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Scarborough: Sports listeners are active investors

Scarborough Research released a study that finds All Sports radio format listeners are 27% more likely than the average adult to live in a household that has a financial investment. Other radio formats that stand out to the investment set include Classical (investors* are 26% more likely than all consumers to tune into this format), All News (26% more likely), News/Talk/Information (25% more likely) and Educational Radio (24% more likely).

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In examining different types of investments, Scarborough finds that All Sports radio format listeners have a diversified range of investment types. All Sports listeners are 44% more likely than the average adult to live in household that has stocks or stock options. Additionally, these listeners are 43% more likely than all consumers to have a 401-K plan.

"Banking marketers seeking to reach active investors have a prime target in sports radio listeners," said Howard Goldberg, SVP/Radio Services, Scarborough Research. "Marketers can combine this with other insights - such as investor retail habits - to create local marketing plans that achieve measurable success."

All News radio formats are also popular among active investors. Listeners of All News formats are 48% more likely than all consumers nationally to have stocks or stock options. The charts below provide investor format profiles.

* Investors are consumers who indicate in the Scarborough study that they or someone in their household has a financial investment.

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