Kevin Graham picked a great time to arrive in the Bay Area. The San Francisco Giants delivered the best record in baseball, excitement for the 49ers has been elevated due to the 1st round draft selection of Trey Lance, and the return of Klay Thompson to the Golden State Warriors lineup is just around the corner.
When those type of events are happening, enthusiasm among local sports fans increases. Those fans then seek more conversation on the teams, players and issues that are capturing their attention, and for the summer book, the majority flocked to The Sports Leader, KNBR.
For the full week (M-SU 6a-Mid), KNBR finished 1st in the market among Men 25-54 with a 5.1. The station also produced a 5.1 in weekday prime (M-F 6a-7p) which placed them 2nd. An even better highlight for the brand was their September performance which included a 6.3 for the full week, and a 6.1 in weekday prime. With the 49ers playing regular season games and the Giants locked in a tight playoff battle with the Los Angeles Dodgers, the October monthly should provide even better results.
Looking at the station’s weekday shows, Murph and Mac delivered the best performance among weekday prime shows for the quarter. The morning show produced a 6.1 share to capture 1st place. Their share grew to 6.7 during the month of September.
In middays, John Lund and Greg Papa rode a 4.0 share to a 6th place finish. Papa and Lund improved to 5.4 and 4th place during the month of September.
Switching to afternoons, Tom Tolbert, Larry Krueger, and Rod Brooks popped a 5.3 share to snag 2nd place. Their September performance saw them elevate to 1st with a 6.4.
Wrapping up at night (M-F 7p-12a), the combination of San Francisco Giants baseball, 49ers pre-season action, and Mark Willard’s evening show (Mark has since moved over to 95.7 The Game) helped The Sports Leader finish 2nd with a 7.7 share. Similar to the daytime shows, evenings grew in September to an 8.9.
For 95.7 The Game, the story was the afternoon show featuring Damon Bruce, Ray Ratto and Matt Kolsky. The Bay Area trio produced a 4.7 share for the book, finishing 3rd, only six tenths of a point behind Tolbert, Krueger and Brooks. The show pulled within five tenths during the month of September thanks to an increase to 5.9. One item to be aware of moving forward, Kolsky has since moved to evenings. This means the afternoon show’s fall book results will be determined by Bruce and Ratto.
The next best performing show on The Game for the quarter was the midday show featuring Matt Steinmetz, Dan Dibley, and Daryle ‘The Guru’ Johnson. Steiny, Guru and Dibley pulled in a 3.3 share to finish their timeslot in 10th for the book. Their September number was the same as their rating for the full book.
Starting off the day, The Morning Roast with Bonta Hill and Joe Shasky recorded a 2.3 share which placed them 14th. Similar to the midday show, the September number was even with the rest of the book. Evenings were far back in 24th place with a 0.6. Once the Warriors return that number should improve.
Overall, The Game finished 10th for the book in weekday prime (M-F 6a-7p) with a 3.7 share. The station was also 16th for the full week (M-SU 6a-Mid) with a 2.5 share.
Entering the fall book, The Game has revamped their lineup. The station now features The Morning Roast from 6a-9a, Mark Willard and Dan Dibley from 9a to Noon, Steiny and Guru from Noon to 3p, Damon Bruce and Ray Ratto from 3p-6p, and Matt Kolsky and Company from 6p-10p.
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.