Nielsen survey suggests that this year will follow suit.
Sports radio, lifted by higher-than-ever levels of interest in the NFL, matched last January’s 5.1% share among all listeners 6 and older. The annual rise in sports listening typically begins in the fall with the kick-off of college and professional football, the MLB postseason, and culminates in early February with the NFL playoffs.
But January’s headline is that News/Talk registered its highest marks for listener share in several years, no doubt driven by the ongoing drama of the presidential campaigns and primary season now in full swing.
News/Talk jumped more than a full share-point from the holidays to January among all listeners (6+) (8.6% to 9.7%). And listener share among listeners 18-34 and 25-54, two key groups for marketers, increased by 14%. The listener share among persons 18-34 increased to 4.1% from 3.6%, while the share among listeners 25-54 jumped to 6.7% from 5.9%. In fact, January’s 4.1% share rating among Millennials is the format’s best showing since November 2012, the last U.S. presidential election.