SBD/May 22, 2013/Research and Ratings

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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