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1 KLAS ESPN Report October 08, 2015

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Page 1: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

1

KLAS ESPN Report October 08, 2015

Page 2: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

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

Female 50% Male 50%

15-24 yrs

Age Group

25-34 yrs

35-44 yrs

45-54 yrs

55-64 yrs

Middle SE

Low SE

High SE North

West

Central

East

KMA

SE Level Location

11%

16%

20%

23%

30%

37%

7%

29%

15%

13%

60%

30%

10%

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Page 3: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

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

Female 51% Male 49%

15-24 yrs

Age Group

25-34 yrs

35-44 yrs

45-54 yrs

55-64 yrs

Middle SE

Low SE

High SE North

West

Central

East

KMA

SE Level Location

11%

15%

20%

23%

30%

39%

7%

30%

13%

11%

62%

29%

8%

2

Page 4: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Your Detailed Results

3

Page 5: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Incidence of Sports Enthusiasts

8

Yes 69%

No 31%

Do you consider yourself to be a sports enthusiast or fan?

4

PDFescape
Strikeout
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Page 6: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Profile of Sports Enthusiasts or Fans

9

Demographics Sports Enthusiasts/Fans Non-Sports

Enthusiasts/Fans Overall Sample

Gender

Male 59% 28% 49%

Female 41% 72% 51%

Age

15-24 yrs 30% 30% 30%

25-34 yrs 21% 27% 23%

35-44 yrs 20% 20% 20%

45-54 yrs 17% 12% 15%

55-64 yrs 12% 11% 12%

Socio-Economic Level

High (AB) 8% 9% 8%

Middle (C1C2) 29% 31% 30%

Low (DE) 63% 60% 62%

Region

KMA 41% 36% 39%

Outside KMA 59% 64% 61%

Base 565 248 813

5

Page 7: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Most Popular Sports

10

11%

2%

1%

1%

1%

1%

2%

2%

3%

10%

10%

26%

53%

58%

0% 10% 20% 30% 40% 50% 60%

None

Other

Volleyball

Motorsports

Swimming

Boxing

National Football League

Tennis

Horse Racing

NBA Basketball

Netball

Cricket

Track & Field

Football

Most Popular Sports

6

Page 8: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Most Popular Sports x Demographics

11

Demographics Football Track & Field Cricket Netball National

Basketball Association

Overall Sample

Gender

Male 63% 42% 69% 10% 67% 49%

Female 37% 58% 31% 90% 33% 51%

Age

15-24 yrs 32% 27% 21% 45% 34% 30%

25-34 yrs 24% 20% 17% 26% 25% 23%

35-44 yrs 19% 21% 20% 14% 24% 20%

45-54 yrs 14% 18% 20% 11% 8% 15%

55-64 yrs 11% 13% 21% 4% 9% 12%

Socio-Economic Level

High (AB) 9% 10% 9% 17% 8% 8%

Middle (C1C2) 28% 29% 32% 21% 37% 30%

Low (DE) 63% 61% 58% 35% 56% 62%

Region

KMA 41% 44% 41% 34% 57% 39%

Outside KMA 59% 56% 59% 66% 43% 61%

Base 471 430 211 80 79 813

7

Page 9: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Jamaica’s Top Radio Station For Sports

12

IRIE FM 18%

KLAS ESPN Sports FM 89 12%

RJR 94 FM 12%

HITZ 92 FM 10% Zip 103 FM

1%

Other 4%

Dont Know 30%

None 13%

Jamaica’s Top Radio Station For Sports

8

Page 10: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Radio Station Considered to be Jamaica’s #1 for Sports x Demographics

13

Demographics IRIE FM KLAS ESPN

Sports FM 89 RJR 94 FM HITZ 92 FM Zip 103 FM Overall Sample

Gender

Male 63% 74% 45% 51% 75% 49%

Female 37% 26% 55% 49% 25% 51%

Age

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%

Socio-Economic Level

High (AB) 3% 10% 15% 10% 0% 8%

Middle (C1C2) 22% 36% 36% 31% 0% 30%

Low (DE) 75% 54% 49% 59% 100% 62%

Region

KMA 31% 45% 43% 29% 88% 39%

Outside KMA 69% 55% 57% 71% 13% 61%

Base 148 98 95 80 8 * 813

* NB: Base is small, hence caution should be used in interpretation.

9

Page 11: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Radio Station Listened to for Continuous Sports Coverage

14

3%

59%

1%

7%

8%

13%

15%

0% 10% 20% 30% 40% 50% 60%

Other

None

Nationwide

RJR 94 FM

Hitz 92 FM

Irie FM

KLAS ESPN Sports FM 89

Radio Station Listened to for Continuous Sports Coverage

10

Page 12: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Radio Station Listened to for Continuous Sports Coverage x Demographics

15

Demographics KLAS ESPN Sports

FM 89 Irie FM Hitz 92 FM RJR 94 FM Nationwide Overall Sample

Gender

Male 72% 72% 51% 68% 33% 49%

Female 28% 28% 49% 32% 67% 51%

Age

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%

Socio-Economic Level

High (AB) 8% 3% 9% 14% 17% 8%

Middle (C1C2) 33% 20% 28% 36% 17% 30%

Low (DE) 59% 77% 63% 50% 67% 62%

Region

KMA 50% 35% 38% 57% 83% 39%

Outside KMA 50% 65% 62% 43% 17% 61%

Base 118 105 65 56 6 * 813

* NB: Base is small, hence caution should be used in interpretation.

