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Steve Somers: Listeners Don’t Remember What You Say, But How You Make Them Feel

“During Thursday night’s edition of The Keith McPherson Show, McPherson was joined by Somers, the man he succeeded in the nighttime slot.”

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WFAN has had a handful of sports media legends that have come through their building. From Greg Gumbel to Chris “Mad Dog” Russo and Mike Francesca. Steve Somers outlasted all those guys.

During Thursday night’s edition of The Keith McPherson Show, McPherson was joined by Somers, the man he succeeded in the nighttime slot. During their conversation, “The Schmooze” gave his younger successor a lot of praise for his burgeoning career and being the star of a new show on MLB Network.

Somers shared a realization he has had since leaving the airwaves.

“In the five and a half months that I’ve been off the air, I’ve realized one very important thing and I think I can sum it up this way,” Somers said to McPherson. “People may not remember everything you said, people may not remember everything you did, but people will remember how you made them feel. I’m still getting some response and reaction from fans and thank goodness it’s all been positive.”

Steve Somers started his over 30-year run at WFAN at the station’s inception in 1987. He was synonymous with the overnight shift, where he developed his reputation as one of the funniest personalities on the station. He eventually moved on to mid-morning and then evening roles

Whether it was creating colorful catchphrases like “schmoooooozing S-P-O-R-T-S” or calling his favorite baseball team the New York Mets by their full name, the Metropolitans, drawing out the parts as Metro-Politans, Somers created a long-lasting impression on many listeners.

Schmooze continued talking to McPherson about not just how he made listeners feel, but said it was a reciprocal relationship between him and the caller.

“So many people that either listened and or called made me feel good. It works both ways as you know. The bottom line is that connection is so very important because radio is personal, and radio can be personal and intimate and, you know, if you get into knowing people and them knowing you, then you are really getting done as a host with radio.”

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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