When analyzing a quarterly report in St. Louis, it usually starts with 105.7 The Point and KSHE 95 grabbing the top two spots and owning a combined thirty share among Men 25-54. After those two brands are eliminated from the discussion, then the real examination begins.
For the market’s top sports station, 101 ESPN, the summer book news was excellent. They finished 3rd overall in weekday prime (M-F 6a-7p), best among all other local brands with an impressive 8.8 share. The 4th ranked station for the quarter was 106.5 The Arch, and the 6th ranked was country brand WIL. What do they all have in common? They’re all owned by Hubbard Radio. This means five of the top six brands in St. Louis are under one roof, and they deliver a combined 50.7 share among Men 25-54. Absolutely incredible.
Among 101’s local shows, the best performance for the quarter belonged to the midday team of Brandon Kiley and Alex Ferrario. BK and Ferrario produced an outstanding 10.1 share during the hours of 11a-2p, ranking them 3rd during their slot with Men 25-54.
Up next was the morning team of Randy Karraker and Michelle Smallmon. Karraker and Smallmon recorded a strong 9.3 share in AM drive during the hours of 7a-10a to also finish the book in 3rd place.
Following those two programs was the station’s afternoon show, The Fast Lane. Anthony Stalter, Brad Thompson and Jamie Rivers collectively generated an 8.3 share from 2p-6p to snag a 3rd place showing in their slot.
Closing things out was Dan McLaughlin who pulled in a 7.9 share from 10a-11a to finish the book in 4th. The station’s evening hours, which features ESPN Radio programming and the St. Louis Blues during hockey season, ranked 12th with a 4.0 share M-F 7p-12a.
Other highlights from the quarter included an impressive performance by KMOX during M-F 7p-12a. The station finished 1st for the book with an 11.1 share. Most of KMOX’s evening hours during the summer book featured St. Louis Cardinals baseball.
The market’s other sports station, 590 The Fan, did not appear this quarter.
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.