11

Page 13: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Sports Listened to on KLAS ESPN Sports FM 89

16

1%

70%

1%

2%

5%

10%

11%

19%

0% 10% 20% 30% 40% 50% 60% 70%

Other

None

National Football League

NBA Basketball

Horse Racing

Cricket

Track & Field

Football

Sports Listened to on KLAS Sports FM 89

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Page 14: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Sports Listened to on KLAS ESPN Sports FM 89 x Demographics

17

Demographics Football Track & Field Cricket Horse Racing National Basketball

Association National Football

League Overall Sample

Gender

Male 73% 57% 76% 84% 69% 75% 49%

Female 27% 43% 24% 16% 31% 25% 51%

Age

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%

Socio-Economic Level

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%

Region

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

* NB: Base is small, hence caution should be used in interpretation.

13

Page 15: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Favourite Sports Programmes on KLAS ESPN Sports FM 89

18

84%

>1%

1%

2%

3%

4%

7%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

None/No Favourite

The Herd

First Take

Mike and Mike

Horse Racing Coverage

KLAS Sports & Lifestyle

Scoreboard

Sports Desk

Favourite Sports Programmes on KLAS ESPN FM 89

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Page 16: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Favourite Sports Programmes on KLAS ESPN Sports FM 89 x Demographics

19

Demographics Sports Desk Scoreboard KLAS Sports &

Lifestyle Horse Racing

Coverage Mike and Mike First Take The Herd Overall Sample

Gender

Male 76% 80% 78% 68% 70% 73% 50% 49%

Female 24% 20% 22% 32% 30% 27% 50% 51%

Age

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%

Socio-Economic Level

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%

Region

KMA 48% 45% 59% 48% 55% 73% 50% 39%

Outside KMA 52% 55% 41% 52% 45% 27% 50% 61%

Base 67 56 32 25 20 11 * 4 * 813

* NB: Base is small, hence caution should be used in interpretation.

15

Page 17: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Rating of KLAS ESPN Sports Programmes

20

10%

5%

4%

16%

15%

8%

53%

61%

58%

5%

8%

14%

17%

11%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mike and Mike

First Take

The Herd

Ratings of ESPN Sports Programmes

Excellent Very Good Good Not Very Good Poor

16

Page 18: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

KLAS ESPN Programme Ratings x Demographics

21

Demographics Mike & Mike Overall Sample

Excellent/Very Good

Good Not Very Good/Poor

Gender

Male 52% 80% 61% 49%

Female 48% 20% 39% 51%

Age

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%

Socio-Economic Level

High 0% 11% 6% 8%

Middle 43% 39% 39% 29%

Low 57% 50% 56% 62%

Region

KMA 57% 50% 72% 39%

Outside KMA 43% 50% 28% 61%

Base 21 44 18* 813

* NB: Base is small, hence caution should be used in interpretation.

117

Page 19: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

KLAS ESPN Programme Ratings x Demographics

22

Demographics First Take Overall Sample

Excellent/Very Good

Good Not Very Good/Poor

Gender

Male 42% 71% 50% 49%

Female 58% 29% 50% 51%

Age

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%

Socio-Economic Level

High 0% 5% 0% 8%

Middle 17% 42% 42% 29%

Low 83% 53% 58% 62%

Region

KMA 75% 63% 58% 39%

Outside KMA 25% 37% 42% 61%

Base 12* 38 12* 813

* NB: Base is small, hence caution should be used in interpretation.

18

Page 20: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

KLAS ESPN Programme Ratings x Demographics

23

Demographics The Herd Overall Sample

Excellent/Very Good

Good Not Very Good/Poor

Gender

Male 50% 59% 67% 49%

Female 50% 41% 33% 51%

Age

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%

Socio-Economic Level

High 17% 3% 0% 8%

Middle 17% 38% 33% 29%

Low 67% 59% 67% 62%

Region

KMA 67% 62% 60% 39%

Outside KMA 33% 38% 40% 61%

Base 6* 29 15* 813

* NB: Base is small, hence caution should be used in interpretation.

19

Page 21: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Favourite Type of Music

27

>1%

2%

1%

1%

4%

5%

6%

8%

10%

13%

43%

51%

55%

59%

0% 10% 20% 30% 40% 50% 60% 70%

Do not listen to music

Other

Jazz & Blues

Country

New Age

Hip Hop

Rock

Souls

Soca

Pop

Dancehall

Gospel

Reggae

Rhythm & Blues

What Type of Music Do You Enjoy Listening To?

Current Reggae – 44% Classic Reggae – 52%

Current R&B – 44% Classic R&B – 52%

20

Page 22: KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4% Dont Know 30% None . Jamaica’s Top Radio Station For Sports. 8. Radio Station

Favourite Type of Music x Demographics

28

Demographics Rhythm &

Blues Current

R & B Old School

R & B Reggae

Current Reggae

Old School 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%

Age

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%

SE Level

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%

Region

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

21