This presentation provides the reader with an understanding of the Jacksonville, Florida Sports Radio Landscape in 2019. This presentation shows the reader the top radio stations by survey and Twitter popularity. The presentation also shows you graphics of which radio personalities are most popular between 1010XL / 92.5 FM and ESPN 690.

1. Jacksonville Sports Radio Analysis
PROVIDED BY TAYLOR KENNEDY (A DIEHARD 1010XL FAN)
1

2. I. Data Considerations
II. Highlights
III. Analysis
Table of Contents
2

3. • Twitter Data:
• Includes standard follower count, number of tweets, following count.
• Collected 8/31/2019, 9/14/2019, 12/8/2019
• Survey Data:
• Sample size of 170 (n = 170)
• Collected 9/1/2019 - 11/1/2019
• Primarily gathered on Facebook, leveraging a promotional giveaway to incentivize response
• Budget = ~$150
• Potential instrumentation bias due to collecting the vast majority of sample from a single source
Data Considerations
3

4. Click on the logo to see more detail on each highlight:
• You don’t need Arbitron know that 1010 XL dominates the Jacksonville sports radio market
• Dan Hicken really is the mogul when it comes to Jax Sports Radio (age, income, education, etc.)
• TV’s halo impact on local popularity is undeniable (both social media and survey based). Other
media engagements boost popularity in predictable ways.
• There is a large middle-class in in terms of popularity. Who will be 1010’s next mogul?
Highlights
4

5. Jax Sports Talk Radio Station Popularity
• Of 169 valid survey responses, 1010 XL received ~77% of votes for respondents' favorite sport talk
radio station
• ESPN 690 was a distant 2nd at 11%
5

6. Favorite Personality vs. Twitter Followers
• Scatterplot displays Total Twitter Followers against
the sum of survey responses for “favorite
personality”
• As you can see, it’s Hicken’s world, and everyone else
is just living in it
• Hicken has over 31 thousand more Twitter followers
than the next personality (Matt Hayes)
• Hicken had 29 more votes for “favorite personality”
than 2nd place (Brent Martineau)
• Graph only displays data where the personality has
received at least one vote as “favorite personality”
• Matt Hayes, Donna Murphy, and JJ did not receive
votes
• Lauren Rew has been removed from the results
since she no longer works at 1010
6

7. Rank - Survey Popularity & Followers
• This chart helps you visualize
discrepancies in Twitter vs. survey
popularity
• Large differences between the twitter
logo and grey bar are worth
investigating
• For example, Mike Dempsey is in a
three-way tie for most popular from
surveys, but has the 2nd most Twitter
followers (which is likely due to his
Fantasy Football Sirius XM show)
• Prosser doesn’t use Twitter but is on at
the most popular radio time period
• Hicken, Martineau, and Frangie all have
strong survey responses and Twitter
followings due to their presence in
other local media forums
7

8. Twitter Followers by Personality
• Total followers from 12/8/2019
8

9. Favorite Show & Personality Matrix
• Matrix confirms the validity of the survey data
• Favorite personality and favorite show correspond accordingly
9

10. Geo Distribution - Top Personality by ZIP
• Jacksonville is Hicken kingdom, with some pockets of
pro-Martineau sentiment
• Tie rankings are not accounted for in the visualization, if
a tie occurs, the zip is colored in alphabetical order
10

11. Income Distribution of Survey Respondents
• Demographic data has not been compared against
Jacksonville DMA composition to determine if normal.
• All insights from this data are directional
• Data appears to have a relatively normal distribution,
skewing towards lower to middle incomes
• Hicken dominates across income ranges with exception
of the $20k-$35k range (Brent Martineau) and the
$100k-$150k range where he is tied with Prosser
11

12. Age Distribution
• Listenership skews young based upon the survey results,
This may reflect instrumentation bias since the vast
majority of responses were collected via Facebook
• Once again, Hicken dominates and ranks top in survey
responses across the board
12

13. Education Level Distribution
• Education skews towards lower education levels (high school
graduate and associate's degree)
• Once again, Hicken dominates
13

14. Gender Distribution
• Gender heavily favors male respondents, which is likely accurate in
terms of the listenership of Jacksonville sports radio
• Once again, Hicken dominates
14

15. 15
The Future of 1010XL
• After reviewing the data, there is no clear go-to
personality for the 1010XL throne once you have
excluded Hicken, Prosser, Frangie, and Martineaua
• Hacker over-indexes for 25-34-year-old respondents, but
additional sample is needed to confirm these results

