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KILT Continues To Lead Houston Ratings Race

Jason Barrett

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We’re a bit behind in catching up on recent Houston radio ratings from Nielsen Audio. So we’ll summarize two months in one entry.

This list covers the December book from Nov. 5 to Dec. 2 and the Holiday book from Dec. 3-30, which includes the stretch drive of the NFL regular season and the final days before some lineup changes that took effect with the new year on KBME (790 AM) and KILT (610 AM).

Unofficially, the holiday book is known as the Sunny book because of the dominance of KODA (99.1 FM) with its wall-to-wall Christmas music. That dominance continued this year, as we will see when we turn from sports to the general radio market for the Holiday book.

First, however, the results for men 25-54, the key demo for sports radio, indicate that Texans flagship station KILT (610 AM) led but did not dominate at the height of football season.

Also, KFNC (97.5 FM) has solidified its move past KBME (790 AM) for second place among the four sports stations. It should be interesting to see if those numbers hold with KBME’s January lineup changes.

As always, we start with 6 a.m. to midnight (Monday through Sunday) among men 25-54. KILT still leads and saw an uptick in the Holiday book, but KFNC is holding fast in second.

Station           Holiday           December          Holiday 2014

KILT (610 AM)     2.9 (18th)         2.6 (T17th)       3.4 (13th)

KFNC (97.5 FM)    2.3 (20th)         2.3 (T20th)       1.5 (23rd)

KBME (790 AM)     1.2 (25th)         1.2 (25th)         2.2 (20th)

KGOW (1560 AM)    0.1 (T37th)       0.1 (T39th)       0.4 (T30th)

ESPN Radio plus an hour of local programming has enabled KFNC to top KILT in morning drive for two books in a row, which is fairly astonishing in the middle of football season.

Station           Holiday           December          Holiday 2014

KFNC (97.5 FM)    3.3 (13th)         2.6 (15th)         1.6 (22nd)

KILT (610 AM)     2.4 (T18th)       2.3 (18th)         2.9 (14th)

KBME (790 AM)     2.4 (T18th)       1.9 (21st)         4.6 (7th)

KGOW (1560 AM)    0.2 (T34th)       0.1 (T39th)       0.6 (31st)

KILT is up in middays (10 a.m.-3 p.m.), and KFNC is the clear runner-up. This will be a time slot to watch in the next book with the new team of Sean Jones and Adam Clanton on KBME.

Station           Holiday           December          Holiday 2014

KILT (610 AM)     2.9 (15th)         2.4 (17th)         4.2 (5th)

KFNC  (97.5 FM)   2.0 (21st)         2.2 (19th)         1.6 (22nd)

KBME  (790 AM)    0.9 (27th)         1.2 (25th)         2.6 (16th)

KGOW (1560 AM)    0.1 (T35th)       0.0 (T38th)       0.7 (26th)

KILT still leads in afternoon drive time (3-7 p.m.), but KFNC is making a good run despite having to give up one hour to ESPN Radio.

Station           Holiday           December          Holiday 2014

KILT (610 AM)     3.0 (15th)         2.7 (18th)         3.3 (13th)

KFNC  (97.5 FM)   2.8 (17th)         2.4 (20th)         1.8 (22nd)

KBME  (790 AM)    1.2 (25th)         1.4 (25th)         1.6 (23rd)

KGOW (1560 AM)    0.1 (T37th)       0.1 (T37th)       0.4 (T30th)

Texans programming continued to boost KILT from 7 p.m. until midnight, and KBME doesn’t appear to be getting much out of its Rockets broadcasts.

Station           Holiday           December          Holiday 2014

KILT  (610 AM)    2.3 (16th)         3.0 (15th)         2.9 (16th)

KFNC  (97.5 FM)   1.4 (24th)         1.3 (T24th)       1.3(T22nd)

KBME  (790 AM)    1.0 (25th)         0.5 (T28th)       1.3 (T22nd)

KGOW (1560 AM)    0.0 (T38th)       0.0 (T39th)       0.0 (T40th)

To see how the individual shows performed visit the Houston Chronicle where this information was originally posted

Sports Radio News

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.

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Streaming Radio

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.

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Sports Radio News

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.

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MLB Radio

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.

Radio Listeners to MLB

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.

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Sports Radio News

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”

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Jeff Dean Show

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”

Jeff Dean Facebook

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.

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