One Big Beautiful Bit: A Radio Contest Creates Development Beyond The Obvious Benefits.

“The Declaration of Independence famously identifies three unalienable rights. Life, liberty, and blank,” asked radio syndicated host Bobby Bones. “The pursuit of happiness” was the energetic reaction from Mr. Bones’ co-host, Lunchbox. Obviously, his answer was correct. Was it so obvious, though? Other team members had answers like, “…and justice for all.” In keeping with the current events of the week, I titled this feature ‘One Big Beautiful Bit‘ as I listened to The Bobby Bones Show.

Driving and scanning the radio stations on the dial and dashboard is a blessing and a curse for audio and radio professionals. We’re constantly analyzing but rarely experiencing the emotional joy of the audience unless we make a conscious effort to “turn off the work mode.” However, when we find ourselves immersed in the content for 10 minutes, we realize the power of a simple radio feature. 

My radio scan function stopped on Nashville’s Big 98 (97.9) WSIX on Tuesday when I heard a trivia question. This was Easy Trivia, The Super Deluxe Edition, and Bones was quizzing the show’s team members, Lunchbox, Amy, Eddie, and Amanda, to see who would win the 100-question contest.

Do the math. That’s 400 questions on a personality-driven morning show that plays Country music. I listened to trivia questions, songs, and commercials for 21 minutes before realizing how I had gotten sucked into this moment of basic but brilliant content.

Apparently, it occupied most of the show’s content. I tuned in again near the end of the show and discovered Amy was the winner, answering 70 of the 100 questions correctly. Why was this bit so compelling to me and likely more compelling to the average listener? This isn’t a new concept.

Trivia contests on the radio are as old as CBS’ Take It Or Leave It in the 1940s and NBC’s The $64 Question in the ‘50s. Most radio professionals have worked at a station with contests like Impossible Trivia, Pop Quiz, Battle of the Sexes, or Are You Smarter Than (host’s name)? We typically see a ratings bump during these features, and the bit is always sponsored. Okay, why does it still work?

There are some simple observations:

1. Inclusive: Every member of the listening audience has the opportunity to participate. It’s no different than watching Jeopardy at home. Millions of people are yelling the answer back at the TV or tablet. Radio’s audience has the same reaction in the car or on the app when they’re listening to the trivia contest. Everyone gets to play along.
2. Habitual: Before on-demand, there were radio benchmarks, featuring programming that aired at the same time, hourly, daily, or weekly.  
3. Recyclable: Radio shows create promos to air across other dayparts. Popular features are strong cross-promotional content in other dayparts. Plus, these features enable talent to create instant social media content in the form of video or text-based marketing.

Radio morning show host Dom Testa taught me a valuable lesson about trivia contests at Mix 100 KIMN, Denver. I began to understand The Mindbender, a daily question with a not-so-obvious answer, was more than a solid benchmark feature designed to retain the audience for 20-30 minutes. Listeners have shared stories about The Mindbender being a family moment in the car on the way to school, or a workplace discussion every morning. “Did you hear The Mindbender today?” Those are moments every benchmark feature seeks to achieve.

If you’re unsure about the effectiveness of these types of bits, The Mindbender has been on the air for 32 years. Dom developed an online club and books based on the brand. I don’t use brand lightly because he transferred the feature last October when his show moved from Mix 100 to sister station Kool 105. 

After several years of watching Dom and his team execute this bit, there was one important lesson I learned beyond the tactical and branding benefits:

Character Development: Like all trivia contests, the listeners were included in this daily habitual moment to challenge and celebrate our knowledge for a moment. However, the non-researchable benefit was what we learned about the host and the characters on the show. Their interaction with each other and with the listeners was a Masterclass in Morning Show character development. 

Company offices and home dinner tables are filled with personalities who react differently to life, news, and comments. The list of character traits includes serious, funny, quirky, smart, detached, and a half-dozen other labels. These types of features hosted by radio talent teams are important character-development opportunities. 

I listen to the Bobby Bones Show a few times a week as part of my radio scanning routine. I learned more about the other characters on the show after each person answered 100 Easy Trivia questions than I would’ve learned in weeks of listening to random bits.

Look and listen beyond the tactical, and you’ll begin to notice a more unique and memorable dinner table.