How insurance, QSR, and telecom giants are scoring big with sports radio

Marketers have always known the power of reaching passionate fans—and our latest study with Vision Insights proves that sports talk radio is a game-changer for brands.

Think of sports radio as the franchise player that never disappoints, consistently drawing in a loyal audience of die-hard fans hungry for nonstop analysis, opinions, and conversations straight from the heart of the biggest sports markets. This kind of fandom is rare, creating a one-of-a-kind environment where advertisers—from local businesses to national giants like insurance, quick-service restaurants (QSR), and telecom—can thrive.

Vision Insights and our Audacy Sports team recently analyzed 54 local and national brands across seven major sports markets to assess advertiser performance. Here are five key takeaways from the study:

1. Sports Radio: A Community that Connects Fans Like No Other

Sports radio is where the most dedicated fans come together—sharing opinions and reliving those unforgettable game moments through interviews with players and coaches. It’s not just a broadcast; it’s a community, connecting fans in a way that live games can’t always match. And the best part? It’s always on. Fans can tune in anytime, anywhere.

And it gets better: Sports fans welcome ads as part of the experience. Fans are four times more likely to catch a brand’s message on sports radio than on TV.  There’s a halo effect at play—ads on sports radio are more noticeable, stand out better, and are more trustworthy than TV ads.

2. Sports Talk is a Stellar Environment for Brands

As advertisers compete for consumer attention, sports radio delivers a dedicated audience: nine out of ten sports fans listen equally to sports talk and live game broadcasts. These listeners consider sports talk a natural fit for ads and even welcome them.

That connection translates to action. Advertisers on Audacy Sports stations see an average 18% lift in five key performance indicators, including familiarity, affinity, and usage.

Still need more convincing? Consider these compelling statistics.

Our sports radio listeners are:

3. Insurance, QSR, and More Score with Sports Radio

Major brands need powerful media partners to outshine their rivals, and sports talk is a game-changer. Take Allstate, for example. By advertising on both sports talk and play-by-play broadcasts, it outperformed its competitors in brand affinity and consideration.

Audiences remember the marketing messages they hear on their favorite sports talk stations. In this study, QSR and insurance brands like Dunkin, Geico, and MassMutual saw significant brand lift across markets. Insurance firms enjoyed an average 51% lift, while QSR advertisers achieved an average 43% lift.

Sports talk also delivers strong results across other categories. Telecom giants like AT&T and Verizon, along with retailers like Nike and Adidas, and car manufacturers like Ford and Toyota, posted strong unaided recall in the study’s seven key sports markets.

4. Local Businesses Shine on Sports Talk

Local and regional advertisers are thriving on sports talk radio, outperforming their competitors in sports-centric cities like Philadelphia, Boston, and Dallas. From window installation pros to auto dealers, these sports radio advertisers are seeing a double digit lift in brand metrics.

5. Advertisers are Part of the Team

Advertisers aren’t just background noise for sports listeners—they’re part of the action. Fans are intensely passionate about their teams and reward brands that show their support.

When a brand advertises on sports talk, 59% of listeners say it positively impacts their view of the advertiser. Even better, 60% are influenced when their favorite hosts endorse a brand in an ad or live read.

Sports talk listeners pay attention to ads, unlike many TV viewers who scroll TikTok or go for snacks during ad breaks. This boosts awareness for both national and local brands, with fans finding sports talk ads more relevant, trustworthy, and memorable than TV ads.

These connections drive results: Brands advertising on Audacy Sports see a 40% lift in usage.

The Bottom Line: Sports Talk Gives Brands an Advantage

Skipping sports talk is like leaving runners stranded on base—you're missing out on a vast, engaged, passionate fan base.

Audacy Sports stations offer an exclusive opportunity to connect with audiences you can’t reach anywhere else in media. You’ll be part of a winning team.  

Join the winning team.

Sources
 

Audacy Sports Radio Study, conducted by Vision Insights, n=2275 sports fans in Boston, Chicago, Dallas, Detroit, Philadelphia, New York, San Francisco markets, P18+, July 2024

Decoder Fan Insights, Vision Insights, n=100,000, P13+, June 2023- May 2024