SiriusXM Media, GroupM and Edison Research have released a new sports audio report. The report “explores sports fandom in the U.S. and the role that audio content plays in fans’ engagement with sports and leagues.”
The report found that 64% of sports fans frequently or occasionally listened to sports content last year via radio, podcasts or SiriusXM.
The findings were presented in a webinar late last week by Gabriel Soto, Senior Director of Research at Edison Research, Melissa Paris, Vice President of Sales Research at SiriusXM Media, and Jen Soch, Executive Director, Channel Solutions at GroupM US.
The key findings in the study showed that 186 million people ages 13 and over identify as sports fans, that is two-thirds of the American population. The study also found that 68% of sports fans say sports brings their family closer together. Another major finding was that the majority of Gen Z and Millennials closely follow the personal lives of athletes they like.
While the majority of sports audio is still being consumed via AM/FM radio, podcast’s share of sports listening has almost doubled since 2018. With the younger audience, the study found that 13–34-year-olds are spending three times as much time with sports podcasts than sports radio.
In a positive note for sports audio advertisers, the report also showed 63% of sports audio listeners have gathered more information about a company or product after hearing an ad on a sports podcast or sports audio program. Over half have purchased a product or service after hearing an ad on a sports podcast or sports audio program.
“The idea that sports is more than just a game is at the core of what drives fandom, audio consumption, and the benefits advertisers receive from sports audio,” said Soto. “Family, community, and emotion drive this passion unlike any other. What brand wouldn’t want to be associated with this level of devotion?”
