Audacy: Sports Audio Home To Most ‘Avid,’ Engaged NFL Fans.

The most ardent, diehard fans of the National Football League — those who plan their weeks around each kickoff — overwhelmingly share an embrace of sports audio, Audacy Senior VP for Research & Insights Ray Borelli writes in an Audacy Insights blog post.

“The latest research from Vision Insights shows that over 80% of NFL fans listening to sports talk radio, live play-by-play, and sports podcasts describe themselves as ‘avid’ NFL fans. That beats those that watch NFL games on TV or follow league and team news on social media.”

And passionate fans mean brand engagement, the Audacy post says, with so-called “avid” fans delivering the most impact.

“NFL fans as a whole are already highly engaged,” Audacy says. “But when you zoom in on avid NFL fans — those with the deepest passion — the opportunity for brands to build an emotional connection grows. These are the fans who express the highest levels of excitement, trust and goodwill toward brands who support their team or league.”

NFL fans who listen to sports audio tend to have higher household incomes, spend more money, and play a greater role in influencing purchasing decisions vs. the average NFL fan, Audacy says, noting that sports audio listeners are nearly 50% more likely to earn over $100,000 annually.

“These passionate listeners live and breathe sports,” Audacy says. “They trust the hosts. They tune in throughout the week — not just on game day. In fact, they spend as much time consuming sports Audio during the week as they do watching the actual games. They have deep relationships with their teams and the community of hosts and fellow fans. This is where passion for the game translates into real influence for your brand. When you connect with them, you’re not interrupting the moment — you’re becoming part of it.”