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97.1 the Fan Posts Big Numbers In Summer Book

“The success enjoyed by the Columbus sports station carried into the larger demo of adults 25 – 54, where The Fan finished fourth overall in weekday prime with a 7.3 share.”

Brandon Contes

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97.1 The Fan continues to be a dominant force in the Columbus, OH radio ratings scene. Even with shuffling their lineup mid-book, not only did The Fan continue to perform strongly, but their summer ratings success extended beyond their target demo. 

In weekday prime (M-F 6a – 7p), 97.1 The Fan earned an 11.2 share among men 25-54. The sports station ranked first in the market, a full point ahead of 99.7 The Blitz which broadcasts a rock format. The next highest talk station behind The Fan was the Ohio State owned WOSU 89.7, with a 5.6 share. 

Morning drive was the lowest share for The Fan, from 6 – 9a the Columbus sports station earned a 6.7 rating, while mostly featuring a simulcast of Golic and Wingo. But on Aug. 17, when ESPN Radio launched a new morning show, The Fan further localized their lineup by moving Bobby Carpenter, Brandon Beam and Anthony Schlegel into the AM hours. With the lineup changes, Bishop & Laurinaitis remain in the 9a – noon block and during the summer book, the duo earned a strong 9.7 share, finishing third overall. 

In the noon – 3p timeslot, The Fan topped the market with a 12.7 share, more than two points ahead of the second-place station. During those hours, The Fan mostly featured Bobby Carpenter and Anthony Rothman, but with Carpenter moving to morning drive in mid-August, Rothman closed the book with his new co-host and former show producer Matt Hayes. 

From 3 – 6p, The Fan’s afternoon drive duo Common Man & T-Bone (Mike Ricordati and Jonathan Smith) dominated the book with a 14.8 share, beating second-place 99.7 The Blitz by more than five full points.  

The success enjoyed by the Columbus sports station carried into the larger demo of adults 25 – 54, where The Fan finished fourth overall in weekday prime with a 7.3 share. From 9a – noon, The Fan finished tied for fifth in the larger demo, second-place from noon – 3p with an 8.3 share and third in afternoon drive with a strong 9.4.

Sports Radio News

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.

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Streaming Radio

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.

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Sports Radio News

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.

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MLB Radio

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.

Radio Listeners to MLB

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.

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Sports Radio News

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”

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Jeff Dean Show

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”

Jeff Dean Facebook

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.

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