A new analysis from Nielsen Media Research for Inside Radio examined all of the National Football League teams from the 2022-23 season in terms of PPM panelists who tune into the games to try and determine the types of consumers listening. The study, which cites 30 NFL teams included, reveals that 66% of the NFL team listening audience has an average household income of $75,000 or more compared to 53% of the total radio market in those locales overall. Additionally, 45% of the NFL team listening audience has a college degree or more, whereas 36% of the total radio market can say the same.
“There are dozens of streaming services playing Taylor Swift,” said John Snyder, senior vice president and sales director of Nielsen Media Research,” but only one flagship station broadcasting the local NFL team.”
Out of the NFL teams within the study, the Miami Dolphins have the largest percentage of fans with a household income of $75,000 or more (68%). Listeners of the team’s broadcasts are 75% more likely than the total listenership within the Miami designated market area to qualify in this category. The Houston Texans placed second in this category (65%), with the team’s audience 67% more likely to fall in the classification.
As it pertains to the highest level of education attained, the Arizona Cardinals listening audience is 97% more likely (57%) to have a college degree or higher pursuant to the total market radio audience (29%). The Houston Texans also placed second in this category, with its radio audience 79% more likely to land in this grouping.
The Nielsen study is part of a larger series for Inside Radio regarding radio audiences listening to the NFL. It compares households with PPM meters tuned in to the games on radio with average radio listeners within the same marketplace. On average, NFL listeners are 25% more likely to have a household income over $75,000 and also 25% more likely to have a college degree or higher education.
