Playground →
Two St. Louis franchises anchor FOX Sports Midwest's nearest audiences — and then the neighbor set fans out into territory well outside professional sports. The St. Louis Cardinals sit at 0.98, the single strongest pull in the top 10, with the St. Louis Blues close behind at 0.95. That pairing forms one clear peak: a geographically concentrated, multi-sport St. Louis base.
The second peak is less obvious. Matt Carpenter (0.98) and Randall Cobb (0.93) are athletes by subcategory, but The BOB & TOM Show — a Podcasts and Radio entry — lands at 0.91, and Arby's and Wings Etc. both appear as QSR neighbors at 0.89 and 0.89 respectively. Pat McAfee (0.92) and Urban Meyer (0.87) extend the athlete and sports-professional cluster, while Scooter's Coffee and Yogurt (0.87) rounds out a set that skews toward Midwest-regional food and radio brands. The only other TV Channel in the top 10 is absent entirely — no fellow regional sports network appears. What the two-peak structure reveals is an audience that is simultaneously locked to St. Louis franchises and shaped by a broader Midwestern casual-consumption pattern spanning QSR, radio, and regional food brands.
This audience is defined less by sports fandom in the abstract and more by a specific regional identity — St. Louis sports at the core, Midwest everyday brands at the edges.
