KLAS ESPN Report - KLAS Sports Radio

KLAS ESPN Report
October 08, 2015
1
Methodology




Brought to you by Marketing Strategy Limited, The Jamaican Consumer Pulse is an Omnibus survey, which
allows you to cost-effectively hear from a representative sample of the Jamaican population, 15 years and
over.
Survey was conducted using face-to-face interviews in households in every parish island-wide.
Sample size = 813 people, 15 – 64yrs.
Fieldwork was conducted in August – September 2015.
National Profile
30%
15-24 yrs
10%
30%
23%
Male 50%
High SE
13%
North
15%
West
29%
Central
Middle SE
25-34 yrs
Female 50%
20%
7%
35-44 yrs
45-54 yrs
60%
37%
16%
East
Low SE
KMA
55-64 yrs
11%
Age Group
SE Level
Location
1
Final Sample Profile

The final sample of n = 813 respondents, closely reflects the demographics of the national sample. No
variable deviated by more than +/-3% of target.
Profile of Sample
30%
15-24 yrs
8%
High SE
11%
North
13%
29%
West
Middle SE
23%
Male 49%
25-34 yrs
30%
Female 51%
20%
7%
35-44 yrs
62%
45-54 yrs
East
Low SE
39%
15%
Central
KMA
55-64 yrs
11%
Age Group
SE Level
Location
2
Your Detailed Results
3
Incidence of Sports Enthusiasts
Do you consider yourself to be a sports enthusiast or fan?
No
31%
Yes
69%
4
8
Profile of Sports Enthusiasts or Fans
Demographics
Sports Enthusiasts/Fans
Non-Sports
Enthusiasts/Fans
Overall Sample
59%
41%
28%
72%
49%
51%
30%
21%
20%
17%
12%
30%
27%
20%
12%
11%
30%
23%
20%
15%
12%
8%
29%
63%
9%
31%
60%
8%
30%
62%
41%
59%
565
36%
64%
248
39%
61%
813
Gender
Male
Female
Age
15-24 yrs
25-34 yrs
35-44 yrs
45-54 yrs
55-64 yrs
Socio-Economic Level
High (AB)
Middle (C1C2)
Low (DE)
Region
KMA
Outside KMA
Base
5
9
Most Popular Sports
Most Popular Sports
Football
58%
Track & Field
53%
Cricket
26%
Netball
10%
NBA Basketball
10%
Horse Racing
3%
Tennis
2%
National Football League
2%
Boxing
1%
Swimming
1%
Motorsports
1%
Volleyball
1%
Other
2%
None
11%
0%
10%
20%
30%
40%
50%
60%
10
6
Most Popular Sports x Demographics
Demographics
Gender
Male
Female
Age
15-24 yrs
25-34 yrs
35-44 yrs
45-54 yrs
55-64 yrs
Socio-Economic Level
High (AB)
Middle (C1C2)
Low (DE)
Region
KMA
Outside KMA
Base
Football
Track & Field
Cricket
Netball
National
Basketball
Association
Overall
Sample
63%
37%
42%
58%
69%
31%
10%
90%
67%
33%
49%
51%
32%
24%
19%
14%
11%
27%
20%
21%
18%
13%
21%
17%
20%
20%
21%
45%
26%
14%
11%
4%
34%
25%
24%
8%
9%
30%
23%
20%
15%
12%
9%
28%
63%
10%
29%
61%
9%
32%
58%
17%
21%
35%
8%
37%
56%
8%
30%
62%
41%
59%
471
44%
56%
430
41%
59%
211
34%
66%
80
57%
43%
79
39%
61%
813
11
7
Jamaica’s Top Radio Station For Sports
Jamaica’s Top Radio Station For Sports
None
13%
IRIE FM
18%
KLAS ESPN Sports FM 89
12%
Dont Know
30%
RJR 94 FM
12%
Other
4%
Zip 103 FM
1%
HITZ 92 FM
10%
12
8
Radio Station Considered to be Jamaica’s #1 for Sports x
Demographics
IRIE FM
KLAS ESPN
Sports FM 89
RJR 94 FM
HITZ 92 FM
Zip 103 FM
Overall Sample
Male
63%
74%
45%
51%
75%
49%
Female
37%
26%
55%
49%
25%
51%
15-24 yrs
24%
28%
21%
31%
75%
30%
25-34 yrs
25%
19%
18%
28%
13%
23%
35-44 yrs
23%
18%
20%
26%
13%
20%
45-54 yrs
17%
16%
22%
11%
0%
15%
55-64 yrs
11%
18%
19%
4%
0%
12%
High (AB)
3%
10%
15%
10%
0%
8%
Middle (C1C2)
22%
36%
36%
31%
0%
30%
Low (DE)
75%
54%
49%
59%
100%
62%
KMA
31%
45%
43%
29%
88%
39%
Outside KMA
69%
55%
57%
71%
13%
61%
Base
148
98
95
80
8*
813
Demographics
Gender
Age
Socio-Economic Level
Region
* NB: Base is small, hence caution should be used in interpretation.
