RADIO WAVES: FINDING THE PULSE ON ALL-SPORTS RADIO LISTENERS

          In the month of May, THE DAILY and Fox Sports/ROI Poll     surveyed U.S. residents, ages 12+, about their interest in     all-sports talk radio and over the next few days this data     will be presented in THE DAILY's "Back Of The Book."      Respondents were asked, "Approximately how often do you     listen to an all-sports talk radio station?"  Survey sample     size = 946; Premier Sports Fans = 242 with interest of 5 out     of 5; Sports Fans = 805 with interest of at least 3 out of     5; Taken during May '99 (Fox Sports/ROI Poll):                                           
  
     
       
"APPROXIMATELY         HOW OFTEN DO YOU LISTEN TO AN
        ALL-SPORTS TALK RADIO STATION?"
          
    
  
  
     
    
       
TOTAL         
        U.S. POP.
    
    
       
SPORTS
        FANS
    
    
       
PREMIER
        FANS
    
  
  
     
EVERY       DAY
    
       
5.2%
    
    
       
5.8%
    
    
       
10.7%
    
  
  
     
3-5       TIMES PER WEEK
    
       
5.7%
    
    
       
6.5%
    
    
       
7.4%
    
  
  
     
1-2       TIMES PER WEEK
    
       
10.0%
    
    
       
10.9%
    
    
       
14.5%
    
  
  
     
LESS       THAN ONCE PER WEEK/AT LEAST ONCE PER MONTH
    
       
13.8%
    
    
       
15.2%
    
    
       
16.1%
    
  
  
     
LESS       THAN ONCE PER MONTH
    
       
13.6%
    
    
       
14.8%
    
    
       
10.3%
    
  
  
     
NEVER
    
       
51.3%
    
    
       
46.6%
    
    
       
40.9%