Sports AM/FM Radio Soars With Growing Revenue Shares, Eye Popping Streaming Audiences, And An Upscale Audience That’s In The Market For Just About Everything
Click here to view a 16-minute video of the key findings.
Click here to download a PDF of the slides.
Sports-formatted AM/FM radio stations which feature play-by-play broadcasts along with sports talk are on a tear.
Revenue shares and station counts are up. Nielsen reports the sports AM/FM radio format is number one in streaming shares among 18-34s and 25-54s. Ranking third of twenty-four AM/FM radio formats in household income, the sports AM/FM radio audience over indexes for a slew of major purchase categories.
Key findings:
- The number of sports-formatted AM/FM radio stations has grown +14% over the last decade, while revenue shares increased +38%
- According to Nielsen, the sports format ranks an astonishing number one in streaming shares among 25-54s and 18-34s; In-car listening is the dominant location of listening among over-the-air sports AM/FM radio listeners
- Over the last decade, audiences to Westwood One’s NFL and NCAA March Madness broadcasts have soared
- Advertising on sports AM/FM radio is more effective than TV sports because the AM/FM radio audience is far more attentive and sports engaged
- Ranked third in income of twenty-four AM/FM radio formats, the sports format has seen household incomes grow 17% since 2020
- Across a wide array of major categories, the sports AM/FM radio audience has far greater purchase intent than the average
- When it comes to AI, the sports AM/FM radio audience is much more engaged with and willing to pay for AI services
Reaching one of six American men, the number of sports stations has grown +14% over the last decade, while Miller Kaplan revenue shares have surged by +38%
Sports dominates AM/FM radio streaming: Nielsen reports the sports format ranks number one among 18-34s and 25-54s with eye popping streaming shares
Comparing overall sports shares to streaming shares, the sports format nearly triples its audience among 25-54s and increases its share nearly four times among 18-34s. Nielsen reveals the sports AM/FM radio format streaming share is number one among 18-34s and 25-54s.
Among persons 18-34, the sports format has a 3.7 overall AM/FM radio share (over-the-air plus streaming). The 18-34 sports streaming share is 13.9%, almost four times greater than its overall share.
Among persons 25-54, sports has a 5.1% total AM/FM radio share (over-the-air plus streaming. The 25-54 streaming sports share is a whopping 14.2%, nearly three times its overall share.
Even among persons 35+, the 5.4% sports total AM/FM radio share doubles to a 11.4% streaming share.
AM/FM radio represents the majority of U.S. sports audio time spent, followed by podcasts; Sports AM/FM radio listening occurs throughout the day
According to Edison Research’s “Share of Ear” study, 61% of all U.S. sports audio time spent occurs on AM/FM radio, followed by podcasts (27%) and Sirius XM (12%).
Midday (33%) is the most listened to time period for sports AM/FM radio, closely followed by morning drive (29%) and afternoon drive (24%). 10% of all sports AM/FM radio listening happens at night with 5% occurring overnight.
The car is the number one location of sports listening among over-the-air AM/FM radio listeners
57% of all AM/FM radio over-the-air sports time spent occurs in the car, followed by home (39%) and work/other (3%). When all AM/FM radio listening is considered (streaming + over the air), AM/FM sports AM/FM radio time spent is equally split between the home (47%) and the car (47%).
Over the last decade, audiences to Westwood One’s NFL and NCAA March Madness broadcasts have surged
Nielsen reports audiences to Westwood One’s NFL prime time national broadcasts have grown 26% of the last decade.
Nielsen studies reveal Westwood One’s NCAA March Madness national broadcasts reach a massive 20 million Americans.
Why is advertising on sports AM/FM radio more effective than TV sports? The AM/FM radio audience is far more sports engaged than the TV audience
Consider the March Madness audience. Compared to college basketball TV viewers, Westwood One’s NCAA basketball AM/FM radio audience is far more sports passionate across nine measures of sports engagement, according to MRI-Simmons.
When it comes to the NFL, MRI-Simmons reports the NFL AM/FM radio audience is much more sports engaged than NFL TV viewers.
Not surprisingly, sports AM/FM radio generates exceptional levels of sports betting
Ranked third in income of twenty-four AM/FM radio formats, the sports format has seen incomes grow +17% since 2020
Compared to the sports TV audience, the sports AM/FM radio audience is more upscale, more likely to be employed, college educated, and married
Westwood One’s NCAA March Madness listeners are younger, more upscale, and more likely to be employed and have kids compared to the NCAA basketball TV audience
Auto repairs, maintenance, and auto parts are significant purchase categories for the sports AM/FM radio format
The sports AM/FM radio audience is 24% more likely than the U.S. average to spend $1000 on auto repair and maintenance.
Sports AM/FM radio listeners are frequent auto parts shoppers.
New car purchases and luxury auto brands are key categories for the sports AM/FM radio audience
The sports AM/FM radio audience is 6% more likely to be in the market for a new vehicle and 7% more likely to lease a car.
Sports listeners over index for a wide variety of auto brands, especially luxury models (indicated in bright blue).
Financial services is an ideal category for the upscale sports AM/FM radio audience
The sports AM/FM radio audience over indexes for a wide array of financial institutions and major credit cards.
The travel category is an exceptional performer for the sports AM/FM radio audience
Across major hotel brands, airlines, and cruises, the sports AM/FM radio format over indexes.
When it comes to AI, the sports AM/FM radio audience is much more engaged and willing to pay for AI services
A new Quantilope study reveals compared to the total U.S., the sports AM/FM radio audience is far more interested in AI and are more frequent users.
Key findings:
- The number of sports-formatted AM/FM radio stations has grown +14% over the last decade, while revenue shares increased +38%
- According to Nielsen, the sports format ranks an astonishing number one in streaming shares among 25-54s and 18-34s; In-car listening is the dominant location of listening among over-the-air sports AM/FM radio listeners
- Over the last decade, audiences to Westwood One’s NFL and NCAA March Madness broadcasts have soared
- Advertising on sports AM/FM radio is more effective than TV sports because the AM/FM radio audience is far more attentive and sports engaged
- Ranked third in income of twenty-four AM/FM radio formats, the sports format has seen household incomes grow 17% since 2020
- Across a wide array of major categories, the sports AM/FM radio audience has far greater purchase intent than the average
- When it comes to AI, the sports AM/FM radio audience is much more engaged with and willing to pay for AI services
Click here to view a 16-minute video of the key findings.
Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®.
Contact the Insights team at CorpMarketing@westwoodone.com.