Major Market Sports Radio Station

Introduction

A popular sports radio station that features local and national sports coverage and entertainment commissioned a study to better understand its local audience. The objective was to evaluate sports talk radio listenership, demographic preferences, and station performance compared to other local competitors.

Objective

The objective of this study was to conduct a comprehensive audience analysis and a competitive comparison of local sports talk radio stations. The goal was to gain insights into listenership trends, sports betting behaviors, and media consumption patterns among local sports talk audiences. By examining these factors, the study aimed to identify opportunities for refining content strategy and enhancing listener engagement.

Challenge

While the station leads in audience momentum, fan passion, and overall coverage, it faces challenges in maintaining its competitive edge. Key issues include closing the gap in local sports coverage, differentiating its content, and retaining listener loyalty against strong competitors, particularly in national sports coverage and general sports talk. However, with a clear advantage in fan engagement and momentum, the station can maintain its leadership by leveraging these strengths.

Solution

A survey was conducted with more than 300 people aged 18-64 who listen to sports talk radio. The survey focused on understanding their listening habits, preferences, and opinions about local sports stations and personalities. It revealed a growing interest in sports betting content and local sports coverage.

Key Findings

• Listeners appreciate hosts who are knowledgeable, passionate about local sports, energetic, credible, and engaging with their audience.
• Sports betting is gaining popularity, especially among younger listeners.
• Year-round coverage of a local team is deeply valued by the audience
• The station’s audience is nearly equal to a competitor in terms of listener frequency, suggesting that both stations are competitive, with opportunities for growth.
• Audience showed desire for frequent, real-time sports information.

Results

The study of Sports Talk listeners reveals strong competition between the station and its competitor, with both attracting large and engaged audiences. These key areas include overall listener loyalty, frequency of listening, and audience engagement. The study found that though a higher percentage of listeners tune in frequently to its competitor, the station has a notable advantage in the number of listeners who report tuning in more often. While there is a small lead in overall audience loyalty for the station, the landscape remains competitive.

Conclusion

The study highlights a loyal, engaged audience with strong preferences for timely sports updates, local content, and sports betting. Local coverage of the NFL team is essential in viewer retention. Though there is tight competition in listenership between two stations, this indicates that sports media consumption is high. Moreover, the sports talk audience values knowledgeable, passionate, and relatable hosts who stay on top of breaking sports news. As sports betting content and streaming continue to grow, the station can use these findings to adapt to the evolving preferences of their audience.