ESPN Audio circulated a press release Wednesday that said the network’s national radio talk shows, live events, local radio stations, and podcasting account for nearly half (46%) of all sports radio listenership in the U.S. ESPN says that was the conclusion of Edison’s 2017 “Share of Ear” survey. And most are listening through their radios.
Edison President Larry Rosin said, “ESPN consistently remains a major player in sports listening, reaching nearly one-fifth of Americans every week through their audio content – broadcast radio, satellite radio, streaming, and podcasts.”
According to the Edison Research survey, among ESPN Audio listeners, 71% listened on terrestrial AM/FM radio, the highest percentage. Forty-six percent of listeners said that they listened via streaming audio, while 26% used SiriusXM and 25% listened to podcasts. The reason those numbers add up to more than 100% is because some users could cite multiple choices. ESPN also says time spent listening climbed in 2017 for all four platforms.
“ESPN provides premium voices and premium sporting events across as many devices as possible, so it’s exciting to see that sports fans spend half their time with us,” said John Fitzgerald, vice president, multimedia sales ESPN Audio. “In a fragmented media world SHARE matters. We work diligently with our advertisers to use that to drive performance for their brands and will continue to look for ways to engage with sports fans and their consumers.”
Edison’s Share of Ear survey, of Americans ages 13 and older, measures their time spent listening to audio sources. The study is conducted quarterly, and the most recent report was conducted November 9-21, 2017. It included 2,169 respondents (in English and Spanish). Respondents were asked to complete a 24-hour diary recording their audio listening on an assigned day, with data collected both online and offline.