A Visualization Of The Struggling St. Louis Sports Radio Market

Graphic by Roman Kolgushev
Demand for sports-talk radio in St. Louis has dried up precipitously in the past year.

As Missouri Business Report wrote last week, the city’s three sports stations — WXOS (101.1 FM), KFNS (590 AM) and KXFN (1380 AM) — saw their combined market share with their primary target demographic (men ages 25-54) tumble from 13.5 percent in January 2012 to 5.6 percent in January of this year. That’s a drop from about 74,000 listeners to just under 30,000 in one year’s time.

St. Louis broadcast historian Frank Absher said the St. Louis sports radio market is near the point of over-saturation. “The St. Louis market is over-populated with all-sports stations and the pie isn’t big enough to keep all of them afloat,” he said.

Read more from the St. Louis Post-Dispatch


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