Sports Fans More Engaged On Radio Than TV, Study Says.

Audacy Sports has just released “State of Audio: Sports Fandom,” a research-driven guide exploring the shift in sports attention when it comes to media, and what it means for audio — especially during a year with wall-to-wall sports, from international events such as soccer’s FIFA World Cup and Winter Olympics to college basketball and football and all four professional sports leagues.

Among the takeaways from Audacy’s report: diehard fans are 1.4 times more likely to tune into pre- and post-game shows on radio vs. TV; Gen Z fans follow personalities, podcasts and audio creators instead of networks; and, it says, “sports are no longer just a three-hour game, as audio keeps fans engaged before, during and long after the action, fueling loyalty and sustained attention.”

Audacy’s research shows that whether the NFL, Major League Baseball, NBA, WNBA, NHL or Major League Soccer, audio listeners display a significantly higher level of avid fandom compared to sports fans overall, with sports radio listeners showing a 41% higher avid fan base. Additionally, across radio and TV, Audacy’s sports talk displays a larger weekly reach vs. ESPN, CBS Sports or FS1.

“As sports viewing scatters, the most devoted fans are concentrating much of their time, loyalty and daily habits in audio,” Audacy’s report says. “They tune in for analysis, rumors, arguments, and the local voices who feel like part of the team. Audio is where fandom shows up consistently, especially at the local level where sports feel personal.” 

From an advertising standpoint, the report notes that sports audio isn’t effective for just beer, betting and trucks, with measurable results beyond traditional categories, including web traffic lifts of 105% for financial services, 42% for home improvement, 38% for legal services and 32% for insurance.

Audacy’s report also include case studies showing how advertisers have used sports audio to significantly increase sales or break through in a new market.

“The traditional sports marketing model built around TV moments alone no longer tells the full story,” the report says. “The brands seeing real impact are showing up where fandom lives every day, not just on game day. Sports audio delivers engaged attention, trusted relationships and the ability to scale local passion into national reach.”