SBD/December 18, 2012/Research and Ratings

Listen Up: Steelers Top NFL Teams In Local Radio Share Among Males 25-54

The Steelers registered the largest share of radio listeners among a key demographic through the first half of the ‘12 NFL season, while the Bears had the league’s largest average audience, according to data from radio tracking firm Arbitron. In Pittsburgh, the Steelers’ simulcasts on Clear Channel-owned WDVE-FM and WBGG-AM averaged a league-leading 55.0 share among the male 25-54 demo. That means that 55% of all men ages 25 to 54 who were listening to the radio in Pittsburgh this fall when the team was playing were tuned to the games on the club’s flagship stations. This season is the 13th straight year that the sister stations have carried all the Steelers’ games. WTMJ-AM, which has been broadcasting the Packers’ games since ‘29, had the second largest average share per game, at 51.7%. In terms of raw audience size, CBS Radio claimed the top three spots as rights-holder of the Bears’, Giants’ and Eagles’ games.

RK
TEAM FLAGSHIP STATION OWNER
MEN 25-54
SHARE
1
Steelers WDVE-FM/WBGG-AM Clear Channel
55.0
2
Packers WTMJ-AM Journal Broadcast Group
51.7
3
Browns WMMS-FM/ WTAM-AM Clear Channel
43.1
4
Chiefs KCFX-FM Cumulus
42.5
5
Vikings KFAN-FM Clear Channel
41.4
6
Colts WLHK-FM Emmis
37.5
7
Bengals WEBN-FM/WCKY-AM Clear Channel
35.7
8
Eagles WIP-FM CBS Radio
34.8
9
Lions WXYT-FM CBS Radio
34.4
10
Patriots WBZ-FM CBS Radio
33.9
     
RK
TEAM FLAGSHIP STATION OWNER
AVG. GAME
AUDIENCE
1
Bears WCFS-FM/WBBM-AM CBS Radio
626,900
2
Giants WFAN-FM/AM CBS Radio
402,000
3
Eagles WIP-FM CBS Radio
345,000
4
Jets WEPN-AM ESPN
322,600
5
Vikings KFAN-FM Clear Channel
284,600
6
Lions WXYT-FM CBS Radio
282,400
7t
Texans KILT-FM/AM CBS Radio
276,800
7t
Patriots WBZ-FM CBS Radio
276,800
9
Steelers WDVE-FM/WBGG-AM Clear Channel
229,000
10
Seahawks KIRO-FM/AM Bonneville
226,600
       

NOTES: Data gathered via Arbitron’s PPM service device, which is worn like a pager. It detects encoded audio tones within a station’s audio stream, logging each time that it finds such a signal. The service was introduced in ‘07 as a way to eliminate the decades-old handwritten diary system. Unlike other major league team sports, the majority of NFL flagship stations are on the FM dial. Only five NFL franchises have an AM-only flagship in their market. Seven teams can be heard only on FM, while the other twenty have an AM/FM simulcast in their home city.
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