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Millennial Sports Radio Demographics

Goals

To identify whether millennials listen to sports on terrestrial radio or streaming, and their demographics.

Early Findings

  • According to Nielson, the Average Quarter-Hour (AQH) share of sports radio listeners aged 18-34 in 2017 (Nov) was 4.3%. (AHQ refers to "the average number of persons listening to a particular station for at least five minutes during a 15-minute period").

AGE

  • Overall, the third-highest age demographic of sports radio include listeners aged 35-44 (behind older generations) with a 19% share. From this information we can assume that older millennials are more likely to be a sports radio listener compared to younger millennials.
  • Another report from Nielson shows that out of the millennial (18-34) demographic that listens to all- sports radio, 5.9% live on their own, 4.5% are starting a family, and 3.3% are dependent adults.
  • According to Statista, 20.44% of the listeners of sports radio programs were aged 30-49 while 15.07% were aged 18-29.

Gender

  • In terms of gender, sports radio listeners are more likely to be male, 86% for streaming sports compared to 85% on-air.

Income & Education

  • There is insufficient information available on millennials specifically. However, according to Capitol Media Solutions, "Sports radio listeners are the most well-educated, affluent radio audience."
  • Overall (not limited to millennials), 45% of sports radio listeners are college-educated while 55% have an income above $75,000.

Ethnicity

  • While there is limited information on the ethnicity of millennial sports radio channels specifically, Radio Business Report states that 64.9% of overall sports radio listeners are White/Caucasian.

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