
The latest numbers from Nielsen show that radio listenership for Major League Baseball is more than just holding its own.
In fact, says Senior VP John Snyder, the overall numbers are “incredibly strong,” with the 29 U.S. teams located in PPM markets collectively averaging an 8.9 share Persons 6+. In addition, 59% of stations are over a 5 share, and more than 40% of teams have a double-digit 6+ share. Just under half of the 29 teams deliver 50,000 listeners per average game, the data showed.
Snyder said one factor juicing the results that he found interesting is that more teams are turning back the clock.
“More and more teams are moving their start time up,” he tells Inside Radio. “I think what’s happening is the TV revenue isn’t as high as it once was, thus it makes more sense to start the games earlier and drive more revenue through the concession sales. By starting the game earlier they are missing out on TV viewing but getting more radio. Also, lots of the teams that are doing this are in smaller markets where traffic isn’t out of control.”
Among other numbers shared by Snyder:
Top 10 Of ’24 So Far (P6+ Share): Cleveland Guardians (27.5); Milwaukee Brewers (19.2); Cincinnati Reds (18.8); Philadelphia Phillies (18.5); Pittsburgh Pirates (18); St. Louis Cardinals (15.1); Baltimore Orioles (14.6); Detroit Tigers (14.4); Atlanta Braves (12.7); Kansas City Royals (12.3).
It pays to be a winner: According to Nielsen, the top 5 teams based on P 6+ share are 59 games over .500, while the top 10 teams are 97 games over .500. Meanwhile, the bottom five teams based on P6+ share are 112 games under .500.
Top teams for cume: Philadelphia, first place in the National League East with a soaring 62-34 start, and the New York Yankees are the only teams averaging more than 100,000.
P6+ Cume Persons: Phillies (141,100); Yankees (101,000); Tigers (98,300); San Francisco Giants (81,400); Los Angeles Dodgers (78,500).
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