Study highlights demand for radio broadcast coverage of NFL games
Dial Global (NASDAQ: DIAL), announced today that 23.1 million people tuned in to hear the radio broadcast of Super Bowl XLVI on Sunday, February 5, 2012 featuring the New York Giants and the New England Patriots. Dial Global commissioned the study from Edison Research, designed to accurately measure the number of people that tuned in to hear Super Bowl XLVI broadcasts and make this information available within two days of the event’s conclusion.
The survey found that listeners accessed the live broadcast in multiple listening environments, including the home, while driving, at work and other locations, on over 680 stations nationwide.
The national survey was conducted via live telephone interviews on February 6, 2012, following the Giants 21-17 victory over the Patriots. The game, which wasn’t decided until the final play, marked the second time in four years that the Giants topped the Patriots in the Super Bowl. For exclusive player interviews, radio broadcast highlights and photos from the field after the final whistle, visit www.dialglobalsports.com.
“We are again excited, but not surprised, to see that our research findings highlight the strength of the Dial Global brand and the ongoing demand for radio broadcast coverage of live sporting events,” said David Landau, Co-President CEO of Dial Global. “Dial Global is committed to showcasing the value of our content and exemplifying our commitment to being the most innovative, service focused company in the industry while supporting our affiliates and advertisers.”
Broadcasting nearly 100 NFL games, exclusive NFL primetime games, the Playoffs and the Super Bowl, Dial Global commissioned the Super Bowl study following the results of their initial research during the Baltimore Ravens vs. New England Patriots (AFC Championship) and New York Giants vs. San Francisco Forty-Niners (NFC Championship) games on Sunday, January 22, 2012, which found that 22.9 million Americans listened to radio broadcast coverage of these two live NFL events.
“Given the popularity of The Super Bowl as ‘television’s ultimate event’ where people actually look forward to the commercials and the halftime show, the number of radio listeners may come as a surprise to those who are not familiar with the significant reach of broadcast radio. We are excited that our ongoing research continues to highlight the power of radio,” said Larry Rosin, Edison President.
Dial Global’s NFL listener research highlights the continued demand for radio broadcast coverage of live events, including live sporting events. Dial Global is the network radio home to some of the biggest, most widely-followed sports in America including: NFL Football, NCAA Football, NCAA Basketball and The Final Four, The Masters Tournament, MRN/NASCAR Radio and the 2012 Olympic Summer Games in London.
How the survey was conducted
Edison Research conducted a national telephone survey of 914 people. Interviews for this study of Americans age 12 and older were performed on February 6, 2012. The study asked respondents a series of questions about their previous day’s media usage including listening to any part of the Super Bowl radio broadcasts. Households were selected randomly to participate in the study from phone numbers provided by Survey Sampling International. The final results of the national sample have been weighted by age, sex, ethnicity and geographic region to match current U.S. Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full sample will differ by three percentage points in either direction from what would have been obtained by attempting to interview all persons age 12 and older.
About Dial Global
Dial Global (NASDAQ: DIAL) is a diverse radio programming and advertising sales company that provides vital content and services to more than 8,500 radio stations throughout the United States. Dial Global produces and/or distributes over 200 news, sports, music, talk and entertainment radio programs, services and digital applications, as well as audio content from live events. The company also produces the Dial Global 24/7 turnkey music formats as well as prep services, jingles and imaging. In addition, Dial Global serves as the largest sales representative for independent third party providers of audio content. For more information, visit www.dialglobal.com.
About Edison Research
Edison Research conducts market research, survey research and exit polling, providing strategic information for businesses, governments and media organizations worldwide. Edison Research has been the sole provider of election exit poll information to the six major news organizations – ABC, CBS, CNN, FOX, NBC and the Associated Press – since 2003. Edison Research works with many of the largest American radio-related companies, including Entercom, Clear Channel, CBS Radio, Bonneville, Pandora and Dial Global; and also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Voice of America, AMC Theatres and ZenithOptimedia. Edison also conducts strategic research for successful media companies in South America, Europe, Africa and Asia. For more information or a complete methods statement contact Edisonvia www.edisonresearch.com.
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