Go for Gold: Why You Should Advertise on Sports Audio All Year

**Cue the Olympics theme song. After a spectator-free (and delayed) affair in Tokyo, the 2024 Summer Olympics returned with a vengeance, exciting fans across the globe. And we couldn’t help but notice that spectators weren’t just drawn to what they were seeing.

If you’ve known us for a while, you know that we paid more attention to what was heard. From live updates, to emotional athlete interviews, to the songs that set the pace, the sounds of major sports events like the Olympics spark anticipation, excitement, and a teary eye or two. For brands, the best time to invest in sports audio was yesterday, but there’s still time to get advertising gold.

Here’s what to know for a winning sports audio advertising strategy.

Not in Paris? Teleport There Through Audio

Maybe it’s the sunshine and shorter work weeks, but the excitement for the summer games was palpable. Nearly two in three sports fans follow the Summer Olympics closely, showing more interest than they do in the Winter Olympics and Men’s and Women’s World Cup. And if you want to tune into the excitement, the answer is audio.

From the play-by-play to halftime shows, what would the biggest moments in sports be without audio? The summer games delivered a dazzling opening ceremony, with a superstar line-up of entertainers including Céline Dion, Lady Gaga, Gojira, and Aya Nakamura. Admit it, watching inspired you to stream Lady Gaga’s “Shallow” or Dion’s “My heart will go on.” You’re in good company. In the three days post-opening ceremony, Lady Gaga saw an 85% increase in spins and a 115% boost in station adds on Pandora. And Dion saw a 91% increase in spins and a 203% boost in station adds in the same time period.

SiriusXM was there with spectators throughout the games, with can’t-miss coverage from popular shows like:

With our live stations and podcasts, listeners can get courtside coverage across every major sport and event.

Appeal to the Die-Hard Fans & Casual Spectators

Two in three Americans 13+ consider themselves sports fans, which means plenty of multi-generational reach for brands. Plus, sports fans spend six hours and 26 minutes with audio content daily, enjoying differentiated content, a sense of community, and more.

Did you know? We’re proud to be the official partner of six professional leagues, including the NFL, NBA, MLB, NHL, PGA, and NASCAR. With us as your teammate, you can tap into our broad network of content, including the SiriusXM Sports Podcast Collection, which is home to over 300 sports podcasts, including the Locked On Network. Advertisers can access everyone from pro sports enthusiasts like San Francisco 49ers fans to college sports devotees like Miami Hurricanes fans.

But sports audio isn’t just for reaching die-hard fans. When it comes to the biggest moments, there are broader audiences to explore. Many listeners fall into the casual spectator category, dabbling in the major spectacles like the Olympics—especially when it comes to pivotal moments like the opening and closing ceremonies, displays of sportsmanship, or commentary from their favorite entertainers. And while it might be difficult for viewers to agree on the hardest or most interesting Olympic sport, we can all agree that the comedic relief of watching Snoop Dogg swim with Michael Phelps or provide equestrian commentary with Martha Stewart was unmatched.

It’s not just the Olympics that the more casual sports fans are showing up for. Nearly nine in 10 sports fans pay attention to the Super Bowl, while 66% keep up with the World Series.

The TL;DR: Major sporting events have a place in almost every household.

This One’s For the Girls: Leaning Into Female Audiences

While most sports fans still skew white and male, fandoms are diversifying and women are getting in on the action. For instance, 57% of the U.S. female population ages 13+ consider themselves to be sports fans. And it comes as no surprise that women follow women’s sports, with 26% of female sports fans following women’s sports more than they were five years ago. Plus, 37% of Black and Asian Americans report following more women's sports now compared to five years ago.

Fan favorites, and African- and Asian-American Olympians, Simone Biles, Suni Lee, Sha’Carri Richardson, and Rose Zhang drew large crowds while improving representation in US Olympic sports. And can we hear a little commotion for that Closing Ceremony moment? When female marathon runners Sifan Hassan, Tigst Assefa, and Hellen Obiri were given their medals—the first time men's marathon runner winners weren't presented in the Closing Ceremony since 1896 in a historic swap. It’s not a renaissance but a femmissance.

So what’s the appeal of sports for women (other than the kick-ass female athletes)? Building community and leaning into social connections. Nearly six in 10 female sports fans socialize with others while watching or listening to sports content, and 68% of sports fans say it brings their family closer together.

Put the Pedal to the Medal with Audio

The 2024 Summer Olympics may be over, but our listeners' love for sports, games, and audio isn’t going anywhere. Investing in sports audio upgrades your advertising strategy so you can snag gold, reaching casual spectators, die-hard fans, and everyone in between.

Want to learn more? Check out the 2024 Sports Audio Report. And if you’re ready to get your head in the game, let’s chat.