“The State of Sports Media 2024,” the latest edition of an annual research study from Harker Bos Group’s Crowd React Media, has much to say about the importance of radio, and audio media overall, in its report released today.
Right up top, the national survey of more than 500 U.S. sports fans 18 or older finds that more than half (56%) of these fans tune to AM/FM radio for their sports content, vs. 35% who listen to sports-related podcasts.
“Demonstrating the resilience of traditional broadcast media, sports fans are primarily consuming sports programming via AM/FM radio,” the report says. “Radio remains a crucial medium, [with] AM/FM radio still retain[ing] a sizable share of sports fans’ attentions, as audiences are regularly tuning in.”
Widening the scope to all audio, the study finds that while 59% of all fans listen to audio-based sports programming – including commentary and analysis, play-by-play, and sports talk shows – 67% of those age 18-39 say they listen regularly. “This is consistent with national listenership trends among younger demographics – they are audio-obsessed presenting radio stations with a unique opportunity to tap into this highly engaged demographic,” the report states.
The trend is the same for audio content related to sports betting. While a third of fans listen to radio or podcasts focused on sports betting and odds, nearly half (46%) of 18-39-year-olds are tuning in, with more than half (55%) actively betting on games. “Radio stations have the chance to capture this growing audience by incorporating betting-related content into their programming,” the report says. “It’s safe to say that integrating sports betting content into any sports media platform is a solid strategy.”
Other findings from the third annual “State of Sports Media” include social media continuing to be important to fans – with 90% using YouTube, and 71% engaging on Facebook to consume sports content – while for most, fandom is a 24/7 commitment. “Sports fans are no longer confined to game days, with many actively consuming sports news, analysis, and commentary year-round,” the report says. “Media brands that provide continuous, engaging content can capture fan interest even in the off-season.”
The full “The State of Sports Media 2024” report can be downloaded HERE.
