A new report finds that younger sports fans — Millennials and Gen Z fans, in particular — spend more time listening to sports audio on a weekly basis than their Gen X and baby boomer counterparts.
That’s one finding from the Sports Audio Report: Demographics at Play from Edison Research and SiriusXM Media. Findings from the research, the third and final installment of the Sports Audio Report, were presented during a webinar on Tuesday led by Salma Aly, Manager of Research at Edison Research, and MaryKate Breslin, Senior Manager, Sales Research at SiriusXM Media.
The report found that Millennial fans spent a total of 6 hours and 16 minutes, on average, with sports audio in the last week, while Gen Z fans spent an average of 6 hours and 10 minutes — easily outpacing Gen X’s 5 hours and 17 minutes, and 5 hours and 38 minutes spent by baby boomers.
“Sports audio is being reshaped by the energy and engagement of younger and multicultural fans,” Aly said. “The fact that they are so receptive to athlete endorsements and other messaging presents a game-changing opportunity for brands looking to connect with an audience that’s passionate, diverse, and digitally engaged.”
Indeed, sports has mass appeal in the U.S. among both young and old. Two-thirds of the 13+ population — roughly 186 million Americans — consider themselves sports fans. The research breaks it down like this: 16% are Gen Z, 30% are Millennials, 24% are Gen X, and 30% are baby boomers. A majority (64%) are White at 64%, followed by Latino sports fans at 18% and Black sports fans at 12%.
Another key finding is that Black fans lead the way when it comes to sports audio consumption. They spent an average of 7 hours and 56 minutes listening last week vs. 5 hours and 45 minutes spent by Latinos and 5 hours and 32 minutes spent by White fans.
The younger sports fans turning to audio aren’t just listening to the games; they’re also looking for new perspectives on sports-related topics. According to the research, 57% of Gen Z and 60% of Millennial sports fans agree they consume sports audio content to hear unique perspectives on sports topics not covered in other media. These same demographics are also significantly more likely to buy a product if it’s advertised by an athlete.
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