November 20, 2023

Inside Radio: The Power Of Post-Season Baseball: Phillies NLCS Previews Big November Book For WIP.

The following article from Inside Radio covers how SportsRadio 94WIP (WIP-FM), the flagship station of the Philadelphia Phillies, saw out-of-this-park ratings in November as a result of the team’s 2023 postseason run.

Major League Baseball’s National League Championship Series may not have gone the way the Philadelphia Phillies hoped, but it did register a big win for the Phils’ radio flagship, Audacy’s “SportsRadio 94” WIP-FM.

Having passed 40-share levels in men 25-54 during their October wildcard series with the Miami Marlins, there was nowhere to go but up during the Phillies’ division series with the Atlanta Braves, and the NLCS vs. the Arizona Diamondbacks. For the eight games within the dates of Nielsen’s November measurement period – including the winning game of the NLDS, and all seven of the NLCS – those numbers went further than a Kyle Schwarber home run, hitting as high as a 76.6 share among men 35-49 for Game 1 of the Phils/D-backs series in Philadelphia’s Citizens Bank Park.

Overall, those eight games delivered an average 41.1 share for persons 6+, 27.0 for persons 18-34, and 40.9 for persons 25-54. For the latter demo, four of those games – including the Phils’ series-winner vs. the Braves and Games 1, 2 and 7 of the NLDS – overdelivered that average, with Game 7 logging a 46.0 share.

Average quarter-hour persons 6+ for the games came to an average 66,900, with cume persons at 163,500. According to Nielsen, the former number is 2.46 times higher than the October 2023 delivery of the market’s top station in the metric during that book, Beasley classic rock WMGK.

It’s worth noting that for persons 6+, 18-34, and 25-54, cume persons were at their highest during the two games with 5pm starts, Games 3 and 6 of the NLCS, the former at the D-backs’ home park and the latter at the Bank. Game 3’s radio coverage delivered a 25-54 peak of 178,500, while Games 6 hit a high for 6+ (404,000) and 18-34 (71,300). The increase in in-car listening during both games arguably could have been a contributing factor to those boosts.

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