🚀 Insights into the 2024 NFL Listening Report by Westwood One

The 2024 NFL Listening Report from Westwood One underlines key facts about the demographic, preferences of NFL listeners, and the importance of audio as a tool for marketers looking to better their media mix.

The Details: Below is a closer look at the Nielsen study on the NFL audio audience and the way they engage with games throughout the season. It brings to light how audio sports play-by-play reaches a more avid fan base, how audio reaches an increasing audience through the NFL season, where people are listening to NFL audio, who you can reach through an NFL audio campaign, and what NFL audio brings to your existing media mix.

Key focus: The NFL has the largest fan base of any sport, with 72% of Americans 8+ considering themselves NFL fans. The report will highlight the major racial/ethnic groups: Black, Hispanic/Latino, Asian/Pacific Islander, and other non-white. The report also highlights the power of AM/FM radio in delivering these listeners in their likelihood to attend a sports event, use a sports app on mobile phones/tablets, take advice about sports, and participate in a fantasy sports league.

Audience Perspective: NFL radio listeners are far more likely to use the NFL app on their device; nearly twice as many frequent audio listeners compared to frequent viewers. Super influential consumers like TV viewership of NFL games are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted, and word-of-mouth leaders for products and services. Super category influentials, a subgroup of category influentials, are those who have reported to influence a wider range of people within a specific timeframe.

Influential Impact: NFL radio listeners are 37% more likely to influence other consumers in categories other than game-related scenarios. Moreover, they are 95% more likely to use AM/FM radio while listening to the NFL games, and can thus be termed as having a "super influential" category of influence. The super category influentials form part of the category influentials and have reported influencing more types of people over a given time.

Zoom Out : NFL postseason listeners are firmly based in life categories such as home electronics, music, new technology, mobile/cell phones, home remodeling, automotive, computers, alcohol beverages, and physical fitness. NFL listeners' passion and engagement levels in sports can be very high and contribute much to the commercial success and influence other consumers in the market. Postseason NFL listeners are younger, busier, more affluent and engage with sports content. AM/FM radio audience is representative of the total U.S. profile at 27% more likely to be working full time and 58% more likely to normally have spent a heavy number of hours last week working at a paid job outside of your home.

Our Podcast Producer Insights : As podcast producers, it becomes important to move with the trends and look at how we can make discussions of these exclusive streaming deals part of our content to stay relevant and engage with our audience.

Full report below 👇

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