Super Bowl LVIII certainly was the Big Game this year. CBS Sports reports that it was the biggest Super Bowl in history, drawing more than 123 million people tuning in across all platforms on Sunday. From the national anthem to the overtime win, and all the ads and celebrity sightings in between, there were many buzzworthy moments. Katz surveyed over 500 listeners after the Big Game and found radio was a natural home to many of these ensuing discussions, proving that radio can amplify the impact of events by extending word of mouth and growing audiences.
BIG GAME BUZZ HIT THE RADIO AIRWAVES
In the two days following the Super Bowl, radio was buzzing with discussions around the game. According to Katz's survey, 7 in 10 listeners reported hearing on-air conversations about the Big Game during their daily radio listening - led by men, at 77%. These live conversations on AM/FM radio, involving trusted on-air personalities, echo the same ones people are having across America - and when that dialogue is about big events involving big advertiser investments, marketers are also winners.
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RADIO EXTENDS CONVERSATIONS BEYOND TV'S REACH
Radio excels at reaching consumers on-the-go and outside the home, furthering the reach and impact of big televised events where and when TV cannot. So it is no surprise that 7 in 10 listeners reported hearing Super Bowl discussions while driving in the car, by far the most common location for both men and women. Super Bowl engagement also continued while listeners were at work, for 13% of men and 7% of women. But we cannot ignore at-home listening, as 4 in 10 listeners reported hearing Super Bowl discussions on the radio from the comfort of their homes and home offices.
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SUPER BOWL DISCUSSIONS SPAN ACROSS FORMATS
The Super Bowl is a sporting event that transcends sports; therefore, its discussions go far beyond sports stations. Katz's study found that radio stations of all types, across spoken word and music formats, helped extend the buzz around trending topics. Music stations were the leading source of conversations for all adults - led by women, at 38%. Sports stations were the top locations for men to hear conversations, followed by News and Music stations. Discussions around big events like the Super Bowl cross genres, potentially reaching new audiences that were unengaged, or under-engaged with the telecast.
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FROM "TS" TO "OT" - WHAT EVERYONE WAS TALKING ABOUT
Whether you're a diehard football fan, or more of a casual watcher, there's no denying the Taylor-mania surrounding this year's Super Bowl. Taylor Swift's name popped up most frequently among the Super Bowl topics listeners remembered hearing about on the radio (even ahead of MVP, Patrick Mahomes). That's not due to any shortcomings of the game itself, but rather a reflection of what is most buzzworthy this year. Even among men, game conversations were neck and neck with Taylor Swift.
Importantly for brands, 4 in 10 of listeners reported hearing discussions about Super Bowl ads, a number consistently strong across men and women. Radio helps advertisers earn sustainable brand conversations - more mentions and more exposure - and reach audiences that might have missed their initial ad airing during the Super Bowl.
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The Super bowl truly is an event for the masses, mixing sports, music, and pop culture, providing relevant and appealing content to any age and interest. Radio has its finger on the pulse of big pop culture events and is a natural home to discussions among its trusted and beloved on-air personalities across formats. Radio amplifies event impact, extending brand conversations, and growing audiences beyond TV's reach.