Brands that advertise during radio broadcasts of National Football League games have a lot to be excited about heading into the playoffs. Recent data from Nielsen, as reported by Inside Radio, has shown that game broadcasts on radio delivered "monster" ratings this season. And Katz Radio Group's latest sports fan study finds that those advertisers not only reached massive audiences on radio, they also tapped into football's most committed and valuable fans.
NFL LISTENERS AMP UP CONSUMER ENGAGEMENT
Katz conducted a survey of over 800 NFL fans this week to recap their experiences during the 2023 regular season. Respondents self-identified as "big" or "casual" fans of the NFL. While half of those surveyed considered themselves to be "big fans," Katz identified a set of respondents who proved to be even bigger fans - those who listened to games on the radio.
Compared to a typical NFL fan, those who tuned-in to games on the radio were more passionate, +28% more likely to be "big fans," along with all the trimmings, including wearing team apparel and displaying home décor. They were more active and engaged with the league this past season, and more likely to invest time and money into their passion. More NFL listeners went to games in-person (+67%), tailgated (+74%), or watched at bars or restaurants (+40%).
Game listeners demonstrated a desire for even more ways to engage with NFL content than the average fan, including listening to football podcasts (+71%) and following teams and players on social media (+39%). They got in on the action as well, in terms of sports betting, with more placing bets on NFL football action than the average fan (+59%).
Click gray circle to enlarge chart.
BRANDS WIN WITH NFL GAME BROADCASTS ON RADIO
Katz's study found that the majority of listeners to NFL games are receptive to advertising - more so than the average football fan. 8 in 10 listeners reported that they noticed the brands and services that advertised during NFL games, +27% more than the average. 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.
Click gray circle to enlarge chart.
WHY LISTENERS TUNE IN ON GAME DAY
Radio is an anywhere medium, available on-the-go, reaching fans where and when TV cannot. Virtually all NFL listeners (95%) agree that radio is a good way to bring the game to them when they can't be home to watch. And importantly, they enjoy the listening experience as well, overwhelmingly affirming that their favorite team's radio announcers do a great job calling the game.
Click gray circle to enlarge chart.
The NFL is a touchdown for advertisers, connecting brands with large, loyal, and active audiences across the country. Brands looking to reach top tier consumers throughout the regular and post-season know they can be found listening to radio broadcasts of games.