FINDINGS FROM NEW KATZ STUDY
The wait is nearly over for college football fans, with the new season kicking off this weekend. The excitement is revving up for brands as well - especially if they're planning to advertise during radio broadcasts of college football games. Katz Radio Group's latest sports fan study finds that college football's most engaged and valuable fans tune into the action on AM/FM radio.
COLLEGE FOOTBALL LISTENERS AMP UP CONSUMER ENGAGEMENT
Katz conducted a survey of over 500 college football fans at the conclusion of last year's regular season to tap into the fan experience while it was freshest in their minds. 44% of those surveyed considered themselves to be "big fans" of college football and engaged with different aspects of the sport last season, but a number of respondents proved to be even bigger fans - those who listened to games on the radio.
Compared to a typical college football fan, those who tuned-in on the radio were more passionate all around, +40% more likely to be "big fans," including being more likely to deck out their homes or cars with their favorite team gear. They were more active and engaged with the sport last season, and more likely to invest time and money into their passion. Local economies benefited from these listeners as more went to games in-person (+80%), watched at bars or restaurants (+52%), tailgated (+103%), and bought team apparel (54%). Listeners proved to be ideal sports betting targets as well, with +84% more placing bets on college football action than the average fan.
Chart is interactive; click gray circle to enlarge.
BRANDS SCORE WITH SPORTS RADIO
Listeners to college football games were not only active consumers this past season, but they were also receptive to advertising. When it came to engaging with brands that advertised during college games, listeners were +31% more likely to notice the brands, and +66% more likely to consider using the brands compared to the average college football fan.
Chart is interactive; click gray circle to enlarge.
College football is a touchdown for advertisers, connecting brands with loyal and engaged audiences across the country. Brands that advertise during radio broadcasts of games this coming season will certainly be reaching some of the most desirable consumers in college sports.