A Desirable Demo

By Sherry Woods,2014-07-15 19:43
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A Desirable Demo

    John and Phil are in a Desirable Demographic... Below are the demographic stats for sports radio…

    62% of sports listeners are 25-54. 65% men, 35% women. Nearly 2/3’s are college graduates or

    have attended college with 65% doing post graduate work 69% are more likely than the average person to have annual HH income of $75,000 and hold executive, managerial positions. 34% are above the norm for foreign travel

    34% are more likely to own a personal computer

    78% of use a credit card

    47% are more likely to have rented a car in the past year

    New York: Interep (NASDAQ: IREP) today released its latest profile on the All Sports Radio format. Since WFAN AM in New York debuted the format in 1987, over 300 stations across the country have adopted the male-dominated, often listener-interactive, format. Currently, 24 out of the top 25 continental U.S. radio metros have a least one All Sports radio station.

    Perhaps the success of the format is not surprising considering both the nations appetite for sports,

    and the formats advertiser friendly demographics. Listeners tend to be squarely within the 25-54 demographic, with above-average indices for upper-income levels, college degrees and professional positions, as well as for computer usage, travel and financial investments.


     75% of the All Sports audience is 25-54 years of age.

     82% of listeners are male.

     36% of listeners live in the Northeast.

     Almost half of all listeners have a college degree approximately twice the national average.

     Sports listeners are more than twice as likely as the average adult to live in households earning over $100,000.

     Listeners are 70% more likely than the average adult to be a professional.

73% of Sports listeners are active Internet users.

Source: MediaMark Research

The money of Sports radio

    Audience largely of affluent big-spending males By Gabriel Spitzer Sports

    radio might be one of niche marketing‟s great success stories. With a relatively small share of the national audience, and a disproportionately high share of advertising revenue, the Sports format is one of the most efficient money-makers in radio.

    Part of that is due to the added value advertisers feel they get from sponsoring sportscasts. But another factor is the makeup of the format‟s coveted audience, as demonstrated by a recent profile released by radio rep firm Interep. Over half of the format‟s listeners are between 18 and 44 and a full

    75 percent fall between the ages of 18 and 54. The audience is 82 percent male.

    Sports listeners are also well-educated and affluent. Forty-five percent of Sports listeners are college graduates, nearly twice as many as the national average. A full 34.2 percent of Sports listeners make over $100,000, compared to just 14.6 percent of the general population.

    Over 20 percent of Sports listeners are managers or administrators, more than twice the national average. Sports listeners are also more likely than the average American to be in technical or “professional” jobs, according to Interep‟s report.

    This audience profile has made Sports radio an ideal buy for many of radio‟s heaviest-spending ad

    categories, like automotive, travel, technology and financial services.

    According to Interep‟s report, the Sports listener‟s buying habits justify those ad dollars. Sports listeners are more than twice as likely as the average American to be a “heavy” domestic air traveler, 73 percent more likely to spend at least $2,000 annually on domestic travel and 86 percent more likely to belong to a frequent flyer program.

    This is not to say that the Sports audience has anything against carsfar from it. Interep reports that

    Sports listeners index significantly above the national average when it comes to owning sporty cars, sport utility vehicles, luxury ears and minivans. Before the tech sector tanked, Sports radio was a

    prime destination for technology advertising dollars. It‟s easy to see why: Sports listeners are

    significantly more likely than the average American to own a whole array of technological doohickeys, from DVD players to digital cameras to cell phones.The format‟s listeners are also computer and internet enthusiasts. For example, they are a third more likely than the average American to live in a home that has at least one personal computer. They also participate in c-commerce at very high Levels. Sports listeners are 98 percent more likely than the average American to do business shopping online, 99 percent more likely to make travel plans on the web, 125 percent more likely to

    listen to online radio, and 163 percent more likely to invest or trade online.

    According to buyers, this desirable audience, combined with all the bells and whistles of sports marketing, puts Sports radio‟s pricing at significantly higher levels than those of other formats. The difference is especially glaring in the rates for in-game spots and sports sponsorships. “Normally it

    commands a 20 percent premium above the general market,” says Karen Agresti, senior vice

    president and director of local broadcast at Hill, Holliday in Boston. “There tends to be an incredible amount of promotional value and added value in sports packages, Most clients consider it premium programming, so they don‟t have a problem paying premium prices for it.” Mark Leficowitz,, executive vice president and media director at Furman Roth Advertising in New York. “So an afternoon-drive

    spot which might have gone for $400 might go for twice that, because it‟s a „baseball spot.‟ That‟s one common thing that radio stations are doing. Like the rest of the medium, Sports radio is losing revenue as ad budgets shrivel. Among other things, the slowdown is changing the landscape of sports sponsorships, as advertisers reevaluate what are often large lump costs. “A sponsorship has high out-

    of-pocket costs, because it‟s a huge package,” says Agresti. What clients are wrestling with, if their

    budgets are being cut, is whether they can afford to do sponsorships the way they‟ve done them in the

    past. So maybe they cut the commitment back per game, or do fewer games. They might lose their exclusivity, but they‟re trying to get the out-of-pocket down and keep their association with the sport.

