NFL Radio Broadcasts Outperform Traditional Dayparts In Football Markets.

The NFL is off to a strong start with television ratings up 5% from last year, according to Nielsen, with the league attracting a record 22.3 million viewers per game. Radio listening numbers aren’t yet available, but Katz Radio Group believes that swelling interest in football is also benefiting listening numbers. There is a good reason to believe that it is accurate, based on Scarborough. Their latest data shows that in 11 football-crazed markets, more adult listeners heard their city’s team on the radio, outperforming what are the stations’ typical top dayparts — morning and afternoon drive.

“NFL radio broadcasts deliver massive scale and value,” Katz says in a new analysis. The group says those broadcasts reach a larger audience than any single top-10 radio station. Additionally, NFL teams’ flagship stations consistently rank No. 1 in cume in their markets.

“These local audience magnets connect with fans in diverse settings, including in cars and away from home, where radio is often the primary screen,” it says. A study conducted in 2023 among 800 NFL fans by the rep firm found 95% believe radio is a reliable way to follow games on the go.

A Katz Radio Group study conducted in 2023 among 800 NFL fans found there are strong ties between radio and the biggest NFL fans. The study showed radio listeners were 28% more likely to identify as “big fans” versus the average fan. They also showed significantly higher levels of engagement. They were two-thirds more likely to attend a game and 74% more likely to tailgate, and 40% more likely to watch a game at bars or restaurants.

NFL radio listeners also demonstrated a desire for even more ways to engage with team content than the average fan. The study found they were 71% more likely to listen to football podcasts, and 39% more likely to follow teams and players on social media (+39%). Katz also reported that when it came to sports betting, game listeners were 59% more likely to place bets on NFL football action than the average fan.

“The value of sports audio is clearly demonstrated by the distinct demographic and lifestyle characteristics of NFL fans who engage with it,” the analysis says. “Research shows that NFL fans who listen on radio are not only more likely to participate in sports betting, but they’re also making significantly larger purchase decisions compared to the average consumer. These engaged listeners aren’t just tuning in, they’re actively spending, making them a powerful audience for advertisers.”

The survey revealed NFL radio listeners reported spending over $300 in the last 30 days at restaurants, taking three or more foreign vacations, investing $10,000 on overseas travel, putting $2,000 toward home improvements, and most recently purchasing or leasing a luxury car.

Katz’s study also found that the majority of listeners to NFL games are receptive to advertising at a rate higher than the average football fan. Eight in 10 listeners reported that they noticed the brands and services that advertised during NFL games, while two-thirds were willing to use those brands that advertised during their favorite team’s games, and seven in ten had a better opinion of brands that sponsor and support their favorite team, all more than the average fan.

With the NFL now in week four of its 2025 season, Katz says it is clear that the league’s reach extends far beyond television screens.

“Radio continues to be a dominant force in delivering the NFL’s most passionate, affluent, and engaged fans — those who not only watch but also attend, buy, and act,” it says. “With unmatched portability, deep listener loyalty, and engagement, NFL radio broadcasts offer brands a unique opportunity to connect with consumers wherever they are.”