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KNBR Remains Ahead In San Francisco Winter Book

“Despite working with lower shares, the local competition between KNBR and 95.7 The Game remained healthy.”

Jason Barrett

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Sports radio listening in the Bay Area wasn’t as hot as it’s been previously. But that’s what winter books can do to you sometimes. Despite working with lower shares, the local competition between KNBR and 95.7 The Game remained healthy. Though positives existed on both sides, it was KNBR this quarter who emerged on top.

For the full week (M-SU 6a-Mid), The Sports Leader registered a 3.4, 9th place finish. That put them .9 ahead of their 14th ranked competitor. In weekday prime (M-F 6a-7p), KNBR increased its share to 3.9, placing them 7th. The Game was 13th with a 3.0. All numbers represent listening among Men 25-54.

Among the weekday shows, Murph and Mac nearly doubled up The Morning Roast with Bonta Hill, Joe Shasky and Kate Scott. M&M were 6th with a 4.7. The Roast meanwhile finished 13th with a 2.4. To be fair to The Game’s morning team, this was only their first full book together. They teamed for part of the fall book too, but not for the full quarter.

In middays, Greg Papa and John Lund remained on top for KNBR. The popular combo produced a 3.9 share to secure a 7th place finish. 95.7 The Game’s trio of Matt Steinmetz, Dan Dibley and Daryle ‘The Guru’ Johnson were 11th with a 3.1, only .8 away.

Shifting to afternoons, KNBR’s Tom Tolbert, Larry Krueger and Rod Brooks won a tight race against The Game’s Damon Bruce, Ray Ratto and Matt Kolsky. The Tolbert led program delivered a 3.6, 9th place finish. Bruce’s show on the other hand generated a 3.3, putting them just 1 spot back in 10th.

In the final category, evenings produced a dead heat between the two stations. KNBR and 95.7 The Game each delivered a 2.0 share which resulted in a tie for 13th.

The good news for KNBR, they recorded a bunch of head to head victories this quarter. The bad news, their shares and rankings were down year to year. That was the same story for The Game. 95.7 won’t ever be satisfied finishing second, but they did produce a few close calls. With baseball season back, the 49ers drafting 3rd overall, and the Warriors battling for the NBA playoffs, shares should rise in the Bay in the spring book.

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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