NFL Games Lift Local Radio Audiences Before And After Kickoff.

NFL Opening Sunday produced significant audience gains for local radio stations carrying live game coverage, with listening increasing before kickoff and continuing after games ended, according to connected-car data analyzed by Xperi’s DTS AutoStage.

Xperi says its DTS AutoStage Broadcaster Portal analyzed real-time connected-car data from flagship radio stations carrying live broadcasts for 12 NFL teams during Opening Sunday on Sept. 13.

Across the 12 markets, flagship stations recorded an average 60% increase in overall Sunday audience share vs. previous weeks. Audience levels increased an average of 111% heading into kickoff and rose another 152% after games ended.

The data suggests that NFL radio audiences remained engaged beyond the live action, with stations attracting listeners for highlights, locker-room reactions and post-game analysis.

Individual markets recorded even larger increases.

In Buffalo, Cumulus Media’s classic rock “97 Rock” WGRF, the Bills’ flagship station, posted a 265% increase in share, Xperi said. Audience growth heading into kickoff reached roughly 400% and remained elevated through post-game coverage.

In Nashville, Cumulus Media sports “104.5 The Zone” WGFX, the flagship station for the Tennessee Titans, posted a 102% increase in average Sunday share, according to Xperi. Listening increased 160% heading into the game and 215% during post-game analysis.

In Phoenix, Bonneville International’s “Arizona Sports 98.7 FM” KMVP also recorded substantial gains as the Arizona Cardinals opened their season. Xperi said the flagship station saw a 78% increase in average Sunday share, an 87% audience increase heading into the matchup, and a 258% increase in post-game listening.

“Broadcasters can see immediate spikes tied to specific moments, from kickoff to halftime adjustments to a fourth quarter comeback to post-game coverage, and adapt programming while it still matters,” Xperi says in a blog post.

The company also said real-time in-dash data can provide advertisers and media buyers with more immediate information about audience behavior around live sporting events.

“Brands and media buyers no longer have to wait to evaluate their spend,” the company said. “Real-time in-dash data demonstrates the immediate surge in high-value, captive audiences surrounding live sporting events.”

Xperi said the results also point to the staying power of AM/FM radio in vehicles, despite the growing number of entertainment and information options available through connected dashboards.

“Even with a dashboard full of infotainment options, drivers keep returning to broadcast radio for live local sports coverage, familiar voices, and a shared community experience,” Xperi noted.

The company said the NFL results illustrate the potential for live sports to drive radio listening, and for connected-car measurement to provide broadcasters with more immediate audience data.