We see a new research output from audio behemoth Audacy, part of the Audacy Shorts series. This installment is titled State of Audio: Sports Fandom.
The opening observation of a research infographic (HERE) is that key moments in sports can multiply, and when they do, consumer attention splinters. The study intends to show where avid fandom concentrates, and how brands can leverage that type of engagement.
The key word in this presentation is “avid.” It’s not the first time Audacy has hammered on the idea of avidity as a desirable audience characteristic. A mid-February release from the Audacy Insights Team is titled “The Most Avid Sports Fans Don’t Live on TV Anymore.”
Avidity is not just about enthusiasm and attentiveness; Audacy informs us that “New research shows the most avid sports fans are younger, more diverse, and more likely to be reached through sports audio.”
The challenge to advertisers is clearly stated: “The game is still the center. But fandom now lives everywhere around it.” That fandom is desirable to advertisers, of course, and Audacy puts a number on that central fact: a 40% lift in purchase and usage in the “fandom” cohort:
Part of Audacy’s claimed advantage is about network geography: Eight of the top ten sports-obsessed markets are Audacy station markets. They are:
- Buffalo
- Des Moines
- Denver
- Kansas City
- Columbus
- Philadelphia
- Atlanta
- Austin
All this adds up to Audacy’s key claim as “the new currency in Sports Marketing.” And the brag goes beyond audience size metrics and impression numbers, to a consideration of impression quality and targeted marketing.
“Not all impressions are created equal. In today’s fractured media landscape, sheer audience size tells only part of the story. What matters more is how deeply people care.” –Audacy
Two recent releases detail Audacy’s tactical marketing:
