Baseball's Most Valuable Fans Are Tuning-In Radio

Taylor Swift isn't the only sports fan worth talking about these days. Katz Radio Group's latest study highlights some impressive box scores for baseball's most engaged and valuable fans - those that tune in to the action on AM/FM radio. Katz surveyed 800 Major League Baseball fans across the country this past week and found that those who listened to games on the radio knocked it out of the park for every aspect of fan engagement.

All of the respondents in Katz’s survey self-identified as MLB fans, either “casual” or “big,” depending on their own perception. Compared to the average MLB fan in the survey, those who tune-in to games on the radio displayed a deep fandom for the sport and the league. They were more likely to be "big fans," (+40%) and wear their pride on their sleeves, quite literally, by sporting MLB-themed clothing often (+47%). Listeners spent more time and money on their MLB passion as well, including going to games in person (+43%). Listeners attended between 2 and 3 games this season, more than the average fan, and were also more likely to go to bars or restaurants to watch games.

Listeners demonstrated a desire for even more ways to engage with MLB content than the average fan, including listening to baseball podcasts (+71%) and following teams and players on social media (+24%). And they proved to be way more willing to add stakes to their engagement, with +74% more placing bets on MLB action than the average fan.

Play-by-play listeners are engaged with all aspects of the MLB, including the advertisers they hear on-air during games. 72% of listeners notice brands that advertise during game broadcasts, +22% more than the average fan. 66% are more willing to use brands that advertise during their favorite team’s games, +32% higher than the average. And listeners are +33% more likely to say they have a better opinion of brands that sponsor and support their favorite teams.

Of course, MLB fans listen to games on the radio because they are fans, but why radio in particular? Why do more than 7 in 10 of MLB listeners tune in to radio broadcasts of games at least 1x time a week? The answer is built into the nature of the medium, itself. Radio is available on-the-go, reaching fans where and when TV cannot, leading to 91% agreeing that it is a good way to bring the game to them when they can’t be home to watch. And regardless of where they are, they don't seem to feel like they are missing out on the experience, as listeners overwhelmingly acknowledge that their favorite team's radio announcing crew does a great job calling the game.