The research underscores audio's growing dominance in sports consumption, particularly for diehard fans and marketers seeking deeper connections.
Key findings include:
- Diehard fans are 1.4 times more likely to watch pre- and post-game shows on radio than on TV.
- 79% of fans report that sports foster a sense of community; many prefer muting national TV broadcasts to tune into local radio for authentic city-specific emotion and history.
- Audacy now leads in sports talk reach across radio and television, outpacing ESPN and FS1.
- Gen Z fans remain highly engaged but gravitate toward personalities, podcasts, and audio creators over traditional networks.
- Sports audio delivers broad marketing impact beyond beer and betting ads, boosting web traffic on air days: +105% for financial services, +42% for home improvement, +22% for grocery, and +10% for automotive.
- Fandom extends far beyond game time—audio sustains engagement 24/7 before, during, and after events, building loyalty in a fragmented media environment.
The guide positions sports fandom as an ongoing conversation driven by trusted local voices, strengthening radio's (and Audacy's) unique role amid streaming and digital competition.