In the first full book since Mike Francesa left WFAN’s afternoon drive for the second time, ESPN New York’s The Michael Kay Show remained number one. The news was first reported by Andrew Marchand of the New York Post.
Not only did Michael Kay, Don La Greca and Peter Rosenberg beat WFAN’s Joe Benigno and Evan Roberts, but the trio finished first overall in the afternoon among men 25-54 according to Nielsen Audio. From 2 – 6pm, Joe & Evan did a 5.7 for their first go-round in afternoon drive. ESPN’s TMKS did a 7.3 in their 3 – 7pm timeslot. It marks the second consecutive book, and third time ever, The Michael Kay Show topped WFAN in afternoon drive when the stream is included for both stations.
The winter ratings period extends from Jan. 2 through March 25, meaning most of the book took place before the COVID-19 pandemic forced live sports to shut down March 11. Ratings during the spring book will likely see a significant decrease as non-essential workers aren’t commuting during the morning and evening rush hours.
From 10am – 1pm, ESPN’s Humpty, Canty and Rothenberg did a 4.1 and from 1 – 3pm their new duo of Alan Hahn and Bart Scott garnered a 5.3 rating. WFAN’s new midday show with Marc Malusis and Maggie Gray did a 5.1 from 10am – 2pm, topping ESPN by almost a full point.
In the morning hours, WFAN’s Boomer Esiason and Gregg Giannotti finished first overall with a 6.7, crushing ESPN’s nationally syndicated broadcast of Golic and Wingo which earned a 2.9 rating. While ESPN New York recently added more local programming to their lineup, it remains to be seen if they’ll look to do the same with the 6am – 10am timeslot which leaves a glaring hole in their ratings.
Last year, reports from Bobby Burack and Ryan Glasspiegel, then of The Big Lead, stated Trey Wingo might not be interested in continuing the morning radio show alongside Mike Golic beyond this summer.
A shakeup of ESPN Radio’s morning show might entice 98.7 to go local, similarly to the way they chose to replace The Stephen A. Smith Show this past January. ESPN New York already has three local shows in their weekday lineup from 10am – 7pm. With three shows, they could format their schedule more traditionally to fill the 6am – 6pm hours and better compete with WFAN’s Boomer and Gio.
SURVEY: 16.9% of All Sports Radio Listeners Are Streaming
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 Nielsen reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.
According to Nielsen, All 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 its 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.