Audacy: The Six Forces Powering Modern Sports Fandom.

A new industry report argues that the business of sports fandom extends far beyond game day, with sports radio emerging as a central driver of fan engagement and advertising performance.

The study, published by Audacy, examines how modern fans consume sports content and identifies six key forces shaping the evolution of sports marketing. The findings suggest that audio platforms — particularly sports talk radio — play a critical role in connecting brands with highly engaged audiences.

According to the report, sports fandom is widespread, with 84% of Americans identifying as fans. However, the most dedicated followers are those who regularly listen to sports radio, described as “die-hards” who remain engaged before, during and long after games conclude.

These fans do not treat sports as a limited event but as an ongoing conversation. The study highlights that their engagement continues throughout the day and week, creating significantly more opportunities for media consumption and brand interaction than the typical live game window.

One of the report’s central findings is that sports radio provides a particularly effective environment for advertisers. Because listeners are highly engaged, they are more responsive to marketing messages. The study found that sports radio audiences are four times more likely to purchase from brands they hear advertised, three times more likely to visit a brand’s website and six times more likely to download its app.

The report also points to differences in how fans consume advertising across platforms. While television viewers often avoid commercials, radio listeners are less likely to tune out. Among sports fans, 80% say they skip television ads, compared with only 20% who skip radio ads, suggesting audio may offer a less cluttered and more attentive environment for marketers.

Another key driver identified in the study is the importance of combining live sports broadcasts with sports talk programming. While games themselves typically last only a few hours, fans spend far more time discussing teams, players and developments outside of live play. Brands that advertise exclusively during games risk missing what the report describes as the majority of fan engagement.

“A game is 3 hours long,” the report notes, emphasizing that the remaining hours of daily conversation represent a significant opportunity for advertisers to connect with audiences.

The analysis also underscores the role of trust and personality in sports media. Listeners often develop strong relationships with local hosts, and brands that align with those voices can benefit from that credibility. The report found that 61% of weekly listeners view a company more positively when it partners with a sports talk host.

In addition, the study suggests that sports radio can deliver measurable results across a wide range of industries, including automotive, insurance, quick-service restaurants and retail. In key markets, advertisers saw significant gains in brand recall and overall campaign performance when using sports radio as part of their media mix.

The findings reflect broader changes in how audiences engage with media. Rather than focusing solely on large, shared viewing moments, such as televised games, fans are increasingly interacting with sports content throughout the day via multiple platforms. Audio, the report argues, has become a consistent touchpoint in that ecosystem.

Audacy’s research concludes that advertisers seeking to reach sports fans should rethink traditional strategies centered on live events. Instead, it recommends a more continuous approach that integrates both play-by-play broadcasts and ongoing sports talk coverage.