The sports-formatted AM/FM radio sector is experiencing a remarkable surge in popularity and influence. Stations that deliver live play-by-play game broadcasts combined with in-depth sports talk programming are thriving like never before.
Among the 24 major AM/FM radio formats tracked, sports radio ranks an impressive third in average household income, and its audience significantly over-indexes—meaning they show much higher-than-average participation—in a broad range of high-value purchase categories. This makes the format particularly attractive to advertisers targeting affluent, active consumers who are actively shopping for big-ticket items and services.
Key highlights from the report include:
- Station growth and revenue momentum: Over the past decade, the number of sports-formatted AM/FM radio stations has increased by +14%, while their share of overall radio revenue has jumped even more dramatically by +38%. This reflects both expanding availability and stronger advertiser investment in the format.
- Dominance in digital streaming: According to Nielsen data, sports radio leads all formats in streaming share among key demographics—claiming the number one spot for both 25-54 and 18-34 year olds. This positions it as a powerhouse in the shift toward digital audio consumption
- In-car listening leadership: For over-the-air sports AM/FM listeners, the car remains the primary location for tuning in, reinforcing the format's strength in reaching mobile, on-the-go audiences during commutes and road trips.
- Booming national broadcasts: Westwood One's flagship sports properties have seen massive audience growth. Listenership to NFL games and NCAA March Madness coverage has soared over the last decade, drawing passionate fans who stay tuned for comprehensive coverage.
- Superior advertising effectiveness: Ads on sports AM/FM radio outperform those on TV sports in key ways. The radio audience is far more attentive—often listening without the distractions of visuals—and deeply engaged with the content, leading to higher recall and impact for advertisers.
- Rising affluence: The sports format's household incomes have climbed 17% since 2020, solidifying its third-place ranking among all 24 formats and highlighting an increasingly premium listener base.
- Elevated purchase intent: Across numerous major consumer categories (such as automotive, technology, finance, home goods, and leisure), sports radio listeners demonstrate significantly higher purchase intent compared to the general population average. This "in-market" mindset makes them prime targets for brands.
- Tech-forward mindset: The audience stands out for its enthusiasm around artificial intelligence—they are more engaged with AI tools and services, and show greater willingness to pay for premium AI offerings, aligning with forward-thinking marketing strategies.
These insights paint a picture of a dynamic, high-value format that's not just holding steady but accelerating in relevance. Sports AM/FM radio combines passionate fandom, attentive listening, and demographic strength to deliver outsized results for advertisers.
To dive into the complete details and data sources, check out the full blog post by Pierre Bouvard here.