Super Bowl Sunday is five days away.

The approaching game, halftime show, commercials, The Puppy Bowl (Or  – The Kitten Bowl).

Hundreds of hours have been invested in training camps, between game practices and film evaluation.

All for – 11 minutes.

The aggregate number of game-play minutes in the NFL is – 11 minutes.

That’s offense – and defense.

11 minutes is also the amount of time any one player is on the ice in a hockey game (goalie excepted).

Also, the amount of time music radio talent is exposed (outside AM drive) and local television breaks (AM Drive) during say – The Today Show.

Convert this amount of prep to what most in media invest in their product before performance.


If we had talent invest just 10% of what professional athlete devotes to each game, there would be no outcry for ‘compelling content’ and ‘engaged talent’.

Before launching any ensemble media show, have them prep – and practice – off line in real time on several occasions.

You’ll get funny looks – but your brand is certainly worth the hours invested.

The Army calls it The 5 P’s – and the disparity of time in battle engagement vs. training hours is enormous.

Proper Planning Prevents Poor Performance.

Or – (click here) sometimes – more.

Good news!

Your competition isn’t prepping – or preparing – either!

Getting your players battle ready – for their 11 minutes creates a world of difference.

Next Week: The Real Threat 

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or