Here’s the July sports radio report from Nielsen Media. Again, it was a slow month for the four sports stations (one of which, KGOW, did not show up in the ratings). KILT (610 AM) remained the weeklong leader over KBME (790 AM) and KFNC (97.5 FM), but only KFNC, thanks perhaps to World Cup broadcasts, was up from June.
KILT’s weeklong share (6 a.m.-midnight) among men 25-54 dropped to 2.6 percent, down six-tenths from June. KBME fell four-tenths of a point to 1.7. KFNC improved by one-tenth to 1.3, and KGOW (1560 AM) did not register.
Both frontrunners continued to slump in morning drive. KBME retook the lead with a 3.0 share, a tenth of a point ahead of KILT. In July, the stations were at 4.5 and 4.1, respectively. KFNC improved by five-tenths of a point.
After a nice midday (10 a.m.-3 p.m.) number in June at 4.6, KILT slumped to 3.3 KBME fell to 2.3 from 3.4 in June. KFNC improved by a half-point to a 1.5 share.
KILT kept its lead in afternoon drive (3-7 p.m.) but dropped to a 3.5 share from 4.2 a month earlier. KFNC fell four-tenths to 1.5, and KBME was down four-tenths to 1.2.
From 7 p.m. to midnight, KILT improved three-tenths to 2.1, KBME dropped six-tenths to 1.2 and KFNC dropped three-tenths to 1.0.
Turning to show-by-show comparisons, KBME’s Greg Koch-N.D. Kalu (9-11 a.m.) program topped the list with a 4.5 share. Mike Meltser-Seth Payne (10 a.m.-2 p.m.) on KILT were second at 3.4, a tenth of a point ahead of KILT’s Rich Lord-Sean Pendergast-Ted Johnson show (2-7 p.m.).
KILT’s Nick Wright-John Lopez (6-10 a.m.) show was fourth with a 2.9 share in its time slot, followed by KILT’s Paul Gallant-Brien Straw (7-11 p.m.) and occasional Texans programming at 1.9.
Rounding out the field were three KBME shows: Adam Clanton-Lance Zierlein (6-9 a.m.) at 2.4, Charlie Pallilo (2-6 p.m.) at 1.8 and Matt Thomas (11 a.m.-2 p.m.) at 1.7. KFNC’s Fred Faour-A.J. Hoffman (4-7 p.m.) and Jerome Solomon-Dave Tepper (noon-2 p.m.) were at 1.6.
For more on this story visit the Houston Chronicle where it was originally published
16.9% of All Sports Radio Listeners Are Streaming
The news comes as Nielsen reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.
According to Nielsen, sports radio stations are the third-most streamed spoken word format, just behind Talk/Personality and News/Talk/Info. The trend is continuing to show that streaming is on the uptick.
The survey found that in May 2022, 16.9% of sports talk radio’s audience tunes in via the station’s online stream. That news comes as Nielson reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.
Nielsen notes that in the 45 PPM markets they are grabbing data from and the 4,800+ stations that stream in those markets, just 30% of them are encoded. That encoding allows for Nielsen to accurately measure the streams. They used the listener data from 1,500 stations across the U.S., in their latest report, AM/FM Radio Streaming Growth in PPM Markets.
The survey also showed that streaming levels differ widely by radio format. Spoken word formats display strong streaming listenership (Talk/Personality: 31.2%, News/Talk/Info: 19.1%, All Sports: 16.9%). In fact, Nielsen found that 1/3 of all AM/FM streaming in PPM markets is to spoken word formats.
New Study Finds Listeners to MLB on Radio Are Willing to Spend
More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team… 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.
When it comes to advertiser’s attempting to reach an affluent and engaged audience, sports talk radio might have a whale on their hands. Major League Baseball play-by-play features an audience that has money and has no problems spending it.
In a recent MRI-Simmons study, data shows that consumers who listen to MLB broadcasts on the radio are the perfect audience for sports marketers. According to the analysis, done by Katz Radio Group, nearly two thirds (62%) of those surveyed consider themselves “super fans” of baseball. That number is 58% higher than the average.
Those “super fans” are willing to spend to support their team, as well. More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team. Those fans are also far more willing to make the trip to see their team. The study found that 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.
The news continues getting better for advertisers. Continued analysis reveals that 66% of listeners are currently employed and have a median household income greater than $106,000.
Listeners to MLB games on the radio are also 34% more likely to place a sports bet and 106% more likely to be a participant in fantasy baseball.
Jeff Dean Signs Off At ESPN Tucson for The Final Time
Dean said on Facebook: “…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”
Fans will no longer be able to tune into ESPN Tucson and hear Jeff Dean hosting his show. Friday morning was his last show, according to his Facebook and Twitter pages.
The Jeff Dean Show had been airing from 7-9a MT weekday mornings. Dean took to social media to relay the news and the reason behind him stepping away from the microphone. Dean said on Facebook:
“This morning I signed off from my radio show on ESPN Tucson for the final time. I have been devoting too much of my life and my time to working multiple jobs…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”
Dean went on to emphasize that he isn’t stepping away from ESPN Tucson, he’s just taking himself off the air. He also added that “gladly, I will be continuing my position as PA announcer of University of Arizona Football and Men’s basketball.”
Dean would also go onto Twitter to add even further context for his self-removal from the ESPN Tucson airwaves. He added, “It’s not a decision I arrived at hastily, as it’s been a 6 month mental grind to make the ultimate decision that had to be made, and I’m not particularly happy about it, but I have to put my health first, we all do, and make sure we’re around long enough to enjoy life”.
Dean had been ESPN Tucson’s morning host since November 2019.