Not surprisingly, the arrival of full-tilt football season helped Houston sports radio stations rebound in the monthly ratings reports from Nielsen Audio for the September reporting period (Aug. 14-Sept. 10).
KILT’s (610 AM) weeklong share (6 a.m.-midnight) among men 25-54 improved to 3.9 percent, up from 2.2 percent in August and 2.6 percent in July, reflecting the impact of football season. KBME improved by seven-tenths of a percentage point to 2.0, making up losses from the last couple of months. KFNC (97.5 FM) fell by one-tenth to 1.2, and KGOW (1560 AM) improved by one-tenth to 0.7.
KILT and KBME have been swapping the lead in morning drive (6-10 a.m.), and KBME prevailed in the September book with a 3.8 percent share, up seven-tenths from August, to 3.5 for KILT, which was up by one-tenth. KBME ranked ninth among all stations while KILT was 11th. KFNC had a 1.6 share, down three-tenths, and KGOW was at 0.8, up two-tenths.
KILT once again did well at middays (10 a.m.-3 p.m.) with a 4.8 share among men 25-54, up one-tenth from August, to rank seventh among all stations. KBME was up eight-tenths to 2.6, KFNC was down two-tenths to 1.4 and KGOW was up four-tenths to 1.2.
KILT also cracked the top 10 in afternoon drive (3-7 p.m.), tying for seventh place among all stations with a 5.0 share, up six-tenths of a point. KBME was up by five-tenths to 1.6, KFNC held steady at 1.3 and KGOW was steady at a 0.8 share.
From 7 p.m. to midnight, KILT improved seven-tenths to 3.4, KBME was up by seven-tenths to 1.4 and KFNC was down two-tenths to 0.9. KGOW was at 0.3 and did not chart in August.
Turning to show-by-show comparisons, KBME’s Greg Koch-N.D. Kalu (9-11 a.m.) rebounded from a subpar August book to retake the lead with a 5.1snare, up by 1.6 percentage points form a month ago. KILT’s Rich Lord-Sean Pendergast-Ted Johnson show (2-7 p.m.) improved by a half-point to 4.9, running neck with KILT’s Mike Meltser-Seth Payne (10 a.m.-2 p.m.), which improved by a tenth of a point from August.
KILT’s Nick Wright-John Lopez/Texans Radio block (6-10 a.m.) show held steady with a 3.4 share, two-tenths ahead of Adam Clanton-Lance Zierlein (6-9 a.m.), which improved by five-tenths over August. KILT’s mixture of Texans Radio and Paul Gallant-Brien Straw (7-11 p.m.) had a 3.4 share, up eight-tenths of a point.
Rounding out the field were KBME’s Charlie Pallilo (2-6 p.m.) at 2.1 (up eight-tenths from August), KBME’s Matt Thomas (11 a.m.-2 p.m.) at 1.9 (up four-tenths), KFNC’s Jerome Solomon-Dave Tepper (noon-2 p.m.) show with a 1.4 share, KFNC’s Fred Faour-A.J. Hoffman (4-7 p.m.) at 1.2 and the John Granato-Sean Salisbury show on KGOW (4-7 p.m.) with a 0.5 share.
Elsewhere, KODA (99.1 FM) ranked first among all stations in August among persons 12-plus with a 6.9 weeklong share, followed by KMJQ (102.1 FM) at 6.7 and KKBQ (92.9 FM) at 6.2. KLTN (102.9 FM) led in morning drive at 7.1, KODA in middays at 9.1, KODA in afternoon drive at 6.9 and KMJQ at night at 8.8.
In adults 18-plus, it was KODA in the weeklongs at 7.0, KLTN in morning drive at 7.2, KODA in middays at 9.2, KODA in afternoon drive at 7.0 and KMJQ at night at 9.6.
Leaders in adults 18-49 were KBXX (97.9 FM) at 7.2 for the week, KLTN in morning drive at 8.8, KODA in middays at 7.8, KBXX in afternoon drive at 7.3 and KBXX evenings at 9.6.
Adults 25-54 leaders were KODA for the week at 7.5, KLTN in morning drive at 8.5, KODA in middays at 9.7, KODA in afternoon drive at 7.2 and KMJQ at night at 9.2.
Ending where we started with men 25-54, for comparison purposes with the sports stations, KLTN leads for the week at 7.9 and in morning drive at 11.3, at middays with an 8.8 share and in afternoon drive at 6.8. KBXX leads evenings at 8.3.
Credit to the Houston Chronicle who originally published this article
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.