95.7 FM The Game

95.7 disses KNBR in 2 commercials, KNBR fires back

The sports talk battle has started to look like election season. 95.7 FM (the young upstart), which recently changed its name to “The Game,” is attacking KNBR (the incumbent) with two ads. One refers to the AM station’s radio hosts as out-of-it Matlock fans (with a reference to not wearing pants, which one would assume is a reference to Gary Radnich’s “I’m dropping my pants” bit), and the other describes how an AM signal fades when it’s cloudy or there’s a stiff breeze. In the latter (which someone from 95.7 actually emailed to me yesterday, so you know the station’s promotions team is quite aggressive), the old guy representing AM calls his station a “blowtorch” that can be heard in 11 states, before lamenting that the term “blowtorch” sounded great in the ’70s and saying, “That’s the same type of jive you kids have been shucking since they started playing music on the FM. Tell me young man, how did that turn out?”

KNBR responded in a less aggressive way, with a commercial starting with promo guy Tony Rhein asking, “What’s your favorite team,” followed by a montage of people saying their favorite teams were the Giants, 49ers and Warriors. Then there’s another ad where some old highlights are played and the KNBR voiceover guy brags about the station being around for 30 years.

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(Update: I’ve now heard KNBR was running these commercials last week, before 95.7 started running their ads targeting KNBR. I either didn’t hear them or didn’t pick up on what was going on while they played in the background, but I also didn’t listen to a lot of Bay Area radio last week because I was 300 miles away, at a wedding. Since the way I originally wrote this paints a picture of KNBR being reactionary in the wake of 95.7 commercials, I regret the implication that KNBR was responding specifically to a 95.7 ad campaign. However, I don’t think it’s going too far to state that each station is currently making hiring, scheduling and marketing decisions with the expressed goal of defeating the other station.)

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Both ad campaigns have their obvious strengths. KNBR’s on AM, a signal that seems kind of antiquated in the days of iPods and satellite radio — points for 95.7. However, KNBR is home to the more popular MLB and NFL teams in the region, and the Bay Area’s only NBA team — that’s a clear edge for “The Sports Leader.” But there are questions about both marketing tactics:

— 95.7 “The Game” is boasting about signal clarity, but while they poke fun at KNBR bragging about their reach, 50,000 watts really does give the incumbent much better range. If you’re driving in Ukiah, Chico or Modesto, you’re going to have no problem most of the time picking up KNBR. I clicked over to 95.7 on Sunday evening in the East Bay (ironically while driving on HWY 680), and it was some rock song I’d never heard before. I don’t know how wide 95.7’s reach is, but if radio range was measured on Fangraphs, 95.7’s RngR would be negative.

— In terms of the teams they carry, KNBR is on slightly shaky ground. They’ve been riding the Giants to the bank for a while, and the World Series championship makes that a logical decision. But it’s not just non-Giants fans are experiencing major fatigue with the local media’s orange-and-black-centric coverage. There are whispers out there that the Warriors are thinking about switching over to 95.7 in response to being treated like second-class citizens on KNBR for years (particularly getting shoved over to 1050 not just when the Giants are playing, but when they’re playing road games in the eastern half of the country that start during the middle of The Razor and Mr. T).

Then there’s the 49ers, who recently extended their deal with KNBR. So everything’s roses, right? Maybe, but if KNBR was expecting exclusivity they’re probably disappointed. Eric Davis (who’s replacing Gary “Maybe I Shouldn’t Have Talked So Much About Oral Sex” Plummer as the 49ers’ color analyst) is doing a 4-hour drivetime show for 95.7 with John Brandon Tierney; Jim Harbaugh is supplementing his weekly show with Murph and Mac with a monthly appearance on 95.7; Trent Baalke’s doing a weekly show with Davis and Tierney; there will be weekly player interviews with Davis and Tierney as well as John Lund; Matt Maiocco is now an exclusive guest on 95.7 — I’ve been told he’s no longer allowed to go on KNBR at all. (Update: what I meant wasn’t that KNBR banned Maiocco, but that Maiocco, for whatever reason, won’t go on KNBR anymore … it’s might be something you see from all the “Insiders” that 95.7 recently added.)

