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Radio Is the Power Play to Engage with High-Income Hockey Fans


Sep 23, 2021

The National Hockey League expects 98% of its players to be vaccinated before the 2021-2022 season and many arenas are requiring proof of vaccinations from fans. Radio is a favorite with many NHL fans and many of them have above-average incomes, providing local retailers and businesses with many cross-promotional opportunities.


Data from The Media Audit’s Spring and Summer 2021 consumer/market surveys in five cities with NHL teams shows larger percentages of Millennials and Gen Xers are NHL fans and listen to one or more hours of radio daily. In most of these cities, there are also significant percentages of fans 55 and older.

“NHL and other major professional sports fans are eager for a ‘normal’ season, so fans will be returning to arenas and players won’t hesitate to display their skills,” said Tony Ott, Vice President/General Manager, Local Sports Insights. “Sports fans, whether in the arena or watching from home, are always an active consumer segment, and our survey data in these five NHL markets indicates most are in higher income brackets.”


Although many NHL fans who listen to one hour or more of radio daily have lower or mid-range household incomes, the largest percentages are among those earning $75,000, $100,000 or $150,000 or more. 

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