As interest in women’s sports experiences exponential growth in the US, Edison Research is exploring how audio shapes the experiences of female sports fans – and the data carries an important message to radio broadcasters and brands alike: “Remember the ladies.”
On Tuesday, Edison unveiled “Sports Audio Report: Female Fans,” conducted in partnership with SiriusXM Media and GroupM. The research reveals that a substantial portion of the US female population, amounting to an estimated 83 million, identify as sports fans, with 57% having engaged with sports audio content over the past year.
This aligns with previous research from Harker Bos Group’s Crowd React Media saying that 63% of sports audiences engage with sports content through radio and podcasts, with 71% of men and 49% of women consuming sports audio, with women showing a stronger preference for AM/FM radio.
Both male and female sports fans are increasingly following women’s sports, with 32% of men and 26% of women reporting a greater interest compared to five years ago. This comes as brands like iHeartMedia are forming partnerships and investing in the women’s sports area. Even so, there is a clear call for more diverse sports audio programming, as 35% of female listeners feel there are not enough sports audio programs offering different perspectives, and 34% believe there is insufficient coverage of the sports they follow.
The demand for unique perspectives and content variety is pronounced. Nearly 60% of female sports audio listeners and 67% of those who listen to sports podcasts seek out sports audio for unique insights not available in other media.
Dedication to sports audio content is notably strong among female fans. About a third of this group listened to sports audio in the last week, with 37% spending over five hours per week on such content. Female sports audio listeners are more likely to enjoy this content in social settings than men, with 80% reporting shared listening experiences compared to 73% of males.
On the subject of bonding, Edison found the importance of sports in strengthening family ties, with 70% of female sports fans acknowledging that sports bring their families closer together – a slightly higher percentage compared to 66% of male sports fans.
It all goes to show the realms of opportunity for sports media brands that better cater to their entire fanbase, not just one subsect.
