Sports Radio Audience Delivers Upscale Impact

RADIO ONLINE | Monday, February 23, 2026 | 12:38pm CT

Cumulus Media | Westwood One

Sports AM/FM stations featuring play-by-play and sports/talk continue to post strong gains in both audience and revenue, according to a new analysis from Cumulus Media | Westwood One's Audio Active Group. The blog reports the number of sports-formatted AM/FM stations has increased 14% over the past decade, while revenue shares have surged 38%, based on Miller Kaplan data. The format now reaches one in six American men and ranks third out of 24 AM/FM formats in household income.

Nielsen data shows sports dominates AM/FM streaming, ranking number one among adults 18-34 and 25-54. Among 18-34s, sports holds a 3.7 overall AM/FM share but posts a 13.9% streaming share -- nearly four times higher. For 25-54s, the format's 5.1 total share jumps to a 14.2% streaming share. Even among adults 35 , sports' 5.4% total share doubles to 11.4% via streaming.

According to Edison Research's "Share of Ear" study, 61% of all U.S. sports audio time spent occurs on AM/FM radio, followed by podcasts at 27% and SiriusXM at 12%. Listening is strongest during midday (33%), morning drive (29%) and afternoon drive (24%). Over-the-air sports listening primarily happens in the car (57%), though total AM/FM sports listening is evenly split between home and car when streaming is included.

The report also highlights growth in national sports broadcasts. Nielsen indicates audiences for Westwood One's NFL prime-time broadcasts have grown 26% over the past decade, while its NCAA March Madness coverage reaches 20 million Americans annually.

Research from MRI-Simmons suggests sports AM/FM listeners are more engaged than sports TV viewers across multiple measures of sports passion, including for NFL and college basketball. The format also generates strong interest in sports betting.

Financially, sports AM/FM listeners rank among the most affluent radio audiences, with household incomes rising 17% since 2020. Compared to sports TV viewers, the radio audience is more likely to be employed, college educated and married.

The blog notes sports listeners over-index across several major purchase categories. They are 24% more likely than average Americans to spend $1,000 or more on auto repair and maintenance, are frequent auto parts shoppers, and are more likely to be in the market for new vehicles or lease agreements. Luxury auto brands perform particularly well among the format's audience.

Financial services and travel brands also show strong potential, with sports listeners over-indexing for banks, credit cards, hotels, airlines and cruises. Case studies cited in the blog found hotel sponsorships tied to Westwood One sports content delivered measurable brand equity gains.

Emerging technology is another area of opportunity. A recent Quantilope study found sports AM/FM listeners are more engaged with artificial intelligence and more willing to pay for AI services compared to the total U.S. population.

The findings underscore sports AM/FM radio's continued growth and its value as a platform reaching an attentive, upscale and purchase-ready audience across a broad range of categories.

Read the entrie blog post here.