Last month, The Zone reigned supreme in the Salt Lake City sports radio ratings race. In March, the story was no different.
The ratings for Men 25-54 are in, and once again, The Zone continues to lead the pack. The radio station finished well ahead of its competitors (ESPN 700 and 1320 The Fan) while turning in a 6th place finish in the station’s key demographic.
For ESPN 700, the news wasn’t all bad. The radio station received another excellent month from Dan Patrick, plus increased its rank and share during Bill Riley’s program. The Fan on the other hand was in the distance, and has a lot more ground to make up.
Here are the station by station comparisons for this month:
- 6a-10a = David James and Patrick Kinahan (DJ and PK) – 4.6 (8th)
- 10a-12p = Jake Scott and Tony Parks – 5.1 (5th)
- 12p-3p = Hans Olsen and Scott Garrard – 5.3 (3rd)
- 3p-7p = Spence Checketts and Gordon Monson – 5.3 (4th)
- 6a-7p = Monday-Friday – 5.1 (6th)
*** The Zone is competing against their own success. They’re comfortably ahead in the market, but do have a legitimate threat to deal with in the Dan Patrick Show. Month to Month they were flat in mornings, but lost a little more than a point in middays and nine tenths of a point in afternoons. However, their rankings remained the same for the 12p-3p and 3p-7p shows. The station currently sits 6th which is excellent. The challenge on their end is to stay consistent and find a way to crack the Top 5.
- 5a-8a = Mike and Mike – 2.7 Ranked 12th)
- 8a-11a = Dan Patrick – 4.1 Ranked 9th)
- 11a-2p = Bill Riley – 3.1 (12th)
- 2p-7p = Sean O’Connell & Brian Swinney – 1.7 (23rd)
- 6a-7p = Monday-Friday – 2.6 (16th)
*** Dan Patrick is popping a strong number for the radio station. Given that his show is national and doesn’t add a local expense, that’s a big help. Riley’s first full month was solid. With a few more months under his belt, he could work his way into the Top 10. The main priority right now is to support the afternoon show which recently underwent changes. If O’Connell & Swinney can deliver similar numbers to Riley, and the national programs continue to pull their weight, 700 can close the gap on The Zone. Catching them though will be very difficult.
- 6a-10a = Tim Lewis – 0.9 (29th) ***Just arrived in the market, first full month
- 10a-1p = Jim Rome – 1.3 (29th)
- 1p-3p = Doug Gottlieb – 0.7 (33rd)
- 3p-7p = Kyle Gunther and Ben Anderson – 2.2 (20th)
- 6a-7p = Monday-Friday – 1.3 (31st)
*** Lewis is brand new in mornings so it’s going to take some time for his show to become familiar to people. To gain a fair evaluation of the show’s progress, a good six to twelve months is necessary. As we mentioned last month, the national syndication between 10a-3p isn’t helping the station’s ratings performance. It does allow them to keep expenses down, which may or may not be helpful to the radio station’s economic position in the market. Gunther and Anderson are carrying the radio station right now. They’re the only show that’s ranked ahead of ESPN 700.
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.