Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying.
Fall is in the air, and that means it's football season in America.
And the NBA season is right around the corner, and hopeful fans are buzzing with anticipation as championship hopes, dreams, and rivalries are all converging.
But beyond chatting about last night's barn burner around the water cooler (virtual or IRL), sports fans are interacting with their favorite teams and athletes in a whole new way - through podcasts.
Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying.
A recent study by SiriusXM Media, GroupM, and Edison Research revealed that an impressive 64% of self-identified sports fans regularly tune in to sports audio content! And, sports podcasts are the leading audio format among Gen Z fans, presenting an exciting opportunity to reach this demographic.
Why advertise on sports podcasts?
Built-in consumer trust
According to the aforementioned study, the majority of sports fans (67%) trust the products and services used by their favorite athletes, and a similar proportion (64%) extend this trust to products and services endorsed by sports announcers or commentators. This level of confidence can significantly impact brand perception and loyalty.
Programmatic audio ad buying
Many sports podcasts can be bought programmatically, or through automated bidding platforms. Programmatic audio offers advertisers the same broad reach, precise audience data, contextual targeting, and valuable campaign measurements as CTV or streaming radio.
Sonic branding opportunities
Audio ads generally provide brands with outstanding opportunities to convey their tone, message, values, and brand identity to listeners already in a receptive mindset. Strategically placed jingles or voiceovers by trusted influencers can evoke a deeper emotional resonance in a listener and ensure higher brand recall than a static visual ad.
What are the top sports podcasts?
The appeal of sports podcasts extends beyond the four major men's leagues.
Women's sports are finally getting the attention and investment they've long deserved, and podcasts are playing a crucial role in bridging the gap for fans. Shows like The Re-Cap Show by soccer stars Christen Press and Tobin Heath are capturing the attention of a growing audience, especially among younger demographics.
According to Feedspot, the most influential US sports podcasts in 2024 are:
1. Pardon My Take by Barstool Sports
2. The Bill Simmons Podcast by The Ringer
3. The Ryen Russillo Podcast by The Ringer
4. Cover 3 College Football by CBS
5. Crime in Sports by Wondery, and
6. (of course) ESPN Daily!
The data is clear: sports podcasts are not just a passing trend; they are a powerful tool for reaching and engaging target audiences. However, simply buying ad space is not enough. Brands need to leverage these platforms creatively to connect with listeners and maximize their return on investment (ROI).
How best to advertise on sports podcasts
Branded content
One effective strategy is to create custom content that aligns with a brand's values and messaging. This could involve producing original podcasts, sponsoring specific segments, or collaborating with athletes or commentators. By providing valuable and entertaining content, brands can build a loyal following and generate positive brand awareness.
Athlete endorsements
Partnering with athletes idolized by a brand's target audience can enhance credibility and drive engagement. Athletes' influence can be particularly powerful in reaching younger demographics and niche markets.
Multi-channel messaging
Brands can leverage the power of social media to expand their sports podcast initiatives. By sharing clips, behind-the-scenes content, and engaging with fans on platforms like Twitter and Instagram, brands can extend their reach and foster a sense of community.
In conclusion, sports podcasts offer a unique opportunity for brands to connect with a passionate and engaged audience. By understanding the preferences of sports fans, leveraging athlete endorsements, and creating valuable content, brands can effectively utilize these platforms to achieve their marketing goals. As the popularity of sports podcasts continues to grow, it is essential for brands to stay ahead of the curve and capitalize on this exciting new medium.
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