The Infinite Dial Sports Talk Edition #infinitedial Methodology Overview • In January/February 2014, Edison Research conducted a national telephone survey of 2,023 people aged 12 and older, using random digit dialing techniques. • Survey offered in both English and Spanish languages. • Both landlines and cell phones were called. • Data weighted to national 12+ population figures. • This is the 22 nd study in the series dating to 1998. • These studies provide estimates of digital platforms and their impact on the media landscape based on self-reported consumer behaviors and attitudes. © 2014 Edison Research and Triton Digital Who are Sports Radio Listeners? “Have you listened to any Sports talk, including sports news, opinions and commentary – on any AM or FM radio station, on satellite radio or an online radio station – for more than one hour in the last month?” Sports Talk Monthly Listeners 28% Not Sports Talk Monthly Listeners 72% © 2014 Edison Research and Triton Digital Who are Sports Radio Listeners? “Have you listened to any Sports talk, including sports news, opinions and commentary – on any AM or FM radio station, on satellite radio or an online radio station – for more than one hour in the last month?” Women 37% Age 55+ Age 25-54 34% 50% Men 63% Age 12-24 16% © 2014 Edison Research and Triton Digital Who are Sports Radio Listeners? “Have you listened to any Sports talk, including sports news, opinions and commentary – on any AM or FM radio station, on satellite radio or an online radio station – for more than one hour in the last month?” White/Other 69% African- American 13% Hispanic 18% © 2014 Edison Research and Triton Digital Part of Radio’s Challenge – Americans don’t wake up to it any longer “Which one of the following do you do most often at home in the morning?” 12+ Sports Talk Listeners Television 35% Television 38% Radio Radio Internet on a 19% 18% desktop/laptop Internet on a computer desktop/laptop 13% computer 12% Don't Don't Internet on a Know/Other Internet on a Know/Other cell phone cell phone 7% Printed 10% Printed 16% 11% newspaper newspaper 13% 8% © 2014 Edison Research and Triton Digital While Sports Radio fans are more likely to have a radio in their bedroom, 3/4ths have a TV “In your bedroom, do you have a…?” 68% Television 75% 50% Radio 60% 12+ 36% Sports Talk Listeners Desktop/Laptop computer 36% © 2014 Edison Research and Triton Digital The Device that is Changing Everything – The Smartphone % Who Own a Smartphone 61% 63% 12+ Sports Talk Listeners © 2014 Edison Research and Triton Digital Even though your content is unique, Sports Talk listeners are more likely to consume Online Radio % Listened to Online Radio in Last Month 47% 50% 12+ Sports Talk Listeners Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet © 2014 Edison Research and Triton Digital Four-in-ten Sports Talk Listeners Consume Online Radio Weekly % Listened to Online Radio in Last Week 36% 39% 12+ Sports Talk Listeners Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet © 2014 Edison Research and Triton Digital Sports Talk Fans are Slightly More Likely to be Familiar with Podcasting % Familiar with Podcasting 52% 48% 12+ Sports Talk Listeners © 2014 Edison Research and Triton Digital One-third of Sports Talk Fans have Ever Listened to a Podcast % Who Have Ever Listened to an Audio Podcast 34% 30% 12+ Sports Talk Listeners © 2014 Edison Research and Triton Digital Sports Talk Fans are Significantly More Likely to Subscribe to SiriusXM Satellite Radio “Do you currently subscribe to SiriusXM Satellite Radio?” 