For the fall ratings book, 104.3 The Fan continued to be a constant amongst Denver radio stations, finishing first in weekday prime (M-SU 6a – 7p) with a 7.9 share in the target demo of men 25-54.
The Denver sports station again received a massive performance from Mark Schlereth and Mike Evans in morning drive, finishing first with an 11.7 share. From 6 – 9a, Schlereth and Evans are a consistently dominant duo as the market’s highest rated sports show by a wide margin, outperforming The Fan’s first place finish by nearly 4 points.
In late mornings, Orlando Franklin and Sandy Clough earned a 4.3 share, which saw them finish fourth in the market. It was a solid jump for The Fan’s 9a – noon show, which finished 10th in the summer book. From noon – 3p, Brandon Stokley and Zach Bye were third during the fall book, with a strong 6.5 share, up more than two points from the summer quarter.
In afternoons, The Drive with Tyler Polumbus and DMac enjoyed a first-place finish in the fall ratings period with a 7.9 share. Polumbus and DMac were up by more than a full point from their summer book. Nick Ferguson and Cecil Lammey finished sixth in evenings with a 5 share, and The Fan Late Night with Shawn Drotar edged out a Top-10 performance with a 2.1.
The strong fall quarter for The Fan highlights their commitment to delivering strong Broncos coverage during the football season, despite not owning the team’s broadcast rights.
The Broncos flagship, KOA NewsRadio dropped outside the Top-20 in weekday prime for the fall book, earning a 1.7 share. KOA’s three local sports shows had a down quarter, each finishing outside the Top-20. Logan and Lewis delivered a 1.2 from 9a – noon, Big Al and Jojo were just under a 1 share in afternoon drive, and Broncos Country Tonight with Ryan Edwards & Benjamin Allbright produced a 1.1.
As for the market’s other sports station, the fall book saw Altitude Sports Radio 92.5 FM deliver a 1.5 share in weekday prime, led by the afternoon team of Nate Kreckman & Andy Lindahl who outperformed the radio station with a 2.2 share, helping them finish 19th for the quarter. The Nielsen gods weren’t as kind to the morning and midday teams. Both were down year over year and finished outside of the top 20. Moser, Lombardi and Kane finished just under a 1 share in mornings, and Harris, Hastings and Dover generated a 1.3 in middays.
Though the ratings won’t satisfy program director Dave Tepper, the station was elated with a different set of numbers. Despite the pandemic taking its toll on the sports world and The Fan and KOA having advantages in time served on the air, Altitude continues to make great strides in revenue. The station has consistently appeared in the Top 10 most of the past six months, led by 3rd and 4th place rankings in August and September. Colorado’s decision to allow legalized sports betting has certainly helped that cause, and with the Nuggets and Avalanche back in action, the station is hoping to rebound with a stronger winter performance.
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.