Arbitron-ESPN Study Looks At Multiplatform Usage Of 'Mike And Mike'
August 9, 2012 at 4:45 AM (PT)
An ARBITRON-ESPN study of consumption of the ESPN RADIO-ESPN2 morning show "MIKE AND MIKE IN THE MORNING" showed most fans listening to the show on radio or watching on TV, but those using both spending "much more time" with the show.
Among the study's findings were that the show cumed 4.7 million weekly in NOVEMBER 2011 through APRIL 2012, with radio delivering 2.3 million exclusive weekly listeners, cable adding 1.6 million exclusive viewers, and 800,000 using both radio and TV. Dual media users were 17% of the audience but responsible for 28% of weekly usage.
"This study demonstrates once again that cross media consumption is not a zero-sum proposition," said ESPN VP of Integrated Media Research GLENN ENOCH. "Fans choose the best available media platform based on where they find themselves throughout the day, which leads to increased reach and consumption of ESPN content whether on TV, radio, Internet, mobile, or print."
"The ARBITRON Portable People Meter service is the premiere ratings service that can deliver reliable estimates of unduplicated audience that a multi-platform show like MIKE AND MIKE IN THE MORNING can deliver," said ARBITRON EVP, Service Innovation and Chief Research Officer GLENN LINDNER. "By metering the person and not the media distribution device with a portable, passive and personal methodology, ARBITRON is in a unique position to provide advertisers, agencies and the media with the insights that can help the industry make the most of their cross-platform options."