The summer numbers are out for Dallas, and has been the case before, things remained complicated due to the split between radio and streaming. According to Nielsen Audio, 105.3 The Fan topped Sports Radio 1310/96.7 The Ticket by more than a full point in weekday prime (M-F 6a-7p) for their target audience of men 25-54 if you go solely by radio measurement. The Fan finished seventh with a 4.3 and The Ticket was tied for 12th with a 2.9 share.
But when streaming enters the mix, things get complicated. The Ticket produced an impressive 2.6 streaming share M-F 6a-7p, nearly the same share as their over the air radio performance. The Fan on the other hand delivered a 0.3 in the M-F 6a-7p timeslot.
If people are listening to programming offered by a station thru their phone or computer, that should coun for both brands. Digital listening continues to grow and the work-from-home regularity caused by a global pandemic may be helping the tendency along. It’s important to note that many sports radio brands don’t deliver a digital share as large as the one generated by The Ticket. In some dayparts, The Ticket’s streaming number surprisingly out-rated their terrestrial share.
Starting with the morning shows, The Fan’s duo of Shan Shariff and RJ Choppy outrated KTCK’s The Musers terrestrial audience by more than a point and a half. Shan and RJ topped their spring performance by a full point, finishing seventh with a 4.1 share for the summer book. They also gained another 0.6 from streaming. On the other hand, summer listening for The Ticket’s iconic morning show declined a bit, both terrestrially and digitally as The Musers earned a 2.4 share, while their streaming number was a 1.8. With or without the stream included, Shan & RJ prevailed this book.
From 10a – 3p, The Fan again saw their audience increase from the spring book, finishing in sixth place with a 4.8 share. They pick up another 0.2 in streaming. The Ticket’s over-the-air number was tied for 14th with a 2.6, down half a point from the spring. Their stream though for the second straight book topped their terrestrial listening with a 3.1 share. The midday timeslot is occupied on The Fan by K&C Masterpiece from 10am – 2pm, and GBag Nation from 2p-3p. The Ticket during those hours features Norm & Donovan from 10a to noon, and BaD Radio with Dan McDowell and Jake Kemp from noon to 3pm.
In afternoons, GBag Nation led by Gavin Dawson, which actually airs from 2 – 7p, earned a top-10 finish and a 3.8 share for The Fan. They picked up another 0.1 on their stream. For The Ticket, The Hardline with Corby Davidson and Bob Sturm finished 12th with a 3.5 share from 3 – 7p but gained an additional 2.6 share from their streaming number.
The top-rated radio brand in the market from 3 – 7p is rock station 97.1 The Eagle which earned an 8 share during the summer book. From 2 – 5p, The Eagle features Ben Rogers and Jeff “Skin” Wade, former sports radio hosts on 105.3 The Fan and ESPN 103.3. During their three hours on-air together, Ben and Skin were first in the market among Men 25-54.
For The Fan and The Ticket, there will be new audience available in the fall book in terms of the local sports radio listener. During the summer book, ESPN 103.3 earned a 2.1 share in weekday prime, but Cumulus, who also owns The Ticket, chose to release control of their ESPN affiliate to Disney as of October 7th. Disney has since cut local weekday programming on the station in favor of their national ESPN Radio lineup.
*** This article has been modified to correct an error from earlier which accidentally left out The Fan’s streaming number with Men 25-54. We apologize for the mistake.
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.