Twins Ratings Up, KSTP Otherwise Flat
August 10th, 2007 by SBG
The latest Arbitron ratings indicate that the Twins ratings on radio are up substantially over last year, despite their move from WCCO to KSTP, but that KSTP's ratings are otherwise flat. Very interesting.
First of all, WCCO's claims during negotiations that the Twins needed them -- and Grandpa's prediction that the Twins would really regret leaving WCCO -- have been proven ridiculous. Attendance is up, radio ratings are up, even when on an absolutely inferior radio station to WCCO.
Second, this has been a no win for KSTP. They pay a million dollars a year for the privilege of having the Twins use their airwaves. In addition, the Twins also control the majority of the ad sales for the game broadcasts, as well as the pre- and postgame. In other words, KSTP doesn't actually get any revenue at all during the time that the games are on the air. The hope, of course, is that having the Twins will increase ratings across the board. That hasn't happened. So, really, what incentive does KSTP have to re-up with the Twins, unless their ratings improve?
Who knows who will carry the Twins after this contract is over. I'm sure someone will. But, they'll do it knowing that the Twins will not necessarily provide any benefit to them whatsoever. I would seriously doubt that WCCO will get the Twins, although if they've been suffering, it might make sense. Then again, I hear that Carl Pohlad has been buying radio stations. Maybe the Twins will end up on one of his stations.
This entry was posted by SBG on Friday, August 10th, 2007 at 7:08 am and is filed under Local Media, Minnesota Twins. It is one of 2465 entries by the author. We are no longer accepting Letters to the Editor on this post.
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Moss replied on August 10, 2007 at 7:49:31 am
But, they’ll do it knowing that the Twins will not necessarily provide any benefit to them whatsoever.
In large part, though, the experiment has failed because KSTP has done a poor job of providing decent intro and wrap-up, or anything else that pertains to the Twins. At least there are some people there who have been critical of on-field performance from time to time.
On the other hand, Moss used to accidentally leave the radio on 'CCO after a game and would be subjected to the Death Star, causing Moss' ears to bleed. That has stopped happening, which is nice. That alone is worth $1M of KSTP's dollars to Moss.
AMR replied on August 10, 2007 at 8:28:08 am
How have WCCO's numbers done? I might guess that they are down, because the only reason I still have 830 programmed into my radios is that the Twins used to be there.
How long is the KSTP contract? If it's a longer contract, perhaps they'll learn and have something quality to back it up with.
SBG replied on August 10, 2007 at 8:56:11 am
No idea. But, if they are down, I guess they'd be willing to take the Twins deal next time, since the Twins have shown that they don't need WCCO.
Dread Pirate Will Young replied on August 10, 2007 at 9:07:09 am
Before April, I had never, for one second, listened to KSTP. Now, I listen when I'm in the car during a Twins game. One day last week, I happened to catch Reusse on talking Twins in the afternoon and I didn't change the station until he was done with his interview (and he happened to hint that Ford and Cirillo were about to be goners so maybe I should listen to him more often). That is the only time I have ever listened to the station outside of a game, so I completely understand this data.
SBG replied on August 10, 2007 at 9:13:53 am
Reusse is the best thing going for KSTP, but my wife cannot stand the sound of his voice. Whenever I have him on, she demands that I change the station.
Beau replied on August 10, 2007 at 9:53:06 am
Yes, his voice is irritating, even when I agree with him. Much like Tom Bernard.
spycake replied on August 10, 2007 at 1:32:53 pm
You should link the relevant article at the Strib. It's not quite as doom-and-gloom as you say -- the KSTP numbers are apparently rising somewhat from month to month:
I don't think anyone could logically expect a "quick spike" in other ratings, especially considering the (ahem) quality of KSTP's other programming. Their new competition is entrenched in the minds of local sports fans -- KFAN's been around since 1991, and WCCO has had the Gophers and Sid Hartman for even longer than that.
The Twins are pretty popular in this town, though, and KFAN's baseball coverage is lacking, and WCCO's is, well, aging. If they can phase-out the obscure talk radio blowhards, and carve out an actual identity, KSTP has some potential to grow here. (I think KSTP will always be a third wheel in this group at best, against WCCO's signal strength and the extended KFAN/ESPN network. But with the Twins providing a day-in, day-out ratings boost, they could make it more even.)
Whiffers replied on August 10, 2007 at 1:50:04 pm
I think the quality of baseball "analysts" in this town, both on radio and TV, is appalling. KFAN is Vikings-Vikings-Vikings too often and no one stands out as someone who really "gets" baseball (at least PA & DuBay have LaVelle on regularly), KSTP's new baseball/sports programming has failed to impress me, and WCCO still employs Sid, Dark Star and Mike Max...none of the FSN or local sports anchors are any better.
