Football Is America's Favorite Radio Sport

New York, NY - According to a poll conducted by Ipsos for Radio Heard Here, three out of four Americans (75%) say they have a favorite sport to listen to on the radio. Among them, 30% say they prefer football, while 25% choose baseball, 15% basketball, 11% soccer, 7% motor sports, 4% hockey and 3% golf.

These are some of the findings of an Ipsos/Radio Heard Here poll conducted June 12-16, 2008. For the survey, a nationally representative, randomly selected sample of 1,000 adults across the United States were interviewed by Ipsos. With a sample of this size, the results are considered accurate within 1773.1 percentage points, 19 times out of 20, of what they would have been had the entire adult population in the U.S. been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population (e.g., 1774.1 percentage points for results based on respondents who have a favorite sport to listen to on the radio). These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.

The Ipsos/Radio Heard Here poll points to notable differences by age, ethnicity and geography when it comes to radio sports preferences. Among those who have a favorite radio sport:

• Soccer ranks fourth in popularity nationally, but is clearly #1 among Hispanic sports radio listeners (cited by 66%) and #2 among those aged 18-34 (20%).
• African-American sports radio fans are far more likely to prefer basketball than to prefer baseball (36% vs. 10%) while the opposite can be seen among non-Hispanic White sport radio listeners (14% prefer basketball while 29% prefer baseball).
• Baseball outperforms football among sports radio fans who are aged 55 and over (31% vs. 28%) and those who live in the Northeast (30% vs. 28%).
• Hockey outranks basketball 11% to 9% in the Northeast.

For more information on this news release, please contact: Nicolas Boyon Senior Vice President Ipsos Public Affairs (646) 364-7583 [email protected]

About Ipsos Public Affairs Ipsos Public Affairs is one of the company's five research specializations. In the US, it has offices in New York City, Washington, DC, Chicago and Seattle. It specializes in corporate reputation, issues management, strategic communications and sociopolitical trends, serving the needs of corporations, non-profit organizations, public relations firms, news media and governments. Its toolbox for conducting tailor-made solutions includes rapid turnaround quantitative polling, qualitative focus groups, online panels, elite and stakeholder interviewing, syndicated subscriptions, and proprietary research techniques. Ipsos Public Affairs is well known as the polling partner of The Associated Press, the world's oldest and largest news organization.

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