Arbitron Dolphins Study Shows "Audience Engagement"
March 22, 2006 at 11:18 AM (PT)
The study only measures one team, one market, and one station, but an ARBITRON custom report purports to show that live sports broadcasts "generate a superior level of audience engagement."
The study, created for Sports WAXY-A (790 THE TICKET)/MIAMI for MIAMI DOLPHINS football broadcasts, showed that listeners are "are more likely to stay turned in during a commercial break while listening to a MIAMI DOLPHINS game than during regular programming" and claims 1 in 4 adults 18+ in the market listened to a DOLPHINS game during the season. The study also asserts that over half of the listeners have a "more positive response to advertisers who support their local team" and that game attendance is reinforced by radio.