Fandom Runs Deep: The Latest Audacy Sports Fandom & Advertiser Impact Study

With seconds left, the quarterback fires a pass to his star receiver, who dives but misses. Game over. The team’s fans are speechless—but only momentarily. For true sports enthusiasts, the game never ends. They dive into sports talk for their favorite hosts and share every high and low with fellow die-hards. Sports radio feeds their passion 24/7.

And marketers have long taken notice of this intensity and passion. Brands are eager to connect with the biggest fans, and sports radio listeners are the cream of the crop. These fans aren’t just cheering for their favorite teams; they actively support brands sponsoring their sport. The recent Sports & Fandom study by Audacy dove deep into the nature of fandom, uncovering the crucial role sports radio plays in driving fan engagement, loyalty, and advertiser impact.

Here are six takeaways. 

Across the country, 84% of Americans identify as sports fans, but the most avid, committed fans, are sports radio listeners. These are the team fanatics, and sports radio fuels their devotion.

Sports radio fans are avid superfans of the NFL, MLB, NBA, and NHL, and their excitement doesn’t stop when the game ends.

At Audacy, we fuel that fandom with around-the-clock sports highlights, analysis, and inspiring stories. Our veteran hosts and analysts offer unmatched insights, earning the trust and loyalty of our listeners.

Here’s what our listeners say:

Plus Phillies phavorite Bryce Harper has a word or two about the impact of Philly phandom.

Sports radio offers an unbeatable platform for advertisers. Our audience isn’t just listening; they’re engaged and deeply connected. And the brands that support their favorite teams and leagues become part of the community.

Advertisers bask in the glow of fandom, and enjoy significant advantages when they message on sports radio:

And that fan energy leads to real action. Sports sells. Fans respond to ads with enthusiasm and loyalty. Consider these compelling statistics:

Our sports radio listeners are:

Today’s fans are everywhere, but they’re most focused when tuning into sports radio. They’re actively engaged as they listen throughout the day — when they’re in the car, at the beach, walking the dog, or doing laundry. Brands that advertise on sports radio cut through the clutter — big time.  

Sports radio listeners don’t hit the fridge or scroll Instagram during ad breaks. They listen. Among fans, 80% say they avoid TV ads, but only 20% skip radio ads. 

Sports radio delivers. Listeners notice, trust, and seek out brands advertised on radio more than on TV.

Today’s die-hard fans are all about their teams and players. (Cue the Swifties in Chiefs gear.) Superfans don’t tune out after games; they tune into sports talk for hours all week. Brands that only advertise in live games are missing 80% of sports fan action. 

For superfans, sports talk is oxygen. They’re obsessed with every trade, play, and injury report, and 40% prefer it over live games. 

Advertising with Audacy is the spread offense brands are looking for! Our die-hard listeners cheer for brands that back their favorite stations and teams, earning their trust and loyalty.

This deep connection fuels brand lift throughout the entire marketing funnel. 

Advertising on Audacy Sports drives results across the entire marketing funnel. These winning brands see a 40% increase in brand purchase and usage. 

And partnering with our beloved hosts makes a campaign even stronger. When a brand partners with a sports talk host, 61% of weekly listeners view the company more positively. 

Sports radio hits the sweet spot for top categories like auto, insurance, quick-serve restaurants, telecom, beverage, and retail, engaging fans across the brand journey. Fans remembered national and local brands that sponsor their beloved teams and advertise on sports radio.

In Audacy’s key sports markets, radio advertisers recorded sky-high brand lift – scoring double digit wins across the board:

Partnering with sports radio is a home run for brands. In Philadelphia, Phillies fans recalled 60% of top local radio advertisers. Boston’s Shaw’s Supermarket even outperformed giants like Nike and Pepsi in unaided recall. Businesses that lean into radio get noticed.

Today’s advertisers are hungry to reach engaged consumers in high-quality, brand-safe environments, and there’s no better place than sports radio and our passionate listeners.

If you aren’t in the sports radio game or want to double-down, now is the moment. There are great opportunities for brands across teams and leagues, and in local markets with avid fans. The MLB and WNBA are in full swing, and the NFL and college football are just around the corner.

Fans remember the advertisers that support their teams and reward them for it. It’s the slam dunk that ignites the crowd. Now that’s a game-winning plan.