For some in the sports radio business, making the transition from local radio to national radio can be a challenging one with more topics to choose from. That is not the case for current host of Schein On Sports on Mad Dog Radio and the host of Time To Schein on CBS Sports Network, Adam Schein.
This past week, Schein was on the New York, New York with John Jastremski podcast and he was asked by Jastremski how tough it was making the transition from doing local radio at WFAN and local TV on SNY to going to national coverage.
“It wasn’t tough because when I was on WFAN or when I hosted on SNY, doing Loud Mouths with Chris Carlin all those years, we would obviously have an emphasis on local, but you can do issues and you can do the NFL in New York, it didn’t have to solely be Jets/Giants 24/7,” Schein answered. “You can dive deep into other things as well. It wasn’t difficult for me because I think for some people, they might not have had the passion for national, but I always did. I love talking about Duke basketball, all NFL, all MLB, all NBA, college football. For me, it was easy. I think in a lot of ways doing the shows in New York, I always talked a lot of national.”
Schein knows that people are going to watch his show or listen to him on the radio because they want to hear his takes, but especially when they are about two big topics that he is well-known for talking about:
“NFL and New York sports, there’s a history there for me. If you are a Raider fan or a Knicks fan, you want to tune in and listen to the radio show or subscribe to the podcast or watch Time To Schein…that transition was easy because I could still be me.”
Speaking of the Knicks, their season ended on Wednesday night after losing to the Atlanta Hawks in the NBA Playoffs. Despite the season coming to an end, Schein was excited to get to blend his old world with his new one. He marveled at how little relevance the Knicks had to a national audience until this season.
“We started Time To Schein in 2015. I have never done a television show after a Knicks playoff game, yet alone a playoff win,” he said. “That’s crazy when you think about it. From a radio perspective, I have had to change a lot of my viewing habits. When you are a Knicks fan recently, when is it a national topic? When they don’t win the lottery… I can’t watch a game of all of these years hosting, I can’t watch a game and talk about it the next day. I can do that for the Lakers, Celtics, LeBron. I can’t do it for my favorite team. To be able to do that this year and have the Knicks as a topic, this is the first time in forever I can do Knicks. I can watch it, feel it, react to it.”
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.