The Major League Baseball postseason is in full swing, and there’s a good chance baseball fans are going to catch some or all of a game on the radio.
Katz Radio Group published its Sound Answers study, which surveyed 800 MLB fans nationwide last week, and found that the overwhelming majority of respondents who follow the sport, teams, and players feel that radio broadcasts are a good way to catch the game on the go. 91% to be specific.
Additionally, 87% of respondents felt that the local radio broadcasters of the teams they support do a great job calling the game.
76% said they listen to broadcasts on the radio at least once a week or more.
Of the 800 fans surveyed, 42% said they’d call themselves a big fan of baseball. And of that 42%, 59% said they listened to games on the radio. 40% said they attended one game or more in person, and of those 40%, 57% were MLB radio listeners.
Over half the respondents (51%) said they watched a game at a bar or restaurant, and 69% of those fans were MLB radio listeners.
“Radio is available on-the-go, reaching fans where and when TV cannot,” the report stated. “And regardless of where they are, they don’t seem to feel like they are missing out on the experience, as listeners overwhelmingly acknowledge that their favorite team’s radio announcing crew does a great job calling the game.
There’s a ton of insight in the report about how those who tune in to baseball on the radio are way more likely to be engaged with brands who advertise on those game broadcasts.
“Play-by-play listeners are engaged with all aspects of the MLB, including the advertisers they hear on-air during games,” the report stated. “Radio is a homerun for advertisers throughout the regular season and postseason, delivering loyal and active MLB fans across the country. Reaching consumers on the go, where TV cannot, radio offers new opportunities for brands to connect with receptive MLB fans.”
