Indy Radio: Emmis Takes Ratings Hit During Indy 500

Radio ratings for this year’s Indianapolis 500 didn’t exactly hit the wall, but they certainly brushed the barrier and scrubbed some serious speed.

The Indy Business Journal reports overall listener numbers and those in the important 25-to-54 age range for May's race airing on four Emmis Communications stations decreased significantly from last year’s race.

The dent in radio ratings was likely caused by an 11th hour decision by the Indianapolis Motor Speedway to air the race—the 100th running—live on television in the Indianapolis market for the first time since 1950. The race, which was televised nationally on ABC and locally on WRTV-TV Channel 6, was viewed by more than 350,000 central Indiana households, according to New York-based Nielsen Media Research.

The race was held May 29, and this month Nielsen released radio listenership numbers for the event.

The race aired locally on Emmis stations SoftAC WYXB 105.7 FM, N/T WIBC 93.1 FM, Country WLHK 97.1 HankFM and Sports WFNU 1070 AM / W228CX 93.5 FM The Fan.  In the 25-to-54 demographic, the race (noon to 4 p.m.) earned a 39.2 share. That means 39.2 percent of the people listening to radio at the time in that demographic were tuned into the race. That’s down from last year’s 58 share, according to Nielsen.

Despite the decline, the race remains “by far and away” the most listened-to radio event in the market, said Bob Richards, Emmis vice president of programming. This year’s Indy 500’s share was still about five times the size of a strong drive-time radio program.

Still, the race’s radio listening audience fell way short of Emmis’ earlier expectations