Scarborough Research has released a study that finds Sports Radio listeners are 27 percent 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, News, News/Talk, and Educational Radio.

In examining different types of investments, Scarborough found that Sports Radio listeners have a diversified range of investment types.  Sports listeners are 44 percent more likely than the average adult to live in a household that has stock options.  Additionally, these listeners are 43 percent 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, senior vice president, 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."