The Boys of Summer help radio stations add ratings share during the summer months as loyal fans flock to their team’s flagship to follow the action. For advertisers, it’s an opportunity to reach some of the most engaged, and active audiences in all of baseball. Katz Radio Group’s latest analysis of MRI-Simmons data finds that consumers who listen to Major League Baseball broadcasts on the radio are super passionate and loyal to their teams, at levels far higher than the average MLB fan.
Nearly two thirds (62%) consider themselves “super fans” of baseball, 58% higher than the average. More than one third (34%) recently purchased clothing/apparel that features their favorite team, and 27% have visited a ballpark in the past year, both behaviors at levels well above the average fan.
The analysis of MRI-Simmons data shows MLB listeners have deep pockets and spending power. Two thirds (66%) of listeners are currently employed, with a median household income greater than $106,000. Their median household net worth, the total of all their assets, is $376,000 which is 8% above the MLB fan average. Play-by-play listeners are more likely to participate in online sports gambling, too. They are 106% more likely to play fantasy baseball and 34% more prone to place a sports bet than the average MLB fan.
“Play-by-play is a home run for advertisers, delivering loyal, engaged audiences in local markets across the U.S.,” Katz says in posting on its Sound Answers blog. “Not only are advertisers reaching some of the most desirable prospects in the country, they are linking themselves with locally embedded teams and gaining the opportunity to have their brand names mentioned alongside consumers' favorite brand: the home team.”