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27 Comments on "95.7 disses KNBR in 2 commercials, KNBR fires back"

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Crazy Crabbers
Guest
Member

God I love the drama.

Jeff
Guest
Member
Jeff

there’s a third ad on 95.7 where the old stodgy voice refuses to answer any call unless the caller asks to talk about the giants. when the caller asks to talk about the a’s, the guy starts going la-la-la-la-la

Sports Girl Liz
Member
Member

Who are the A’s?

smile

JJJ
Guest
Member
JJJ

“when the caller asks to talk about the a’s, the guy starts going la-la-la-la-la”

even better the ad should have the knbr guy start talking about how much the A’s stadium sucks. Seriously thats all knbr talks about when discussing the A’s.

Bryan
Guest
Member
Bryan

Competition should bring out the best in both, but KNBR has been lax from being the only show in town. The Game has really shook things up and I say good! A’s and Raider talk! yay!!!

Jake Mc
Guest
Member
Jake Mc

I am praying that we will get video of Gary Radnich somewhere at a 95.7 sponsored event, c walkin and saying “95.7 ain’t got no love for Mr. T and Gary Radnich and KNBR?!…Y’all don’t love us!? Y’all don’t love us!? Well let it be known: we all know you 95.7 f@#kers – we know where the f@#k we at.”

Steve M.
Guest
Member
Steve M.

Nah, Radnich could walk in and proclaim:

“I’m the man up in this piece. You’ll never see the light of… who the f*ck do you think you’re f*cking with? I’m AM the radio, I run sh*t around here. You just live here. Yeah, that’s right, you better walk away. Go on and walk away… ’cause I’m gonna’ burn this motherf*cker down. King Kong ain’t got shit on me. That’s right, that’s right. I’m winning anyway, I’m winning… I’m winning any motherf*cking way. I can’t lose. Yeah, you can shoot me, but you can’t kill me.”

Meg Marlin
Guest
Member
Meg Marlin

Sorta unrelated, but I heard a commercial on KNBR yesterday that I liked, and thought was quite timely, where the Giants were compared to honey badgers.
Too bad the erstwhile honey badgers couldn’t dispense with those snakes last night…

JJJ
Guest
Member
JJJ

That honeybadger commercial is a rip off of a popular youtube video.

http://www.youtube.com/watch?v=4r7wHMg5Yjg

its better with cursing too so check it out!

Meg Marlin
Guest
Member
Meg Marlin

Oh I know – I’ve seen that video – that’s why I thought the KNBR spot was funny. It wouldn’t have been very funny without context.

FL
Guest
Member
FL
I agree that competition is good for everyone involved but so far I don’t see the FM station as much competition when its signal is too weak to be picked up by a lot of the outlying areas in No. California. If you live in SF then great, you can hear both stations but a lot of fans of the Bay Area teams don’t live in SF. I don’t, and I spend a lot of time driving which is when I like to listen most to KNBR. I tried tuning in to the FM station but got static and some… Read more »
TommyJ
Guest
Member
TommyJ

Seems like KNBR is more sports-talk oriented…letting you know what they’re going to talk about, more two-man teams (including prodigal son Larry Krueger) and less sound bites/nonsense. Think I’ve heard more good sports talk in the last two days with the two stations combined (with the exception of return to the daylight of Dan Patrick-Ugh!)

Shane
Guest
Member
Shane

KNBR is all one sided and never gives the view points of the other teams in, not only the bay area, but in the country. 95.7 at least covers more than just the Bay Area, and not just one side of the bay area either. That’s where the other station has been flawed from the get-go and I am glad I never have to listen to that AM station again!!!!

T
Guest
Member
T

have to disagree. KNBR is doing the right thing. KNBR is not trying to attract the sports audience in Houston, Atlanta, Chicago, etc. They are targeting just the bay area, period. It makes no sense to get viewpoints from other cities/teams if they are not the audience.

