Raceline Radio Update

By Erik Tomas

The Spring BBM numbers show some very nice audience growth for Raceline Radio across the Network, led by our Toronto affiliate The FAN 590. For those who don’t know, radio lives by ratings compiled by the Bureau of Broadcast Measurement. It’s the basis by which advertising rates are set. The more listeners you have, the better chance an advertiser has of grabbing customers, so you can theoretically charge a premium for the commercial time, or something like that.

Raceline Radio numbers in our largest market are up around 30% give or take, and that’s good. Very good in fact. Several reasons why. Interest in the sport remains hot, and of course it helps that Raceline Radio is surrounded by splendid programming coordinated by FAN 590 PD/GM/VP good guy Nelson Millman. Nelson wins awards too! The station also does a bang-up job of promoting the show when we’re often called to offer opinions and feedback on key motorsport stories and issues that pop up.

A few of the other Raceline Radio markets report audience increases, and where a few more might not be reporting big spikes, they are telling us about vigorous sales activity, and that’s another vital cog in this gearbox. One station reports the Raceline Radio hour is out-billing their two FM sister stations, the interest in the sport is that good in their neck of the racing woods.

We keep telling affiliates and prospective affiliates and sponsors that motorsport fans are the most loyal sports fans in the spectrum. 3 of every 4 auto racing enthusiasts, we like to call them gear-heads, admit to buying products or services marketed through the sport of racing automobiles. Listeners and viewers to shows that broadcast the game are just as loyal. These latest BBM numbers are the proof.

This show has been on the air 14 years, and to see listenership increasing makes the days where this enterprise drives me around the bend a lot less painful. Good ratings are better than a couple of Tylenol 3’s.

Who has the best race car driver name? Some remember Coo-Coo Marlin and Lake Speed, or Scott Speed ( no relation ). Others like Will Power, and some remember The Fred Flintstone alias Goggles Pyzono, but he was just a cartoon character. The other guys are or were... just characters.

Some of the best racing names of course are nicknames. Former NASCAR journeyman Hut Stricklin’s real first name was Waymond. That is my favourite racing trivia stumper- Hut Stricklin’s real first name. Junior Hanley’s name on his driver’s license? Edward.

But I think I’ve found my all-time favourite racing names: Booper Bare and Chub Frank. These guys are regulars in The World of Outlaws Late Model Series that I’ll be working with on SPEED this summer for a few dashes of the strange and twisty big-body cars on clay. Chub, so named because of his physical stature as a kid’s real name is Jerry and he loves his other nickname: Chubzilla. Jerry or Chub or Chubzilla is a big hit with the kids.

That brings us back to Booper. I haven’t been able to find anyone or anything that can tell me his real name. Maybe Booper is his real name. It’s a dandy, and his hometown is just as good: Rock Bridge Baths Virginia. Who else hailed from RBB VA? Right! Retired former NASCAR “Winston” Cup veteran Rick Mast. You win a cookie.

Got a favourite racing name? Drop me an e-mail! So what do YOU think? Any suggestions? Opinions? Comments? Better ideas? Keep the E-Mails coming for The Raceline E-Mail Bag! The address: erik@raceline.ca. Do you agree or disagree with the commentary? We invite your feedback!