13
9
Radio Station Listened to for Continuous Sports Coverage
Radio Station Listened to for Continuous Sports Coverage
KLAS ESPN
Sports FM 89
15%
Irie FM
13%
Hitz 92 FM
8%
RJR 94 FM
7%
Nationwide
1%
None
59%
Other
3%
0%
10%
20%
30%
40%
50%
60%
14
10
Radio Station Listened to for Continuous Sports Coverage x
Demographics
KLAS ESPN Sports
FM 89
Irie FM
Hitz 92 FM
RJR 94 FM
Nationwide
Overall Sample
Male
72%
72%
51%
68%
33%
49%
Female
28%
28%
49%
32%
67%
51%
15-24 yrs
23%
29%
32%
20%
33%
30%
25-34 yrs
20%
16%
28%
11%
0%
23%
35-44 yrs
21%
27%
23%
27%
33%
20%
45-54 yrs
19%
17%
12%
21%
33%
15%
55-64 yrs
16%
11%
5%
21%
0%
12%
High (AB)
8%
3%
9%
14%
17%
8%
Middle (C1C2)
33%
20%
28%
36%
17%
30%
Low (DE)
59%
77%
63%
50%
67%
62%
KMA
50%
35%
38%
57%
83%
39%
Outside KMA
50%
65%
62%
43%
17%
61%
Base
118
105
65
56
6*
813
Demographics
Gender
Age
Socio-Economic Level
Region
* NB: Base is small, hence caution should be used in interpretation.
15
11
Sports Listened to on KLAS ESPN Sports FM 89
Sports Listened to on KLAS Sports FM 89
Football
19%
Track & Field
11%
Cricket
10%
Horse Racing
5%
NBA
Basketball
2%
National
Football
League
1%
None
70%
Other
1%
0%
10%
20%
30%
40%
50%
60%
70%
16
12
Sports Listened to on KLAS ESPN Sports FM 89 x Demographics
Demographics
National Basketball National Football
Association
League
Football
Track & Field
Cricket
Horse Racing
Overall Sample
Male
73%
57%
76%
84%
69%
75%
49%
Female
27%
43%
24%
16%
31%
25%
51%
15-24 yrs
33%
20%
13%
18%
62%
38%
30%
25-34 yrs
18%
22%
15%
11%
8%
50%
23%
35-44 yrs
23%
25%
24%
21%
15%
0%
20%
45-54 yrs
13%
20%
25%
16%
8%
0%
15%
55-64 yrs
13%
13%
23%
34%
8%
13%
12%
High (AB)
10%
9%
8%
8%
8%
25%
8%
Middle (C1C2)
24%
33%
26%
26%
62%
38%
30%
Low (DE)
65%
58%
65%
66%
31%
38%
62%
KMA
51%
50%
48%
50%
77%
63%
39%
Outside KMA
49%
50%
52%
50%
23%
38%
61%
Base
156
88
84
38
13 *
8*
813
Gender
Age
Socio-Economic Level
Region
* NB: Base is small, hence caution should be used in interpretation.
17
13
Favourite Sports Programmes on KLAS ESPN Sports FM 89
Favourite Sports Programmes on KLAS ESPN FM 89
Sports Desk
8%
Scoreboard
7%
KLAS Sports &
Lifestyle
4%
Horse Racing
Coverage
3%
Mike and Mike
2%
First Take
1%
The Herd
>1%
None/No
Favourite
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
14
18
Favourite Sports Programmes on KLAS ESPN Sports FM 89 x
Demographics
Sports Desk
Scoreboard
KLAS Sports &
Lifestyle
Horse Racing
Coverage
Mike and Mike
First Take
The Herd
Overall Sample
Male
76%
80%
78%
68%
70%
73%
50%
49%
Female
24%
20%
22%
32%
30%
27%
50%
51%
15-24 yrs
25%
29%
19%
12%
20%
36%
25%
30%
25-34 yrs
13%
16%
22%
28%
20%
9%
50%
23%
35-44 yrs
22%
21%
19%
20%
20%
27%
25%
20%
45-54 yrs
21%
16%
22%
16%
10%
0%
0%
15%
55-64 yrs
18%
18%
19%
24%
30%
27%
0%
12%
High (AB)
12%
13%
6%
8%
10%
0%
25%
8%
Middle (C1C2)
25%
32%
13%
16%
15%
18%
0%
30%
Low (DE)
63%
55%
81%
76%
75%
82%
75%
62%
KMA
48%
45%
59%
48%
55%
73%
50%
39%
Outside KMA
52%
55%
41%
52%
45%
27%
50%
61%
67
56
32
25
20
11 *
4*
813
Demographics
Gender
Age
Socio-Economic Level
Region
Base
* NB: Base is small, hence caution should be used in interpretation.
