A tight race one year ago, has become a little more comfortable for 670 The Score. The Chicago sports station won the 2021 winter book, leading in both weekday prime (M-F 6a-7p) and full week (M-SU 6a-Mid). 670 produced a 4.6 (stream included) to place 5th in prime. Full week was slightly lower at a 4.2, but their ranking was better, tied for 4th.
Among The Score’s daytime shows, which includes their streaming number, Mully & Haugh tied for 9th in mornings with a 3.7 share. Dan Bernstein and Leila Rahimi started strong in middays with a 4th place 5.8 share. Laurence Holmes followed them with an impressive 5.7 share, 3rd place finish. In afternoons, Danny Parkins and Matt Spiegel came in 8th with a 4.0 share. Spiegel though didn’t officially join the show until February 8th so the first month of the book includes Parkins working with different hosts. Finishing at night, The Score produced a 4.1, good enough for a tie for 5th.
On the flipside, ESPN 1000 finished the full week with a 1.7 share, and weekday prime with a 1.9 share. That placed them 22nd for the full week, and 19th in prime. That was a lower than usual finish for the brand.
Among ESPN 1000’s weekday shows, ESPN Radio’s ‘Keyshawn, J-Will and Zubin’, which airs on 1000 between 5a-7a finished 11th with a 3.2 share. David Kaplan and Jonathan Hood grabbed a 14th place finish with a 2.2 share between 7a-10a. Carmen and Jurko were 20th from 10a-12p with a 1.6 share. Mike Greenberg’s national show, ‘Greeny’, came in 11th from Noon to 2 with a 3.2 share. Waddle & Silvy were surprisingly low in afternoons, registering a 24th place finish and 1.5 share. Wrapping up at night, ESPN 1000 produced a 1.1, placing them 25th in the 7p-12a timeslot.
Overall, The Score has to feel great about the quarter. The station won each daypart among local sports radio competitors, and though listening levels aren’t where they were a few years ago, there’s plenty to build on. Middays were a big strength this book, proving the Bernstein-Rahimi pairing and Laurence Holmes are a hit with local listeners. The area where improvement can be made is in the drive times. With Spiegel now alongside Parkins permanently, and Cubs games about to deliver more cume at night and later in the day, that should help.
For 1000, this is an odd book. Both ESPN Radio national shows delivered the best numbers for the station this quarter which was abnormal. Waddle and Silvy are also usually in the thick of a race, not in 24th place. With Silvy back in studio, the Sox debuting on the station, and a more than capable air staff still in place, look for 1000 to be much more competitive in future months.
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.