AM/FM Is #1 For Female Sports Fans...
Monday, July 22, 2024
According to the latest Sports Audio Report released by
Edison Research, SiriusXM Media and GroupM, AM/FM radio leads the way with Female sports fans...
The research looked into the listening habits of female
sports fans and an even deeper look at their sports fandom in addition to their listening. This is what they found:
- In the past year, nearly half (48%) say they have consumed sports through AM/FM radio, over the air or via online stream. Podcasts have a 29% share, followed by SiriusXM Radio with 20%...
- Most females in the US 13+ are sports fans. That's an estimated 83 million Americans. Seventy percent of them, according to the research, agree that sports enhance their family's closeness vs. 66% of their male counterparts...
- Female sports audio listeners are increasingly turning to podcasts. The research found that 59% of female sports audio listeners and 67% of female sports podcast listeners are consuming sports audio because they want to go deeper on topics not covered elsewhere...
- Their collective embrace of sports-related podcasts has been rapid: 34% say they've been listening less than six months, and 26% say they've listened for six months to a year. Another 23% have been listening for one to three years...
- Their attraction to podcasts - and sports audio more generally - suggests opportunity: 35% of female sports audio listeners agree that there aren't enough sports audio programs that give different perspectives and 34% agree that there aren't enough audio programs that cover the sports they like/follow...
Other findings show:
- 58% of female sports fans socialize with others while watching or listening to sports content...
- 32% of male sports fans are following more women's sports or athletes than five years ago, and 26% of female sports fans are following women's sports or athletes more vs. five years ago...
- 33% of female fans listened to sports audio content in the last week. 37% of female sports audio listeners spent 5+ hours listening to sports audio in the last week...
- 80% of female sports audio listeners ever listen to sports audio with other people vs. 73% of male sports audio listeners...
Salma Aly, Manager of Research at Edison Research leaves us with this thought: "Like our former first lady Abigail Adams
once wrote:" "Remember the ladies." "This is something that we still need to keep in mind, especially when we are creating sports podcasts. We know women really love sports so having more variety and
representation for women sports is a must for the industry."
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