Austin Has Four Sports Stations

From Gary Dinges, Static Blog at austin360.com



Craig Way, American-Statesman photo

 Austin's in love with the Longhorns.

The Round Rock Express, Texas Stars, San Antonio Spurs and Dallas Cowboys, too.

So it's not too hard to believe our fair city has four – yes, four – stations focused 24/7/365 on nothing but sports. Combined, they broadcast 35,040 hours of news and analysis each year.

Border Media's 104.9 FM the Horn and Clear Channel-owned 1300 AM the Zone lead the pack but, looking at the average quarter-hour ratings, you usually won't find them in Arbitron's Top 10. Or even the Top 20.

They're still plenty profitable though, thanks to their laser focus on male sports fans, primarily in the 25-54 age demographic.

"A sports radio buy is a passionate buy," says Jon Madani, who co-hosts the "Buck on Sports" morning show on the Zone and serves as the station's program director. "The sales numbers have never been a problem for us."

The Horn is Border Media's most profitable station in Central Texas, according to Bob Proud, senior vice president and Austin market manager. The company also runs 1530-AM ESPN Austin and 1260-AM ESPN Deportes.

"We couldn't be happier with the progress we've made," he says. "The Horn's performing just incredibly."

Though all four stations focus on sports, that's where the similarities end. Each has a distinct personality.

With broadcast rights to a number of UT sports, the Zone brands itself as the Longhorn Station.

"This is Longhorn country, first and foremost," Madani says. "It's the big dog."

A number of the station's personalities have ties to UT. Morning host Bucky Godbolt was a running backs coach, afternoon co-host Rod Babers played Longhorns football, and his "Sports Buffet" partner Craig Way is the football team's play-by-play voice.

Proud points out that the Horn has programming originating in Austin from 6 to 10 a.m. and noon to 7 p.m. weekdays, more than any other sports station in the market.

Read More.