SBD/May 22, 2013/Research and Ratings

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  • Data Shows Brewers Led MLB Opening Day Radio Broadcasts Among Males 25-54

    The Brewers led all MLB teams this year in the percentage of male listeners (40.8%) ages 25-54 who were listening to radio in the home market and tuned into the team's Opening Day game for at least five minutes, according to data from Arbitron. The Brewers have seen gains over the past two seasons in the Opening Day demo. The Red Sox, Pirates and Giants were also among teams seeing gains in recent years. Among station owners, CBS and Clear Channel each had three stations rank in the top 10 in this demo. Looking to data on teams in total listeners ages 6+ who listened to an Opening Day game on radio for at least five minutes, the Yankees -- not surprisingly -- topped all teams. However, the club has seen its listener numbers on Opening Day decline each of the past two seasons. CBS had four of the top 10 stations in this demo.

    Percentage Of Male Listeners Ages 25-54 Who Were Listening To Radio
    And Tuned Into An Opening Day Game For At Least Five Minutes
    RK
    TEAM STATION OWNER
    '13
    '12
    '11
    1
    Brewers WTMJ Journal
    40.8%
    36.3%
    18.2%
    2
    Reds WLW Clear Channel
    36.1%
    36.4%
    40.2%
    3
    Cardinals KMOX CBS
    26.3%*
    17.3%
    19.1%*
    4
    Red Sox WEEI-FM Entercom
    23.7%
    23.1%
    14.5%
    5
    Pirates KDKA-FM CBS
    23.2%
    18.9%
    18.6%
    6
    Royals KCSP Entercom
    22.1%
    12.0%
    n/a
    7
    Indians WTAM Clear Channel
    20.9%*
    29.0%
    31.1%
    8
    Giants KNBR Cumulus
    15.8%
    14.2%
    13.7%
    9
    Tigers WXYT/WXYT-FM CBS
    15.0%
    40.6%
    33.3%
    10
    Rockies KOA Clear Channel
    14.0%
    7.6%
    n/a
         
    Listeners Ages 6+ Who Listened To An Opening Day MLB Game On Radio For At Least Five Minutes
    RK
    TEAM STATION OWNER
    '13
    '12
    '11
    1
    Yankees WCBS CBS
    581,500
    684,600
    740,400
    2
    Reds WLW Clear Channel
    343,600
    243,300
    307,500
    3
    Mets WFAN CBS
    264,900
    377,700
    222,300*
    4
    Tigers WXYT/WXYT-FM CBS
    260,800
    509,500
    352,300
    5
    Cubs WGN Tribune
    257,000
    433,200
    495,700
    6
    Giants KNBR Cumulus
    244,100
    247,500
    306,800
    7
    Red Sox WEEI-FM Entercom
    241,800
    265,400
    261,900
    8
    White Sox WSCR Clear Channel
    239,300
    n/a
    n/a
    9
    Brewers WTMJ Journal
    184,000
    221,800
    147,100
    10
    Phillies WIP-FM/WPHT CBS
    153,000*
    323,500
    254,200

    NOTES: Stations listed are AM frequency unless noted. Tigers and Phillies games are simulcast on two stations. Audience for each season affected by a number of factors, including opponent and free digital/linear trial packages. * = night game.

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