KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4%...
Transcript of KLAS ESPN Report · KLAS ESPN Sports FM 89 12% RJR 94 FM 12% HITZ 92 FM Zip 103 FM 10% 1% Other 4%...
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KLAS ESPN Report October 08, 2015
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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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%
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Your Detailed Results
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Incidence of Sports Enthusiasts
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Yes 69%
No 31%
Do you consider yourself to be a sports enthusiast or fan?
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Profile of Sports Enthusiasts or Fans
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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
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Most Popular Sports
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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
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Most Popular Sports x Demographics
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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
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Jamaica’s Top Radio Station For Sports
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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
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Radio Station Considered to be Jamaica’s #1 for Sports x Demographics
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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.
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Radio Station Listened to for Continuous Sports Coverage
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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
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Radio Station Listened to for Continuous Sports Coverage x Demographics
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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.
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Sports Listened to on KLAS ESPN Sports FM 89
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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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Sports Listened to on KLAS ESPN Sports FM 89 x Demographics
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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.
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Favourite Sports Programmes on KLAS ESPN Sports FM 89
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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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Favourite Sports Programmes on KLAS ESPN Sports FM 89 x Demographics
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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.
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Rating of KLAS ESPN Sports Programmes
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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
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KLAS ESPN Programme Ratings x Demographics
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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.
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KLAS ESPN Programme Ratings x Demographics
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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.
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KLAS ESPN Programme Ratings x Demographics
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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.
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Favourite Type of Music
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>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%
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Favourite Type of Music x Demographics
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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
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