From the roar of the crowd during NFL games to the excitement of watching college basketball tournaments, sports captivate audiences around the world. But amidst the exciting games, there’s a rising star in the world of sports activities that marketers shouldn’t overlook: sports audio.
A recent collaboration between SiriusXM Media, GroupM, and Edison Research has resulted in a groundbreaking sports audio report. This comprehensive study delved deep into the habits and preferences of sports fans in the United States, shedding light on the key role audio content plays in their engagement with sports and leagues.
According to the study, 2 out of 3 Americans aged 13 and older consider themselves sports fans, and people in the U.S. are spending more than two hours longer on audio content every day. Let’s take a closer look at some of the key findings.
In a world where sports stories dominate the headlines, captivating audiences with every twist and turn, a quiet revolution is underway. From the thrills of the NFL season to the excitement of the basketball court, sports fans are embracing a new way to enjoy their favorite games: through the power of sound.
The numbers speak volumes
Two out of three Americans ages 13 and older proudly claim to be sports fans, a huge demographic of 186 million. But what sets these fans apart is their deep commitment to audio content. Dedicating an impressive 6 hours and 26 minutes to audio every day, sports fans spend two hours more than the average American immersed in a rich tapestry of sports-related audio.
The changing face of the sports fan
As the landscape of sports fans changes, so does their composition. While traditional demographics may have tended to be white and male, a new wave of enthusiasts is emerging. Younger generations and diverse audiences are leading the way, bringing fresh perspectives and passions to the forefront of sports culture. This shift is reflected in the eclectic array of sports that fans follow closely, from the NFL to soccer and everything in between.
Empowering women in sports
One of the most significant changes in recent years is the growing interest in women’s sports. With historic viewership numbers and a growing fan base, women’s narratives are captivating audiences across all demographics. From Generation Z and millennials to diverse audiences, fans are increasingly attracted to women’s sports teams and athletes, sparking a surge of interest that shows no signs of slowing down.
Growing popularity of women’s sports
iHeartMedia and Deep Blue Sports + Entertainment have launched the Women’s Sports Audio Network (WSAN), a free ad-supported platform featuring podcasts, daily sports updates and athlete information.
WSAN aims to expand access to female athletes and their stories by amplifying their presence on a national scale. Headed by sports media personality Sarah Spain and WNBA legend Cheryl Swoopes, the network will offer daily shows and commentary on a variety of sports.
The iHeartSports network will also contribute by publishing daily reports on women’s sports on more than 500 stations. This initiative is in line with the rapid growth of women’s sports, which will reach $1 billion this year despite only 15% of the media coverage.
Gail Troberman, Chief Marketing Officer of iHeartMedia, emphasized the importance of recognizing the momentum of women’s sports and leveraging iHeart’s broad audience reach to increase their visibility. Deep Blue Founder and CEO Laura Correnti emphasized the need for media and commercial investment to keep up with the growing demand and sustain this upward trajectory.
Audio offerings benefit sports fans in several ways
- Diverse viewpoints: According to a survey, 66% of sports listeners tune in to get unique insights and perspectives on sports that are not available on other media channels. This differentiated content allows fans to delve deeper into their favorite sports and gain a better understanding of the games they love.
- Community engagement: For 86% of sports program listeners, audio helps them stay connected to their favorite teams and sports. Additionally, 58% use audio content to become part of a broader community of fans, fostering a sense of belonging and camaraderie within the sports community.
- Connecting with peers: Audio content also fosters personal connections: 56% of sports listeners use it to feel more connected to friends, family and colleagues who share their passion for sports. Whether it’s game highlights or player performances, audio content accelerates meaningful interactions between sports fans.
- Whether it’s game highlights or player performances, audio content accelerates meaningful interaction between sports fans.
- Strategic insights: In sports betting and fantasy sports, audio is a valuable resource for fans looking for a competitive edge. Fifty-two percent of sports listeners use audio content to stay informed and make more informed decisions when betting on games or managing their fantasy sports teams. This access to inside knowledge enhances the overall sports experience for avid fans.
- The impact of sports audio
- Sports audio is at the heart of this revolution, offering fans a unique way to connect with their favorite teams and athletes. Whether through podcasts, satellite radio shows or traditional broadcasts, audio content provides fans with differentiated viewpoints, community connections and valuable sports information. This immersive experience fosters deeper engagement and drives consumer behavior, with audio listeners becoming greater consumers of sports merchandise and memorabilia.