College-Football Radio Networks

Communications as a linkage between teams and their fans has a distinctly geographical dimension. Research on the geography of college-football radio broadcasts has demonstrated that the extent of coverage depends on the mission of the university. The smallest networks are maintained by regional state universities that are charged with serving specific areas within their states. These universities generally maintain networks that are limited to their immediate area. Many broadcast on a single station, while others retain small networks restricted to their service areas (Figure 6-12).

Figure 6-12 College-Football Networks. These maps representing the football networks of selected universities (a) Michigan, (b) Indiana, (c) Nebraska, and (d) Brigham Young illustrate how the extent of radio coverage is influenced by the university's mission

A comprehensive state university, on the other hand, is charged to serve the entire population of its state. Networks maintained by these universities often saturate their states, and some networks are quite large (Figure 6-12b). The radio network of Indiana University includes forty-one stations within the state. Other extensive networks include the University of Georgia includes ninety-two stations in Georgia, that of the University of Tennessee includes eighty in-state stations, and that of Auburn University includes sixty stations in Alabama. This pattern is evident even in smaller states; for example, twenty-one stations in sparsely populated Wyoming carry broadcasts of University of Wyoming football and basketball games.

Coverage saturating the state is often complemented by coverage outside the state. A good example is the radio network of the University of Nebraska (Figure 6-12c). In addition to saturated coverage within Nebraska. Cornhusker football is broadcast in neighboring Iowa. South Dakota, Wyoming, and Colorado. The games are also carried in Dallas. Houston, Phoenix, San Diego, and San Francisco—all metropolitan areas to which thousands of Nebraska natives and university alumni have migrated. Radio broadcasts of Nebraska football help to maintain place ties between these individuals and their native state. These place ties are reinforced by advertisers, who often emphasize in their advertisements that they are from Nebraska or that they graduated from the university.

The missions of other institutions are independent of state control. The University of Notre Dame. Southern Methodist University. Brigham Young University, and Baylor University are associated with religious denominations. The United States Military Academy, Naval Academy, and Air Force Academy train officers who serve throughout the country and around the world. Since their alumni are scattered worldwide, the radio networks of these institutions are often extensive. That of Brigham Young University, covers not only Utah but much of the Mormon culture area, including Idaho. Arizona, and Nevada (Figure 6-12d).

Broadcasting is also closely linked to the geography of fan support for professional teams. These teams often use radio broadcasts to market team products and pro- mote ticket sales. Many cultivate fans within commuting range of their city to expand market penetration. The Cincinnati Reds' radio and television network includes over seventy-five stations in eight states (Figure 6-13).

Figures 6-13 The Radio and Television Networks of the Cincinnati Reds. The networks of the Cincinnati Reds are one of the largest in major-league baseball, extending into several states

The careful cultivation and maintenance of radio and television networks underscores the economic impact of modem professional sports. Sports franchises work hard at promoting ticket sales and the marketing of team souvenirs, especially within regions covered by the team's broadcasting network. The economic impact of sports events on local communities is considerable. The thousands of fans who travel long distances to attend professional or major college sporting events spend millions of dollars at local hotels, restaurants, taverns, and shopping malls.

A professional football franchise pumps several million dollars into the local economy for each home game. The Super Bowl guarantees up to SI00 million in tourist-generated revenues to the host city, along with the value of publicity generated by the thousands of media personnel covering the event.