KNBR 104.5FM and 680AM announced the addition of Warriors great, Chris Mullin as an on-air contributor. Mullin is added to KNBR’s lineup which already boasts Warriors current radio analyst and former player, Tom Tolbert along with their TV pre and post-game host Greg Papa. Papa hosts on KNBR daily from 10am – 2pm, followed by Tolbert from 2 – 6pm.
“We are thrilled to welcome Chris into the KNBR family,” said KNBR program director Jeremiah Crowe in their press release. “Chris brings a unique perspective to both our Warriors coverage and overall NBA coverage, given his great success as a player, coach and executive. The addition of Chris further strengthens KNBR’s NBA contributor lineup as the strongest in radio across Northern California.”
In addition to his work with KNBR, Mullin will join NBC Sports Bay Area as a rotating cast of studio analysts for Warriors telecasts. A member of The Naismith Memorial Basketball Hall of Fame, Mullin resigned as head coach of the St. John’s University men’s basketball team in the spring, returning to the West Coast to cover the Warriors.
“I’m looking forward to sharing insight and opinions throughout the upcoming Warriors season on KNBR, The Sports Leader,” Mullin said in the press statement. “It’s very exciting to be able to talk basketball every week with my good friends Tom Tolbert and Greg Papa.”
In addition to Mullin, KNBR announced their full schedule of Warriors coverage which includes weekly appearances by head coach Steve Kerr and longtime team beat writer, Marcus Thompson II.
KNBR weekday programming highlights:
Dubs Countdown to Tipoff Pregame Show:
– Tom Tolbert, Larry Krueger, Rod Brooks, Mark Willard and Adam Copeland host pregame coverage 40 minutes before each Warriors game on KNBR 104.5FM & 680AM.
The Steve Kerr Show:
– Airs each Tuesday during the 2019-2020 Golden State Warriors Season.
The Chris Mullin Show:
– Airs twice per week in Afternoon Drive and Middays during the 2019-2020 NBA Season.
The Marcus Thompson Show:
– Airs four times per week during Morning Drive, Middays and Afternoon Drive during the 2019-2020 NBA Season.
– Airs every day during Murph & Mac at 8:50am during the 2019-2020 Golden State Warriors Season
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.