Colin Cowherd, host of FOX Sports Radio and FS1’s “The Herd,” launches a new sports website, TheHerdNow.com, today. The site serves as the digital home for content created and curated by Colin Cowherd including bold opinion pieces, viral news stories, exclusive podcasts, and original video series. The new site also serves as a portal for fans to find stories covering the best moments and interviews from Cowherd’s radio show, as well as the daily podcast and streaming audio of “The Herd.”
TheHerdNow.com expands Cowherd’s already impressive multiplatform reach. “The Herd” launched in September 2015 on FOX Sports Radio, iHeartRadio and FS1 and has amassed over 100 radio affiliates. Cowherd’s podcasts on iTunes, including the “Best of The Herd” and “Full Show,” consistently rank atop the Sports & Recreation category. The Herd also ranks No. 1 among sports podcasts on iHeartRadio, and the show’s 24/7 iHeartRadio channel The Herd consistently amasses more than one million listening hours each month. Clips of “The Herd” drew 186 million video views over the show’s first 10 months via Facebook, YouTube, FOXSports.com, the live-streaming FOX Sports Go app and Twitter video player.
The site is a partnership between Cowherd, Premiere Networks, and Red Seat Ventures. Red Seat specializes in building and monetizing digital businesses for talent and brands.
“I’ve chosen to work with the best people in the industry, and the support I’ve received has been like nothing I’ve ever experienced,” shared Cowherd. “I feel incredibly lucky to launch this venture for fans to connect with my best content whenever and wherever they happen to be.”
Julie Talbott, President of Premiere Networks, said, “Colin’s ability to connect with millions of fans is evident in the rapid growth and success of ‘The Herd’ across multiple platforms. The launch of TheHerdNow.com is the next step in fully engaging those loyal fans and creating a digital destination for Colin’s unique brand of sports entertainment.”
Red Seat CEO Christopher Balfe said “Colin has built an incredibly loyal audience by bringing a unique and entertaining show to radio and TV each day. We look forward to building a digital platform that matches the energy and enthusiasm his fans have come to expect.”
SURVEY: 16.9% of All Sports Radio Listeners Are Streaming
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 Nielsen reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.
According to Nielsen, All 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 its 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.