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Orioles see dramatic improvement in radio ratings
10/25/2007 2:40 PM ET
More fans tuned in to hear the Orioles on radio this year, according to the latest report from Arbitron. The ratings were up dramatically across key demographics and were strongest among the sought-after younger male audience, considered by advertisers to be the most desirable.

The results were a big win for the Orioles Radio Network and their new flagship partner, CBS radio and WHFS-FM 105.7, which, for the first time in history, broadcast the games in FM stereo. The partnership allowed the Orioles Radio Network to offer expanded insight and analysis by producing an enhanced pre- and post-game show each game.

The year-over-year growth was most dramatic among males aged 25-49, the most critical yet hard-to-reach demographic among advertisers. The Orioles more than doubled their share of younger male listeners, going from a 3.6 share in 2006 to a 7.7 share in 2007.

"The Orioles Radio Network set out this season to offer more access to the team and to bring fans closer to the game with an improved broadcast featuring new pre- and post- game shows on a new FM signal," said Orioles Director of Communications Greg Bader. "Through the Orioles Radio Network, our partnership with CBS Radio and WHFS, the success of MASN and the strength of Oriole Park at Camden Yards, we have created the most valuable multimedia, multi-brand platform in the region. These latest ratings are further confirmation that we can deliver superior marketing value to our sponsors as well as programming value to our listeners, viewers, and fans."

                WBAL 2006   WHFS 2007
A 18-49   1.5 share       3.4 share
A 25-54   2.7 share       4.1 share
M 25-54   4.0 share       7.1 share
M 25-49   3.6 share       7.7 share

Note: Figures based on Arbitron Summer ratings period (6/28/07 - 9/19/07) within each specified demographic, Monday - Friday, 7:00 p.m. - 11:00 p.m.

This story was not subject to the approval of Major League Baseball or its clubs.


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