J
Guest
Member
J

KNBRs time is over. Wow it’s so obvious how much they sucked now that there is competition. 95.7 is right on with all of their ads. Everyone is sick of the KNBR hosts. Damon Bruce is the only decent talent left.

Danny
Guest
Member
There’s an add on 95.7 were the AM guy says “I’m a Sports Leader” which is obviously taking a shot at the slogan KNBR has probably had since before I was even born, and the AM guy keeps saying “I’m a Sports Leader”, and also says “if I say it enough times ppl will believe me”. But that ad is nothing compared to the ad were a the FM guy says “Let’s talk Giants” and The AM guy says “Good topic, hold on, I’m dialing the front office for my taking points” and the AM guy says “here on 95.7… Read more »
Justin
Guest
Member
Dan Dibley is probably the most under appreciated man in sports radio today, which is why I think it’s going to be pretty easy to make the switch to The Game once I start my Bay Area sports talk radio season up again (Late August-February). One notable addition to the lineup that’s going understated is Brandon Tierney who is a vet from New York’s WEPN 1050 that I normally listen to. He’s going to be a great addition to The Game and will at least ensure that I listen beyond the morning show, that’s for sure. I think KNBR might… Read more »
Sam
Guest
Member
Sam

Hate to disappoint you but the show he is on the rise guys is awful. Basically the game is like listening to what sportsphone is supposed to be…. all day long.

J
Guest
Member
J

Sorry he’s not on the rise guys. Man, these KNBR loyalists are as ill informed as the chimp himself. I’ve listened to KNBR for several years because I had no choice, but now it’s so obvious how horrible it really is. 95.7 brought in legit radio personalities who aren’t arrogant 70 year old men.

T
Guest
Member
T
But that is the problem with 95.7. So, Brandon Tierney and a bunch of their talk show hosts are from outside the bay area. Why? Whats the point? Does it not make more sense to hire guys who are actually bay area sports guys? Brandon probably has zero knowledge of the bay area sports teams and how to engage with bay area sports audience. Just because he worked in the new york does NOT guarantee he will succeed in the bay area. Now look at KNBR. Ralph, Tom, Gary, etc. have been at KNBR for years and they have been… Read more »
bowdown to the 2010 champs
Guest
Member
bowdown to the 2010 champs

As long as 95.7 the lame has the AAA’s as its team it will fail miserable just the tarposuem and their fairweather fans. Knbr has and always be the sports leader with hosts who are actually from the bay area!

Blaster
Guest
Member
Blaster
I’m just glad I finally have something else to listen to on my way home from work. The “Razor” talks over all of his guests and callers and is completely out of touch. He also talks about his kid more than Cathy Lee Gifford. I really like Eric Davis and Tierney is growing on me. I also like the Rise Guys and Dibs way better than Murph & Mac. Bad decision on KNBR’s part teaming D. Bruce with Radnich. D. Bruce was solid on his own and I LOVED his show. 1050 is just a joke besides the Tony Bruno… Read more »
BlockRaider
Guest
Member
BlockRaider

I love 95.7 the Game.. I never listened to sports radio but Now I listen all the time. Raiders,A’s,Giants,Warriors,Shark’s..
I LUV it.. KNBR is garbage…

FL
Guest
Member
FL

On Twitter Mychael Urban’s been promoting his appearances on the FM sports station a lot. He usually just tweets something about catching him on the station in the morning but tonight he added this for the first time: “Make the switch. Join us.” So it looks like he’s getting in his digs a bit, as well. I found it a little surprising but then I was surprised when he up and left KNBR so abruptly after having been back only an extremely brief time.

Eks
Guest
Member
Eks

I miss Ray Ratto what happen to the great Rat?

Jarvis
Guest
Member
Jarvis

I am glad that 957 is covering the Sharks. When I am in the bay my radio will be on The GAME!

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