As sports viewership continues to rise in the U.S., sports radio is in a unique position to help brands capitalize directly on some of the world’s most passionate fan bases. New research from Audacy reveals keys to profitable engagement for the format.

Audacy’s “Sport & Fandom” study highlights the central role of sports radio in increasing fan engagement and increasing advertising impact.

Sports radio listeners, who make up the vast majority of the 84% of Americans who identify as sports fans, stick around even after the final moments of the game. This dedication is evident in the fact that 90% feel more connected to their teams through radio and 80% appreciate the honest reporting and comprehensive live commentary.

Brands that advertise on sports radio enjoy a close connection with their fans: listeners are four times more likely to purchase something from the advertisers, three times more likely to visit their websites, and six times more likely to download their apps.

Sports radio effectively reaches fans throughout the day, with 73% spending more time listening to sports audio than engaging with sports via digital media. Notably, 80% of sports fans skip TV commercials, but only 20% skip radio ads. Incorporating ads into sports talk and live games accounts for 79% of fan activity, with 40% of superfans preferring sports talk to live games.

Advertising on sports radio has been found to significantly increase brand awareness and loyalty. Audacy Sports has seen a 40% increase in brand purchases and usage when brands partner with sports presenters.

Finally, sports radio is extremely effective in numerous advertising verticals, including automotive, insurance and retail. Double-digit improvements in brand recall have been observed in Audacy’s key sports markets such as New York City, Philadelphia, Boston and San Francisco.

This complements previous data from SiriusXM Media, GroupM and Edison Research, which found that sports fans spend an average of over six hours a day engaging with audio content, including more than 90 minutes of sports-related audio content. Audio is preferred for its unique perspectives and exclusive content.

86% of listeners stay connected to their favorite sports teams through audio content, 58% tune in as part of a fan base, and 56% engage socially. Athlete endorsements in audio ads also resonated well, particularly with podcast listeners, underscoring the medium’s effectiveness in influencing consumer behavior.