Fans Tune In Across Screens and Airwaves
TV broadcasters posted some of their best ratings to kick off the NFL’s 2025 season, with Nielsen reporting an average of 22.3 million viewers per game, a 5% increase from last year and a new record for the league. TV is not the only destination for football fans this season – AM/FM radio is home to some of football’s biggest and most engaged fans. Advertisers win big with game-day radio, and fans keep tuning in, engaging, betting, and supporting like never before.
RADIO DELIVERS THE NFL’S MOST PASSIONATE AND ENGAGED FANS
Radio continues to be a powerhouse destination for the most passionate, active, and brand-responsive fans. A Katz study found that radio listeners were 28% more likely to identify as “big fans” versus the average fan, and showed significantly higher levels of engagement, including attending games (+67%), tailgating (+74%), and watching at bars or restaurants (+40%). As the 2025 season begins, the trend continues: sports audio formats, like sports talk radio and game broadcasts deliver extraordinarily loyal audiences. Audacy reports that with 81% identifying as “avid fans” per a recent syndicated study by Vision Insights Decoder Fan Insights.
UNMATCHED REACH, ENGAGED FANS, PREMIUM VALUE
NFL radio broadcasts deliver massive scale and value. They reach a larger audience than any single top-10 radio station and attract listeners who are highly engaged with the on-air content. NFL teams' flagship stations consistently rank #1 in cume, outperforming other leading stations in the market. These local audience magnets connect with fans in diverse settings, including in cars and away from home, where radio is often the primary screen.
Click gray circle to enlarge.
HIGH SPENDING POWER OF NFL RADIO FANS
Fans want to be connected anywhere, especially in cars. A Katz Study found 95%* cite radio as a reliable way to follow games on the go. The value of sports audio is clearly demonstrated by the distinct demographic and lifestyle characteristics of NFL fans who engage with it. Research shows that NFL fans who listen on radio are not only more likely to participate in sports betting, but they’re also making significantly larger purchase decisions compared to the average consumer. These engaged listeners aren’t just tuning in, they’re actively spending, making them a powerful audience for advertisers. As shown in the chart below, NFL radio listeners reported spending over $300 in the last 30 days at restaurants, taking three or more foreign vacations, investing $10,000 on overseas travel, putting $2,000 toward home improvements, and most recently purchasing or leasing a luxury car.
*Source: Katz Radio Group. NFL 2023 Season Wrap-Up. Study based on 800 surveyed NFL fans.
Click gray circle to enlarge.
As the NFL’s 2025 season kicks off with record-breaking momentum, it’s clear that the league’s reach extends far beyond television screens. Radio continues to be a dominant force in delivering the NFL’s most passionate, affluent, and engaged fans - those who not only watch but also attend, buy, and act. With unmatched portability, deep listener loyalty, and engagement, NFL radio broadcasts offer brands a unique opportunity to connect with consumers wherever they are.
