Arbitron Webinar Looks At PPM Numbers For Play-By-Play Sports On Radio
April 26, 2012 at 12:17 PM (PT)
ARBITRON's webinar on "Buying Play-by-Play Sports on Radio" presented findings from the last five years of research using PPM data about sports play-by-play, including how success (and failure) on the field make a clear impact on radio ratings, demonstrated using numbers from baseball and football; the impact of a team's success and failure within a single season on the ratings (using the PITTSBURGH PIRATES' rollercoaster 2011 season as an example); and the "gold mine" of playoffs (PHILADELPHIA, TEXAS, and ST. LOUIS shown in baseball, the SAN JOSE SHARKS in hockey) and how the first game of the NFL playoffs tends to have higher than average numbers that drop off in subsequent rounds as TV becomes more of a factor.
Other interesting findings: The SUPER BOWL "remains a television event," with less impact on radio; television blackouts sharply boost radio ratings; night football draws far lower radio audiences relative to day games; the effect of having games on FM indicates a strong jump in cume in some cases but doesn't alone guarantee a boost (the OAKLAND A's are roughly flat moving from AM to FM, the BALTIMORE ORIOLES are also flat moving from FM to AM); and games bumped from the flagship station see cumes plummet.
The study also looked at qualitative numbers, showing major league baseball and NFL football doing very well among those with more education and higher incomes, and RICHARD GRIFFITH presented the background of how reliable the ratings are, discussing the concept of confidence intervals.