Media ratings organizations such as Nielsen report that AM/FM sports are growing among the 18-34 and 25-54 male age groups.
The number of sports-based AM/FM radio stations has increased by +14% over the past 10 years
While listening in the car is the top choice for sports fans, Nielsen says online streaming of sports formats is also rapidly increasing among 25-54 and 18-34 year olds.
Westwood One’s NFL and NCAA March Madness broadcasts have grown over the past decade, with viewership shown reaching 1 in 6 American men.
Analysis of data.
Streaming sports programs tripled viewership among 25-54 year olds and nearly quadrupled share among 18-34 year olds.
Even among older viewers, such as those 35 and older, overall sports AM/FM radio share was 5.4%, while streaming share doubled to 11.4%.
According to Edison Research, 61% of time spent with sports audio in the US occurs on AM/FM radio, followed by podcasts (27%) and Sirius XM (12%).
Sports AM/FM radio is most commonly listened to at noon (33%), followed closely by morning drive (29%) and afternoon drive (24%). 10% of all sports AM/FM radio listening occurs at night and 5% at night.
57% of AM/FM radio over-the-air sports time occurs in the car, followed by home (39%) and work/other (3%). Considering all AM/FM radio listening (streaming + over-the-air), time spent on sports AM/FM radio is evenly split between at home (47%) and in the car (47%).
According to Nielsen, viewership for Westwood One’s NFL primetime national broadcasts has increased 26% over the past decade, and Westwood One’s NCAA March Madness national broadcasts have reached more than 20 million Americans.
Radio sales groups point out that advertising on sports AM/FM radio is more effective than on TV sports because AM/FM radio listeners are much more attentive and passionate about sports.