12+ Sports Talk Listeners Yes Yes 21% 15% No No 85% 79% © 2014 Edison Research and Triton Digital Don’t Doubt Facebook’s Importance in Your Space % Using Each Social Networking Site/Service Have personal profile on Facebook 58% 56% 19% Have personal profile on LinkedIn 22% Have personal account on Instagram 19% 16% Have personal profile on Google+ 17% 18% Ever use Twitter 16% 18% 12+ Have Pinboard on Pinterest 13% 10% Sports Talk Listeners Ever use Snapchat 13% 8% Have personal profile on MySpace 10% 9% Ever use Vine 9% 9% Have personal account on Tumblr 6% 5% © 2014 Edison Research and Triton Digital Twitter, for all its fame, is not actively used by many… “Do you ever post status updates to Twitter?” Yes 9% No 91% Base: Monthly Sports Talk Radio Listeners © 2014 Edison Research and Triton Digital … But People Hear about Tweets Constantly “How often do you hear about Twitter feeds, commonly called tweets, through traditional media outlets such as TV, radio, newspapers or Websites other than Twitter?” Regularly but not Daily 19% Almost Every Sometimes Day 10% 50% Rarely 5% Never 6% Don't Know 10% Base: Monthly Sports Talk Radio Listeners © 2014 Edison Research and Triton Digital Radio Listeners ‘Get’ Time Shifting, Even if Radio hasn’t Made it Easy (yet) “How interested would you be in the ability to listen to your favorite AM/FM radio personalities and programs over the Internet on-demand? 12+ Population Sports Talk Listeners Somewhat Interested Somewhat 31% Interested 33% Very Interested Very Interested Not Very 22% 19% Interested 15% Not Very Interested 13% Don't Know Don't Know 3% 2% Not At All Not At All Interested Interested 32% 30% Base: Weekly Online Radio Listeners © 2014 Edison Research and Triton Digital Sports Talk Listeners are interested in all this stuff % Aware of… 70% Pandora 72% 48% iHeartRadio 49% 47% iTunes Radio 46% 40% Rhapsody 41% 28% Spotify 26% 24% Google Play All Access 28% 14% 12+ Slacker 16% 14% Sports Talk Listeners Radio.com 16% 10% TuneIn Radio 11% 8% Last.fm 7% 5% Rdio 4% 5% Songza 5% 3% Stitcher 4% © 2014 Edison Research and Triton Digital Sports Talk Listeners are MORE likely to have consumed content from Online Radio Brands % Who Listened in Last Month to… Pandora 31% 35% iHeartRadio 9% 12% iTunes Radio 8% 7% Spotify 6% 7% 12+ Google Play All Access 3% Sports Talk Listeners 3% Rhapsody 2% 3% Slacker 2% 2% TuneIn Radio 2% 3% © 2014 Edison Research and Triton Digital Nearly a Quarter of Sports Talk Smartphone Users have Downloaded the ESPN Radio App % of Smartphone Owners Who Report Having Downloaded Each App to Their Smartphone 50% Pandora 56% 16% iHeartRadio 21% 11% AM/FM Station App 16% 10% ESPN Radio 23% Spotify 9% 9% 12+ 4% Google Play All Access 4% Sports Talk Listeners 4% SiriusXM 7% 4% Slacker 3% 3% TuneIn Radio 4% 3% Rhapsody 4% © 2014 Edison Research and Triton Digital The Car – It’s Kind of a Big Deal % of Cell Phone Owners By Age Group Who Have Ever Listened to Online Radio in a Car by Listening to the Stream From a Cell Phone Connected to a Car Audio System 30% 26% 12+ Sports Talk Listeners Base: Own a Cell Phone Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet © 2014 Edison Research and Triton Digital Boy, that Escalated Quickly % With an In-Dash Information/Entertainment System in Primary Car 12% 8% 18+ Sports Talk Listeners Base: Driven/Ridden in Car in Last Month, age 18+ © 2014 Edison Research and Triton Digital Tell Your Hosts to STOP TALKING POLITICS! “When it comes to politics, do you usually think of yourself as a…?” 18+ Population Sports Talk Listeners Republican Republican 19% Democrat 33% 22% Democrat 28% Independent 22% Independent 22% Don't Don't Something Know/Refused Something Know/Refused Else 12% Else 17% 14% 11% Base: Age 18+ © 2014 Edison Research and Triton Digital Observations • Mobile devices are rewiring behavior extremely quickly • You need a complete plan to stay competitive in that environment • Especially to remain viable among younger sports fans • While you are better protected than music radio, competition is increasing across platforms and contexts © 2014 Edison Research and Triton Digital For a freeOnline copy of this reportDigital visit: and Media Landscape Radio edisonresearch.com The Infinite Dial Internet Access and Contact: [email protected] 2014 Digital Household Trends #infinitedial © 2014 Edison Research and Triton Digital.