Brands focused on the upcoming Super Bowl should be widening their reach of highly-coveted active fans by using sports radio to connect with them year-round, according to new research from Audacy.
“The action, and the opportunity, extends far beyond Super Bowl Sunday,” Audacy Senior VP, Sports Monetization Lee Davis says. “Sports radio is the ultimate arena to connect with these diehard enthusiasts. It’s their daily destination for expert analysis, bold predictions, and insider commentary.”
Data from Audacy's 2024 Sports Fandom Study, including findings from Nielsen Scarborough, show that 97% of daily sports radio listeners identify as avid NFL fans, “making this medium a direct line to the audience that advertisers most want to reach,” Davis says. “Last year, sports talk radio listening spiked during the second week of January, well before the final [Super Bowl] matchup. Each playoff weekend featured top-tier matchups, [which] kept [fans] tuning in to sports radio for all the strongest opinions and spirited debates. For advertisers, this extended engagement is a huge advantage.”
The research shows that sports radio delivers, as Davis says, “a highly coveted demographic: they’re loyal, attentive, and hard to reach through other channels.” Sports radio listeners are 72% male and 70% age 25-54, with an average age of 42 and an average annual income of $123,000 vs. the U.S. median annual income of $69,000. They are also more likely to be business decision makers, with nearly one-third worth more than $1 million.
Additionally, 40% of sports radio listeners show twice as much support of advertisers as non-listeners. “When fans see a brand supporting their favorite team or league, they feel a sense of loyalty [and] feel a connection, and that translates to action,” Davis says.
Audacy's report points out several advertisers who are using sports radio to their advantage, such as Surfside beverages, which have benefited from a live read campaign on “106.7 The Fan” WJFK's “Sports Junkies” morning show, and quick-service restaurant chain with spots during Audacy sports stations' “Afternoon Dinner Drive.”
“For advertisers, sports are an unparalleled opportunity to connect with one of the most loyal, engaged, and attentive audiences in media,” Davis says. “Sports radio puts your brand at the center of the action, delivering the fans who matter most and building trust that lasts long after the final whistle.”