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.įans will no longer be able to tune into ESPN Tucson and hear Jeff Dean hosting his show. Continued analysis reveals that 66% of listeners are currently employed and have a median household income greater than $106,000. The news continues getting better for advertisers.
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 study found that 27% have visited a ballpark in the past year. Those fans are also far more willing to make the trip to see their team. More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team. Those “super fans” are willing to spend to support their team, as well. That number is 58% higher than the average. According to the analysis, done by Katz Radio Group, nearly two thirds (62%) of those surveyed consider themselves “super fans” of baseball. 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. Major League Baseball play-by-play features an audience that has money and has no problems spending it. When it comes to advertiser’s attempting to reach an affluent and engaged audience, sports talk radio might have a whale on their hands.
In fact, Nielsen found that 1/3 of all AM/FM streaming in PPM markets is to spoken word formats. Spoken word formats display strong streaming listenership (Talk/Personality: 31.2%, News/Talk/Info: 19.1%, All Sports: 16.9%). The survey also showed that streaming levels differ widely by radio format. 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. That encoding allows for Nielsen to accurately measure the streams. 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 news comes as Nielson reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020. The survey found that in May 2022, 16.9% of sports talk radio’s audience tunes in via the station’s online stream. The trend is continuing to show that streaming is on the uptick. According to Nielsen, sports radio stations are the third-most streamed spoken word format, just behind Talk/Personality and News/Talk/Info.
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