As consumer’s listening habits continue to modernize, terrestrial radio and live sporting events remain a large draw.
How much play-by-play and what live sporting events should be carried are decisions that are often debated by radio stations. According to ESPN, a recent study by Nielsen shows 22.3 million listeners tuned into live sporting events on terrestrial ESPN radio during a less than five-month span.
“ESPN Radio’s live events are at the core of what makes it so valuable to our advertisers,” said John Fitzgerald, ESPN vice president, multimedia sales. “This study has shown that once again our unparalleled lineup of marquee matchups continues to grow our audience nationally and increase the reach of ESPN Radio.”
From August 30, 2018 to January 17, 2019, 22.3 million fans, which represent 9.2% of the American population (P12+) consumed live sports on ESPN’s terrestrial radio airwaves. Included in those live sporting events are College Football, MLB, NBA and the NFL.
The results also showed the total audience built significantly week to week as the schedules progressed. Major events such as the College Football Playoff and Major League Baseball’s World Series occurred during the sampled time period.