Media ratings groups, such as Nielsen and others are reporting that AM/FM sports is growing among ages between men 18-34s and 25-54s.
The number of sports-formatted AM/FM radio stations has grown +14% over the last decade
Listening in your vehicle is the top choice for sports enthusiasts but Nielsen says the sports format streaming online has also seen a jump among 25-54s and 18-34s.
Westwood One’s NFL and NCAA March Madness broadcasts have increased over the past 10 years and ratings show its reaching one of six American men,
Breaking Down The Data.
Sports programing that stream have tripled their audience among 25-54s and increases its share nearly four times among 18-34s.
Even among older audiences like 35+, the 5.4% sports total AM/FM radio share doubles to a 11.4% streaming share.
Edison Research’s says 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.
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), sports AM/FM radio time spent is equally split between the home (47%) and the car (47%).
According to Nielsen, audiences to Westwood One’s NFL prime time national broadcasts have grown 26% over the last decade and Westwood One’s NCAA March Madness national broadcasts reach over 20 million Americans.
Radio sales groups have pointed out that 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
