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Arbitron: Penguins Get Radio 'Hat Trick'

6-27-13

Arbitron has, for the first time, compiled averages for the National Hockey League's regular season. The Pittsburgh Penguins, flagship station WXDX-FM, were the share leaders, with an average game share among men 25-54 of 33.3. Arbitron's notes on the numbers point out that the Penguins have a "hat trick," with a  "strong FM flagship geared to a younger NHL-focused audience, successful franchise on the ice, and a fan base rooted in the community for generations."

Other leaders in average game share among men 25-54 were, Arbitron reports, the St. Louis Blues (flagship KMOX) at a 12.6 share; the Blackhawks (flagship WGN), 12.2; the Boston Bruins (WBZ), 11.7, and the Detroit Red Wings (WXYT), 9.1. On the low end were the Anaheim Ducks (KLAA), averaging an 0.4 share with men 25-54, the Colorado Avalanche (KRWZ), 0.6, and the Los Angeles Kings (KTLK), also 0.6. The New York Islanders, whose flagship is noncomm WRHU-FM, drew an 0.1 average share.

The Blackhawks, who of course won the Stanley Cup earlier this week, were the leaders in average persons 6+ cume this season, drawing 129,800, while the Islanders drew 2,000.The P6+ cume leaders also included the Penguins (averaging 91,500 per game), the Bruins (72,900), the Philadelphia Flyers (51,500; flagship WPEN-FM), and the St. Louis Blues (51,200). At the other end of the scale, the Florida Panthers (WQAM) drew an average of 6,300, while the Phoenix Coyotes (KGME) attracted 7,900.

 Arbitron noted that most games are at night, especially for East Coast and Midwest teams, making comparisons with Major League Baseball or the NFL unfair. But Arbitron pointed out that nonethelesss, "for many markets, when hockey was on, it was a large destination for men on the radio."

The notes also point out that hockey tends to get bumped for other sports, saying, "Who they get bumped to makes a world of difference." Blackhawks flagship WGN-AM now bumps stations to WLUP, "a much stronger radio station, one their fans were familiar with. The result -- people moved to that station."



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