SBD/May 18, 2012/Research and Ratings

Arbitron Data Shows CBS Radio Led MLB Opening Day Radio Broadcasts

Four of the five most listened-to MLB Opening Day radio broadcasts last month were broadcast by CBS Radio, according to data obtained by SportsBusiness Daily/Journal and scheduled to be released today by Arbitron. The Yankees' broadcast on WCBS-AM (April 6 at 3:10 pm ET) was down 8% compared to last year's game (March 31, 1:05 pm ET), but its audience of 684,600 was easily the biggest in baseball. The Tigers opener against the Red Sox was simulcast on CBS' WXYT-AM and WXYT-FM, and was up 48% compared to the '10 game against the Royals. Additionally, 40.6% percent of all male listeners age 25-54 that were listening to the radio in the Detroit market during the Tigers game were tuned in to the game.

Listeners Who Tuned Into Opening Day Game
For At Least Five Minutes (Age 6+)
RK
TEAM STATION OWNER
'12
'11
'10
1
Yankees WCBS CBS
684,600
740,400
612,400*
2
Tigers WXYT/WXYT-FM CBS
509,500
352,300
344,100
3
Cubs WGN Tribune
433,200
495,700
507,700
4
Mets WFAN CBS
377,700
222,300*
755,500
5
Phillies WPHT/WIP-FM CBS
323,500
254,200
323,300
6
Red Sox WEEI-FM Entercom
265,400
261,900
125,200*
7
Indians WTAM Clear Channel
257,900
212,400
183,500
8
Giants KNBR Cumulus
247,500
306,800
169,600
9
Reds WLW Clear Channel
243,300
307,500
278,300
10
Brewers WTMJ Journal
221,800
147,100
98,600
           
Percentage Of Males Listeners Ages 25-54 Who Were Listening To Radio
And Were Tuned Into The Opening Day Game For At Least Five Minutes
RK
TEAM STATION OWNER
'12
'11
'10
1
Tigers WXYT/WXYT-FM CBS
40.6%
33.3%
33.7%
2
Reds WLW Clear Channel
36.4%
40.2%
52.0%
3
Brewers WTMJ Journal
36.3%
18.2%
15.0%
4
Phillies WPHT/WIP-FM CBS
31.3%
18.0%
24.3%
5
Indians WTAM Clear Channel
29.0%
31.1%
18.7%
6
Red Sox WEEI-FM Entercom
23.1%
14.5%
25.8%*
7
Pirates KDKA-FM CBS
18.9%
18.6%
14.2%
8
Giants KNBR Cumulus
14.2%
13.7%
13.2%
9
Twins KSTP Hubbard
14.1%
18.7%*
10.0%*
10
Cubs WGN Tribune
13.4%
14.3%
18.7%
           

NOTES: Stations listed are AM frequency unless noted. Tigers' and Phillies' games are simulcast on two stations. * = Night game.
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