Report: Sports Audio Delivers Avid, Diverse Fans

RADIO ONLINE | Tuesday, February 24, 2026 | 11:00am CT

Audacy Insights

New research from the Audacy Insights Team finds that today's most avid sports fans are younger, more diverse and more likely to be reached through sports audio platforms than traditional media alone.

The first half of 2026 is set to deliver a packed sports calendar, from global events such as the Winter Olympics and the FIFA World Cup to major league action across the NBA, NHL and MLB, along with tentpole events like the NCAA Division I Men's Basketball Tournament, the NCAA Division I Women's Basketball Tournament and the NFL Draft. But the research suggests the modern sports fan experience extends far beyond live game windows.

According to the report, "avidity" -- the depth of engagement rather than simple reach -- has become the new currency in sports marketing. Avid fans consume content throughout the day, listening to pre-game analysis, streaming post-game reactions and subscribing to insider podcasts. Seven in ten say they use every available medium to follow their favorite teams and sports.

The profile of today's avid sports fan also reflects broader cultural shifts. The research shows 27% of sports audiences are ages 18-34, 38% identify as Asian, Black or Latino, and 38% are women. More than a quarter consume four or more hours of sports content daily. Among younger fans, live television is no longer the primary touchpoint; sports radio, podcasts and social platforms frequently take the lead.

The study notes that younger fans are expanding the definition of premium sports content, turning to podcasts, sports talk, fantasy leagues, sports betting platforms and athlete-driven streaming channels to deepen their engagement. These outlets, the report says, are not secondary experiences but central to modern fandom.

For marketers, the findings underscore audio's role as what Audacy describes as "the hardest-working buy in sports." As media rights costs and sponsorship fees continue to climb, brands are seeking more flexible and performance-driven alternatives. Radio, streaming and podcasts offer faster turnaround, targeted alignment with teams and leagues, and measurable outcomes.

According to the report, brands advertising on Audacy Sports platforms see an average 40% lift compared to brands advertising elsewhere. Campaigns in competitive categories have shown notable gains in web traffic, including financial services (+105%), home improvement (+42%) and insurance (+32%).

The research concludes that as fans construct their own sports ecosystems across platforms, sports audio is positioned to meet them throughout the day -- not just during the game, but in the conversations and analysis that surround it.

Read the entire Audacy Insights article here.