly do seem hellbent on destroying their business.

[USAFChief]

Meanwhile, back on topic, the Twins have a "multiyear" contract in place with 'CCO.

https://sports.yahoo.com/twins-extend-radio-contract-audacy-143700599.html