The summer book numbers are in for Nashville and there were a lot of positive takeaways for folks involved with the market’s sports radio stations. The quarter was led by 104.5 The Zone which finished 3rd for the full week (M-SU 6a-Mid) with a 7.6 share, and 4th in weekday prime (M-F 6a-7p) with a 7.7 share. All numbers are with Men 25-54.
What especially caught my eye was the year to year growth across all dayparts. Sports started to come back at the start of July in 2020, so Summer 2021 provided a big boost which should serve The Zone in the upcoming fall book. Compared to 2020, The Zone’s prime and full week numbers grew by 3.6 points. Prime also enjoyed a six position improvement. The full week performed even better gaining seven spots.
In mornings on The Zone, J-Mart and Ramon featuring Jason Martin and Ramon Foster secured a 4th place finish for the quarter with a 6.6 share. That was up from 9th and a 3.9 share in 2020.
During the midday hours of 10a-3p, the combination of Buck Reising’s show from 10a-1p and Blaine Bishop and Mickey Ryan from 1p-3p helped The Zone produce an 8.3 share to finish 3rd in the timeslot. Ryan and Bishop in particular stood out, finishing 2nd in their slot during all three months during the book. The station also doubled its production in the 10a-3p timeslot year over year, picking up 4.2 points and eight positions over that time period.
Moving to afternoon drive, 3HL which features Brent Dougherty, Dawn Davenport and Ron Slay generated a 5th place finish thanks to a 7.3 share. The afternoon trio also improved from 8th and a 4.7 share in 2020.
On the other side of town, the news was also great for 102.5 The Game. The station produced its best summer book in station history. The Game saw all of its weekday shows deliver above a 3 share for the first time since May 2018.
Making the most noise for the quarter was the morning show featuring Robby Stanley and Joe Rexrode. The Nashville duo, which took over the morning slot in October 2020, popped a 4 share for the summer book.
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.