SBG replied on August 10, 2007 at 2:27:16 pm
That'll change on Sunday, when Aaron Gleeman is talking Twins on KFAN, at least for one day.
Whiffers replied on August 10, 2007 at 2:38:18 pm
I saw that--the Doogie/Gleeman combo will be a huge improvement over Chad Hartman.
SBG replied on August 10, 2007 at 1:52:05 pm
I did link to the relevant article in the Strib. Did you follow the link? Also, I said there is no advantage here, unless the ratings improve. So yes, better programming might make it worth it. To date, though, they've done almost nothing to do that.
The other big point here is that the Twins, despite Sid's blather, obviously do NOT need WCCO. They can go out to the hinterlands, so to speak, and draw big. They just can't turn a sow's ear into a silk purse and that was what I was driving at.
spycake replied on August 10, 2007 at 4:12:17 pm
Sorry SBG, I looked for the link at the top or in the first few paragraphs. I assumed the "control the majority" link buried in the 3rd paragraph was a different reference to the Twins radio deal, rather than the Arbitron ratings article. Those hyperlinked keywords didn't strike me, I guess. My bad.
Agreed with you on WCCO -- the Twins definitely don't need them. From this data, it seems like the Twins might not be worth it to a lower-signal station like KSTP, though, so I could see WCCO re-entering the fold in the future. For 'CCO, the Twins deal might not be so bad if there were fewer affiliates and more folks depended on the flagship.
SBG replied on August 10, 2007 at 5:39:49 pm
I should have linked earlier in the article, but I am a notorious half-baked crap provider.
SBG replied on August 10, 2007 at 1:57:35 pm
Also, don't believe the sunshine being pumped by the station. Here are the facts from the article:
Their market share in the key demographic went down during the time from 6AM to 7PM. But, then there's this:
Here it's up over all. I wonder why that is? BECAUSE THIS INCLUDES THE TIME WHEN THE TWINS GAMES ARE ON!
Jeff A replied on August 10, 2007 at 2:01:41 pm
Exactly. If it's flat from 6:00 a.m. to 7:00 p.m., but up from 6:00 a.m. to midnight, then it has to be the 7:00 p.m. to midnight slot that's actually up. When, as you note, the Twins are usually playing.
spycake replied on August 10, 2007 at 4:15:54 pm
Yeah, I saw that data. I was a little confused by the '6 a.m. to midnight' thing -- it seemed like an odd time frame to analyze, after analyzing the small timeframes before it.
I think the Strib article would have been better if it included Jeff's concise explanation.
davidwatts replied on August 10, 2007 at 4:03:59 pm
I listen to Chad Hartman on KFAN, he talks a decent amount of Twins, and has a Twins show on Sunday night
if you read this article from a few weeks back, some people did not like the switch from the Good Neighbor to KSTP
http://www.startribune.com/129/story/1327349.html
Aaron Gleeman replied on August 10, 2007 at 7:41:53 pm
I'm basically stepping in for Hartman (along with Doogie) on Sunday night, but I've never actually listened to the show before. Do any of you guys who have heard it have any pointers on stuff I should know about the format (or the show, period) before I show up at the mic? Do they take a bunch of call-in questions? Do they play clips of interviews? Etc, etc, etc.
davidwatts replied on August 10, 2007 at 7:56:08 pm
the first part of the show is a Twins Rewind, where they play clips from the games from the past week. That usually goes up to 6pm, then after that break LEN III is on for 10-15 minutes, then wrap up the show with most surprising/dissappointing items of the week.
E-6 replied on August 10, 2007 at 8:05:50 pm
Go in and be yourself, Aaron. The breath of fresh air will be exhilarating - for you and the listeners. Plus, it's obvious most of those clods have never done their homework.
As for 1500, I listen from game-time to game-end and pray that none of the other prattle befouls my ears. And the reception downtown (MPLS) is anything but good-neighborly. In fact, it sucks.
SBG replied on August 10, 2007 at 8:44:09 pm
I've only heard part of one episode. I think the Twins had been playing badly that week and I think they just talked about what happened during that week.
I would be familiar with the end of the Cleveland series, the KC series and the LAAA series. I'm sure that Doogie will have a format figured out -- they have a certain amount of time for each segment and he'll want to review what happened.
If you know what happened over the last week as well as have a general idea what you want to say about the club over the last month or post break (same thing) you'll be fine. I'd also talk to Doogie and see what he's expecting.
You'll be great.
CarterHayes replied on August 10, 2007 at 11:30:36 pm
I don't suppose you know if they simulcast on the 'net, do you Aaron? I'm out in Madison and would like to tune in if I can. I'm sure the rest of the Nation's diaspora might be interested as well.
New Britain Bo replied on August 11, 2007 at 8:47:24 am
Definately.
SBG replied on August 11, 2007 at 9:01:19 am
KFAN.COM has a live feed, I believe.