Sports listeners lifestyle compared to national averages

AcWit Index

Own stock 165

    Own mutual funds 182

    3+ domestic air trips in past year 206

    3+ foreign air trips in past year 182

    Belong to frequent flyer program 184

    Own luxury car 142

    Own sport utility vehicle 140

    Own DVD player 149

    Own digital camera 164

    Own cellular phone 134

    Live in HH with a PC 134

    Live in HH with a handheld PC 206

    Listen to radio online 225

    Trade stocks, bonds or funds online 263

    Source :. MRI: Via Intereps “All Sports Continues To Score” Adults 18+ M-S 6a-12m, Cume%, Index represents format‟s percentage divided by general population percentage times 100.

     -- _



Current industry sources suggest substantial growth - up 130% in all-sports format

    radio stations since 1994. The current number of all-Sports stations is 220 with 24 of

    the top 25 metro markets covered.

Demographics are impressive! 75% of all-sports listeners are male 70% of listeners

    (approximately) are 25-54. And the sports listener is knowledgeable and ready and able to buy your product/service: Nearly 2/3s are college graduates (45%) or have attended college (20%) 98% more likely than average person to have annual HH

    income of $75,000 + More active physically and socially than “the norm” 37% hold professional/managerial jobs Travel in the US and abroad more than typical

    Americans. Most are computer literate Love their vehicles. More likely than the

    average to have four or more TV sets in their home

Source: Broadcasting & Cable, Simmons, Duncan’s American Radio, Arbitron,

    MStreet Radio statistics

    Sports Radio Listeners Educated, Affluent Thats according to a new Interep study that finds that nearly half of all Sports radio listeners have a college degree -- nearly twice the national average. Sports radio listeners are also twice as likely as the average adult to live in households that earn more than $100000 per year The study, All Sports Radio Continues To Score

    also found that 82% of the formats listeners are male, 73% are more likely than the average American to work in a professional field. and 73% of them are descrted 25

    active” internet users.

    Radio Business Report - Where the boys are: the Sports audience

    If your product is gender specific, then you will either love or hate this audience - there

    is no middle ground. 80% of this group is male, according to lntercp (:IREP). And if anything, we‟re surprised that number isn‟t a little bit higher. There are some other high numbers associated with this group. If you think this audience contains a bunch of club-wielding, knuckle-dragging, beer-guzzling ref-killing maniacs, you‟d he wrong.

    Almost half have completed a bachelors degree or higher - - 48%. And with a median

    household income of over $81K, it ranks l of all the formats in the Interep study.

Audience Profile: Sports Still searching for the perfect customers?

    Gender Men 80% Women 20% Household Income

    Age $10,000 2%

    18-24 7% $10-19,999K 2%

    25-34 20% $20-29,999K 5%

    35-44 29% $30-39,999K 6%

    45-54 22% $40-49,999K 6%

    55-64 11% $50-59,999K 10%

    65+ 11% $60-74,999K 14%

    $75,000+ 55%

    Median HH income $81,560 Employment Full-time employment 75%

    Among the working..

    Professional/managerial 37% Census region

    Tech/clerical/saks 22% Northeast 30%

    Precision/craft/repair 10% South 28%

    Other 11% Midwest 20%

     West 22%


    Source: Interep, Medianiark Research, BIA Children at home 43%

     Own home 81 %

    MSA suburban 62%

    MSA central city 33%

    Non-MSA 5%

The Sports listener

    The typical audience for your sports programming is a highly desirable bunch. Consider

    these statistics.


    • 63% male and 37% female

    • Over 68% of males are 25-54 • 33% are college -graduates or better (only 27% of TV sports viewers are)

    • 68% are employed full-time; 73% are employed either full-time or part-time

    • 38% have household incomes of $50,000 + (only 33% of TV viewers do)

    • 52% have household incomes of $40,000 + (only 46% of TV viewers do)

    • More likely to be in a professional, technical, manager, or sales position • More likely to own their own home

    • More likely to be married, and more Likely to have no children, than the national average


    The radio sports listener is more likely than the national average to have:

    • Bought a new car in the past 12 months (Index 161)

    • Bought a new domestic (137) or imported (229) car in the past 12 months

    • Bought a major kitchen appliance in the past 12 months (124)

    • Bought household furniture in the past 12 months (133)

    • Bought sporting goods in the past 12 months (154)

    • Shopped at a department, discount, clothing or children‟s store in past 12 months (111)

    • Opened a checking or savings account in the past 12 months (152)

    • Visited a fast-food restaurant in the past month (110) • Visited a family restaurant in the past month (120)

    • Spent $50 or more on groceries in the household per week (108)

    • Used cents-off coupons in the household (118) • Drunk diet soft drinks (cola and non-cola) (102)

    • Drunk wine(123)

    • Drunk beer (123)

Simmons Research 2005

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