The number of sports radio stations grew every year from ’02-10, according to an analysis of Arbitron data. In ’02, there were 413 stations which were dedicated to sports, while in ’10, that figure jumped to 634. The ’10 figure translated to a 3.4% market share for sports radio stations. Sports radio also slanted heavily male, with 74% of listeners in the demo, according to data from Scarborough Sports Marketing. The average age of sports radio listeners was 48, making it one of the oldest listener bases in all of radio. Only around 18% of males 18-34 said they were listeners of sports radio, but that figure jumped to 44% for males 18-49.
FRANCHISES: Among teams in the big four U.S. leagues, Clear Channel controls the radio rights to the most clubs at 16, followed by CBS Radio with 13. Also in the top five are Entercom (7), ABC Radio (5) and Bell Media (5). According to data from radio industry analyst BIA/Kelsey, CBS Radio’s WFAN in N.Y. was the top-billing station in ’10, with rights to the Mets, Nets, NFL Giants and Devils. WEEI in Boston ranked second (THE DAILY).
| ARBITRON SPORTS RADIO DATA |
| YEAR | # OF SPORTS RADIO STATIONS | SPORTS RADIO MARKET SHARE |
| '10 | 634 | 3.4% |
| '09 | 587 | 3.2% |
| '08 | 547 | 2.5% |
| '07 | 530 | 2.3% |
| '06 | 520 | 2.2% |
| '05 | 500 | 2.1% |
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| SCARBOROUGH SPORTS MARKETING:
SPORTS RADIO MALE DEMO BREAKDOWN |
| MALE DEMO | % |
| 18-34 | 17.9% |
| 18-49 | 44.3% |
| 21-34 | 16.3% |
| 21-49 | 42.7% |
| 21-54 | 51.9% |
| 25-49 | 40.7% |
| 25-54 | 49.8% |
