It is officially football season, which means the return of favorite teams on the field, and familiar local voices in the announcer booth. Katz has previously reported that the NFL’s biggest and most valuable fans tune in to radio coverage of games, and now we are kicking off the season with fresh findings from our NFL Fan Study to show how radio delivers an engaging local fan experience like no other.
FOR LISTENERS, THE FUN IS NOT JUST ON THE FIELD, IT'S IN THE BOOTH
Of course, listeners tune in to NFL games on the radio because they are fans - but what does radio, specifically, have to offer in a world where games are available on several TV stations and video streaming services? Radio is an anywhere medium, available on-the-go, giving fans access to games where and when TV, and other video sources, cannot. It is also where fans can find the most exciting, passionate, and local announcers. NFL play-by-play listeners overwhelmingly acknowledge that their favorite team's radio announcing crew does a great job calling the game, bringing the game to them when they can't be at home to watch.
LISTENERS WANT TO FEEL, AND RADIO PLAY-BY-PLAY DELIVERS
Fans value knowledgeable play-by-play announcers, providing thorough and easy to understand coverage, but their appreciation goes much further than that. Radio broadcasters have an innate ability to make fans feel. Katz learned that listeners across the country connect with the passion and excitement that radio announcers bring to the game. Announcers sound like local fans, often with local accents, and express genuine feelings for the home team, “as opposed to TV, which is neutral.” And a great radio announcer's voice can convey an immersive experience for listeners, that “makes you feel like you’re at the live game itself.”
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BRANDS WIN WITH NFL GAME BROADCASTS ON RADIO
Radio's immersive and engaging experience fosters impactful results for brands. Earlier findings from Katz's NFL Fan Study show that the majority of listeners are receptive to in-game advertising. 79% of listeners reported that they noticed the brands and services that advertised during NFL games, 65% were willing to use those brands that advertised during their favorite team's games, and 70% had a better opinion of brands that sponsor and support their favorite team - all more than the average fan.
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Radio play-by-play is an ideal way for brands to engage with NFL fans throughout the regular season and postseason. Reaching consumers on the go, where TV cannot, radio offers new opportunities for brands to connect with receptive fans. Radio, with the passion and excitement of its beloved announcers, is able to transport listeners, connecting fans to the action. Brands that choose to be part of that action are creating valuable links to locally embedded teams and gaining the opportunity to have their brand names mentioned alongside consumers' favorite brand: the home team.