Study: Sports Radio Ads Reach Fans More Effectively Than TV.

Sports radio is one of the most effective ways for brands to reach dedicated fans, according to a new Audacy Insights report that highlights the strong connection between sports radio and passionate fans.

Audacy says listeners of sports radio are four times more likely to hear a brand’s message than those watching sports on television.

“Sports radio is the heartbeat of fandom,” Audacy says in the report. “It connects the most passionate fans to their teams and turns casual listeners into loyal brand advocates... Across the country, 84% of Americans identify as sports fans, but the most avid and engaged are sports radio listeners. These are the superfans — the ones who live, breathe, and dream about their teams.”

While an overwhelming majority of Americans consider themselves sports fans, the most avid among them are found on sports radio, the report says. These listeners often engage with content during commutes, lunch breaks, workouts, and even while preparing for game day. This gives advertisers multiple touchpoints throughout a fan’s day, Audacy’s report says.

Unlike TV viewers, who increasingly avoid commercials, sports radio listeners are more likely to pay attention to advertising. According to Audacy, while 80% of sports fans say they skip TV ads, only 20% report doing the same on radio. “That’s attention you can count on,” the report says. “It means your brand’s message is not just heard — it’s remembered.”

Audacy owns and operates some of the most influential sports radio stations in major markets, including “The Fan” WFAN-AM/FM New York (660/101.9) and “670 The Score” WSCR-AM in Chicago. The company says its local hosts build strong trust with their audiences, creating a “halo effect” that benefits advertisers.

The company outlined a “playbook” for advertisers aiming to connect with sports fans through radio. It recommends aligning with local sports talk and play-by-play coverage, partnering with trusted hosts, and investing in channels with proven conversion rates.

Audacy emphasized that sports radio offers a full-funnel marketing opportunity, reaching fans before, during, and after games. The report also points to success stories across categories like retail, insurance, auto, and quick-service restaurants.

“When the final whistle blows, the game may be over — but for die-hard sports fans, the excitement never stops,” the report concluded. “Sports radio continues to be the place where fandom lives, and where advertisers can become part of the conversation.”