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

8

Yes 69%

No 31%

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

4

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

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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

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

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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

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.

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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

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

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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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.

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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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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

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

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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.

117

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

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.

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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

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

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