Audacy Study Finds Radio Reaches NFL’s Most Avid Fans.

Buffalo has the nation’s most avid NFL fans, while radio ranks as the medium with the highest concentration of sports superfans, according to new research from Audacy.

The company’s NFL Attention Index examines football fandom across three dimensions — avidity, engagement and performance — to measure where NFL fandom is strongest, how fans follow the sport and how effectively brands can reach them.

Buffalo ranked first among the 10 markets measured for NFL fandom, with an index score of 135. New Orleans followed at 120, Cincinnati at 119, Dallas-Fort Worth and Kansas City at 115, Baltimore and Milwaukee at 113, Harrisburg-Lancaster-Lebanon-York (PA) at 113, Philadelphia at 111 and Columbus, OH, at 110.

The research found that the most avid NFL fans devote substantial amounts of time to following the sport. Nearly one in four avid NFL fans spends at least six hours a week consuming sports content, including 15% who spend six to 10 hours and 7% who spend 11 hours or more.

“Sports Audio is where the conversation lives when the game isn’t on,” Audacy says in an Insights article. “Compared to other media, Audio delivers the highest concentration of sports superfans. And NFL fans sit at the top of the avidity scale.”

Avidity isn’t just about whether someone says they’re a fan. It’s about how much attention they’re willing to give the game. And NFL fans are giving it plenty.”

Audacy found that 47% of avid NFL fans follow news about their favorite teams weekly or more. On game days, 43% watch pregame or postgame shows on television or streaming services, 24% follow along on social media, 18% place bets on a mobile device or tablet, 16% tailgate and 14% use a second or multiple screens.

The research also found that 41% follow athletes or influencers on social media, 61% enjoy having “inside knowledge” about sports and 41% engage in sports betting monthly or more.

Audacy said the findings also demonstrate that sports fandom extends beyond entertainment and can play a role in fans’ sense of identity and community. Sixty-nine percent of avid NFL fans said being a fan makes them feel part of the community, while 61% said their love for sports is a major part of who they are.

“That’s a powerful distinction,” Audacy explains. “Because when fandom becomes part of someone’s identity, attention becomes more than a metric. It’s a relationship. Fans aren’t just consuming sports content. They’re looking for information, entertainment, connection and the feeling that they’re part of something bigger.”

The study also examined how advertising affects NFL superfans. Nielsen Commspoint analysis cited by Audacy found that among NFL superfans exposed to radio advertising, 56% reported an impact on awareness, 49% on consideration, 51% on purchase and 41% on loyalty.

Earlier this year, Nielsen’s inaugural Scarborough NFL Fandom Index showed that NFL fan passion is often strongest in smaller, legacy markets, while also highlighting radio’s continuing role in connecting fans with their teams. That index measures eight forms of engagement, including apparel purchases, general interest, live-event attendance, betting, social media, streaming, television viewing and radio listening. Buffalo, Kansas City and Green Bay rank as the three most passionate markets, followed by Cincinnati and Philadelphia.

The Nielsen/Scarborough analysis revealed that radio listening is particularly strong in Cleveland/Akron, Cincinnati, Minneapolis/St. Paul and Pittsburgh, alongside Buffalo, Green Bay and Kansas City.

Audacy, in its study, said radio advertising moved NFL superfans through each stage of the purchase funnel more effectively than television, Facebook, YouTube and connected TV advertising.

“The NFL Attention Index tells a compelling story,” Audacy says. “The most avid NFL fans aren’t casual consumers. They’re deeply invested audiences who spend hours keeping up with the sport, follow their teams throughout the week, engage across platforms and see fandom as part of their identity.

“And that attention is valuable,” Audacy continues. “For brands looking to connect with NFL fans, the opportunity isn’t simply to reach someone watching a game. It’s to reach someone who is already paying attention — to the game, the story, the players, the personalities and everything happening around it.”