16. Andrew Gibson
o Gibby sits in the bottom 1/3 of
personalities in both Twitter followers
and survey popularity. This is
understandable since he is a producer
and not a full-time anchor. Gibby’s
baseball knowledge adds value,
although most listeners probably
don’t want to hear about hard ball.
Beef
o Beef over-indexes in local popularity
(tied at 6th) even though he likely
doesn’t pursue it. He is the most
popular producer, likely due to drive
time. Beef is enjoyable and is
generally likeable overall.
Big Game James
o Big Game James sits at the middle of
the pack in Twitter followers and is in
the bottom 1/3 of survey-based
popularity. James is a prolific
Tweeter, and is generally enjoyable
(particularly for the FSU fan)
Denny Thompson
o Denny sits in a similar position as his
co-host Big Game James in terms of
overall popularity. Denny adds value
with his in-depth knowledge of
recruiting and the QB position.
Donna Murphy
o One of the hosts of Helmets & Heels,
Donna has limited time on the air.
Fat Tony
o Ranks in the middle of the pack in both
survey popularity and Twitter
followers. Fat Tony’s nerdiness and
dedication to the Popeye’s chicken
sandwich add flavor to Jaguar’s Today.
16

17. Frank Frangie
o The “voice of the jags”, Frangie enjoys
both local popularity (3rd) and Twitter
popularity (5th). Frangie’s charitable
efforts with the 1st Pitch organization
are admirable, even though I don’t
like how much he talks about baseball
and concerts.
Hacker
o Hacker ranks in the top 1/3 of survey
popularity and is in the middle of the
pack of Twitter followers. Hackers
value isn’t quantifiable though, as he
serves as the comedic foil for the
entire radio station.
Hays Carlyon
o Carlyon scores 7th in Twitter activity
and received a vote for favorite
personality. Carlyon is a solid roll
player, who provides great locker
room interviews where he genuinely
relates to players.
Hicken
o Truly a pillar of the Jacksonville community,
Hicken dominates in every way. Hicken’s
Twitter followers even surpass the numbers
of some national personalities.
Joe C
o Ranks in the top ½ of Twitter followers but
towards the middle of the survey rankings for
popularity. I suspect if the survey were to
receive more sample, Joe C would rank
higher. Listening to Joe C makes me want to
pound a few beers and watch sports with my
buddies. Isn’t that what it’s all about?
Lauren Brooks
o Lauren sits squarely in the middle of the pack
in terms popularity. However, Lauren’s 5
votes for favorite personality greatly surpass
any other female anchor. Lauren’s in-depth
knowledge and professionalism make her a
solid contributor.
17

18. Leon Searcy
o Invest in Leon. Leon’s followers have
grown the most of all personalities
(+70%) and he is part of a 3-way tie for
7th favorite personality despite limited
time on air (probably as a result of his
notoriety from being a player). Leon’s
conversations with former players are
legitimately entertaining.
Matt Hayes
o Despite having the 2nd most Twitter
followers, Matt Hayes did not receive a
single vote for favorite personality.
Likely due to this fall being his first
season with the station. Matt’s insight
into college is legitimate, but his
perspective on the Jags seems limited.
Mike Dempsey
o Dempsey has the 3rd most Twitter
followers but scores middle of the pack
in terms of survey popularity (tied at
7th). Dempsey is relatable but doesn’t
stand out as a top personality.
Jeff Prosser
o Twitterless Jeff doesn’t use Twitter, but is
the 4th most popular in the survey
rankings. Prosser likely benefits from the
drivetime slot. Overall, Prosser stands out
as a diehard sports fan whose takes
sometimes come across a little over the
top.
Rick Ballou
o Ballou ranks 5th in survey popularity and
6th in Twitter followers. Ballou sits
comfortably in the rankings overall with a
4.7% increase in Twitter followers. Ballou
is enjoyable, with some pretty off the wall
monologues to start his program
Taylor Doll
o Taylor has benefitted from the exposure of
working for 1010, growing her Twitter
following by over 17% (2.1K). Taylor is new
to her career but appears to be working
hard, taking on a role with Helmets &
Heals.
18

19. Austen Lane
o Lane has been a solid contributor.
Ranking towards the middle of
both survey popularity and
twitter followers. Lane’s Twitter
follower growth (5.3%) outpaced
other personalities that had a
sizeable starting follower base.
Being a former player likely
helped Lane establish a following.
Brent Martineau
o Martineau’s presence on TV, and
hard work have paid off. Martineau
is a grinder and ranks a distant 2nd
to Hicken in terms of overall
popularity but is much younger. It is
no wonder why he was given the
lead at ESPN. Martineau’s Twitter
follower growth (5.6%) outpaced
other personalities that had a
sizeable starting follower base.
19

20. Appendix
OTHER CHARTS
20

21. Jax Sports Radio Popularity Survey
• Survey was run using a vintage Jaguars belt buckle as an incentive
• Facebook Spend = ~$150
21