Play-by-Play Radio Delivers a Premium Audience

May 23, 2013

They make more money, they’re better educated, and they buy more expensive houses and cars. These are but a few of the traits of sports play-by-play listeners that make them more attractive and valuable to advertisers. Listeners’ passion, combined with forefront sound, justifies a premium rate.

Going beyond the conceptual, Research Director, Inc., in cooperation with GfK MRI, has just completed an extensive study on the play-by-play radio listener that quantifies the benefits of reaching these listeners.

Among the study’s highlights:

• Sports Radio listeners are 40% more likely to have a household income of $150,000 or more compared to the general population.
• Sports Radio listeners are 88% more likely to have any investments totaling $250,000 or more compared to the general population.
• Based on the eight sports examined, Pro Baseball listeners skew older, while Pro Basketball and Pro Football listeners skew younger.
• Compared to the other sports examined, Pro Baseball listeners perform the best in many socioeconomic categories such as college educated, household income, and decision maker for a new car.

Play-by-play audiences deliver great bang for your buck.  This study will help sellers differentiate their listeners from the average consumer.

To view a portion of the study, visit our Presentations page.

The project is based on data from GfK MRI’s Doublebase 2012, compiled from a study of over 50,000 Adults 18+ nationwide.  Listeners of any play-by-play sports were studied, along with listeners of eight different sports: Pro Baseball, Pro Football, Pro Basketball, Pro Hockey, College Football, College Basketball, NASCAR/Auto Racing, and High School Sports.

-Anne Doyle, Production Manager

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