1915
Rating of KLAS ESPN Sports Programmes
Ratings of ESPN Sports Programmes
0%
10%
Mike and Mike
10%
First Take
5%
The Herd
4%
Excellent
20%
30%
40%
50%
16%
60%
70%
80%
53%
15%
5%
61%
8%
11%
14%
Good
Not Very Good
100%
17%
8%
58%
Very Good
90%
16%
Poor
2016
KLAS ESPN Programme Ratings x Demographics
Demographics
Mike & Mike
Overall Sample
Excellent/Very
Good
Good
Not Very
Good/Poor
Male
52%
80%
61%
49%
Female
48%
20%
39%
51%
15 - 24 yrs
24%
34%
11%
30%
25 - 34 yrs
19%
16%
17%
23%
35 - 44 yrs
33%
18%
39%
20%
45 - 54 yrs
19%
16%
6%
15%
55 - 64 yrs
5%
16%
28%
11%
High
0%
11%
6%
8%
Middle
43%
39%
39%
29%
Low
57%
50%
56%
62%
KMA
57%
50%
72%
39%
Outside KMA
43%
50%
28%
61%
21
44
18*
813
Gender
Age
Socio-Economic Level
Region
Base
* NB: Base is small, hence caution should be used in interpretation.
17 1
21
KLAS ESPN Programme Ratings x Demographics
Demographics
First Take
Overall Sample
Excellent/Very
Good
Good
Not Very
Good/Poor
Male
42%
71%
50%
49%
Female
58%
29%
50%
51%
15 - 24 yrs
50%
26%
8%
30%
25 - 34 yrs
17%
21%
17%
23%
35 - 44 yrs
17%
24%
50%
20%
45 - 54 yrs
8%
18%
8%
15%
55 - 64 yrs
8%
11%
17%
11%
High
0%
5%
0%
8%
Middle
17%
42%
42%
29%
Low
83%
53%
58%
62%
KMA
75%
63%
58%
39%
Outside KMA
25%
37%
42%
61%
Base
12*
38
12*
813
Gender
Age
Socio-Economic Level
Region
* NB: Base is small, hence caution should be used in interpretation.
18
22
KLAS ESPN Programme Ratings x Demographics
Demographics
The Herd
Overall Sample
Excellent/Very
Good
Good
Not Very
Good/Poor
Male
50%
59%
67%
49%
Female
50%
41%
33%
51%
15 - 24 yrs
67%
31%
7%
30%
25 - 34 yrs
0%
21%
13%
23%
35 - 44 yrs
17%
21%
47%
20%
45 - 54 yrs
17%
17%
20%
15%
55 - 64 yrs
0%
10%
13%
11%
High
17%
3%
0%
8%
Middle
17%
38%
33%
29%
Low
67%
59%
67%
62%
KMA
67%
62%
60%
39%
Outside KMA
33%
38%
40%
61%
6*
29
15*
813
Gender
Age
Socio-Economic Level
Region
Base
* NB: Base is small, hence caution should be used in interpretation.
19
23
Favourite Type of Music
What Type of Music Do You Enjoy Listening To?
Current R&B – 44%
Classic R&B – 52%
Rhythm & Blues
59%
Reggae
Gospel
51%
Dancehall
43%
Pop
13%
Soca
10%
Souls
8%
Rock
6%
Hip Hop
5%
New Age
4%
Country
1%
Jazz & Blues
1%
Other
Do not listen to music
Current Reggae – 44%
Classic Reggae – 52%
55%
2%
>1%
0%
10%
20%
30%
40%
50%
60%
70%
2720
Favourite Type of Music x Demographics
Demographics
Rhythm &
Blues
Current Old School
R&B
R&B
Reggae
Current Old School
Reggae
Reggae
Gospel
Dancehall
Pop
Soca
Overall
Sample
Gender
Male
47%
49%
47%
59%
60%
61%
35%
62%
60%
51%
49%
Female
53%
51%
53%
41%
40%
39%
65%
38%
40%
49%
51%
15-24 yrs
35%
42%
30%
28%
32%
26%
23%
50%
49%
30%
30%
25-34 yrs
26%
27%
26%
23%
26%
24%
23%
23%
26%
22%
23%
35-44 yrs
22%
20%
24%
23%
23%
24%
20%
16%
14%
27%
20%
45-54 yrs
11%
7%
12%
15%
12%
15%
18%
7%
6%
14%
15%
55-64 yrs
7%
4%
8%
10%
7%
11%
16%
4%
6%
8%
12%
High (AB)
8%
7%
9%
7%
7%
8%
10%
7%
12%
8%
8%
Middle (C1C2)
29%
29%
29%
30%
30%
30%
32%
27%
31%
38%
30%
Low (DE)
63%
63%
62%
64%
63%
63%
58%
67%
57%
54%
62%
KMA
43%
43%
41%
41%
40%
40%
36%
48%
43%
46%
39%
Outside KMA
57%
57%
59%
59%
60%
60%
64%
52%
57%
54%
61%
Base
476
358
427
444
329
411
413
347
109
79
813
Age
SE Level
Region
21
28