The Sports Audience TV Can’t Match Is on the Radio, Study Shows

Why It Matters

The findings give advertisers a data‑backed reason to shift ad dollars from national TV to sports radio, where brand affinity and recall are stronger, especially among younger fans. This could reshape media‑buying strategies and boost revenue for local radio stations.

Key Takeaways

• Sports radio listeners double brand support vs. non‑listeners.
• Radio sponsors outscore TV in memorability for 18‑34 fans.
• Sports AM/FM stations grew 14% and added 100 outlets.
• AM/FM holds 61% of sports audio consumption, led by cars.

Pulse Analysis

The sports audio market is undergoing a quiet but significant shift. While national television still commands large audiences, a recent Vision Insights Decoder study highlights that sports radio listeners demonstrate markedly higher brand loyalty. Listeners aged 18 to 34 not only recall radio sponsors more readily—scoring 144 versus 135 for TV—but also express a willingness to purchase from brands that back their teams, with 40% indicating intent compared with just 20% of non‑listeners. This affinity is amplified by the personal, local nature of radio, which often features the voices that fans hear daily in their commutes.

For advertisers, the data presents a compelling case to reallocate spend toward sports radio. Younger demographics, traditionally courted by TV, are showing stronger engagement with radio‑based sponsorships, suggesting that local‑focused campaigns can achieve higher memorability and conversion rates. Brands seeking to deepen connections with passionate fan bases may find greater ROI by partnering with stations that align with specific teams or regional sports cultures, rather than relying on broad, national TV spots that lack the same emotional resonance.

The trend is reinforced by the growth of sports‑formatted AM/FM stations, which have expanded by 14% and added over 100 new outlets in the past decade. Their share of AM/FM ad revenue climbed from 9.3% in 2016 to 12.8% in 2025, reflecting advertisers’ confidence in the medium. Moreover, Edison Research shows that 61% of sports audio consumption occurs on AM/FM, driven largely by in‑car listening—a context where traditional TV cannot compete. As car manufacturers integrate more advanced infotainment systems, the reach of sports radio is poised to expand further, offering advertisers a stable, high‑engagement platform for the years ahead.