Reaching Sports Fans in the Age of Audio

Today’s most devoted sports fans aren’t just watching on TV anymore – they’re living in audio. That’s the core finding of the latest Audacy, Inc.‘s research, and it has major implications for how brands should think about reaching passionate audiences.

Here are some of our key takeaways:

Fandom is now a full-day behavior, not a game-time moment. More than seven in ten of the most avid fans use every medium possible to follow their teams, moving seamlessly from pre-game podcasts, to live coverage, to post-game analysis and social conversation.

The most valuable fans are younger and deeply engaged. Over a quarter of avid fans spend 4+ hours a day with sports content, and 27% are between 18-34 – a generation that’s building habits outside of traditional TV-first consumption.

Audio has become the new center of sports culture. For younger fans especially, live TV is no longer the primary hub of fandom. Sports podcasts, radio, streaming, and social platforms are where they go for analysis, debate, insider access, and community.

Avid fans drive brand purchase. In fact, 60% connect brands to some of their most memorable fan experiences and fans are 2.5x more likely to consider a brand that supports their favorite team.

At ARM, we help brands connect with audiences on the platforms they actually use, through smart audio strategy, media planning, and creative that’s built for how people listen today.

Let’s talk about how we can help you reach fans where fandom really lives – not where it used to.