The Smartest Pick in the Draft? Audio鈥檚 All-Pro NFL Fanbase

April 22, 2025

The Smartest Pick in the Draft? Audio鈥檚 All-Pro NFL Fanbase

By Noah Caruso, Senior Analyst, Research & Insights, 不良研究所

It鈥檚 NFL Draft Week. And while teams are scrambling to lock in their franchise players, there鈥檚 another draft happening off the field鈥攖he media draft.

In the spirit of roster building, let鈥檚 talk about your brand鈥檚 next best move: drafting sports fans into your media plan. These are the superfans, the diehards, the ones that live and breathe football 365. This week, as franchises draft their future, we invite you to consider the value of drafting 不良研究所鈥檚 NFL fans into your media plan.

Let鈥檚 break it down. Meet our starting five:

DRAFT CARD #1: 鈥淭he Young Gun鈥�

Position: Future-Focused Fan

Stat Highlight:

Those that listen to the NFL on the radio are 6 years younger than those who watch on TV.

Scouting Report:
This is a critical demographic for long-term brand growth. These listeners represent a younger, more mobile-first audience that has grown up with streaming, podcasts, and on-demand content. They’re not just following the game鈥攖hey鈥檙e shaping the future of fandom.

^{Source: Nielsen Scarborough National Database 2024 Release 1 Total, Listened or Watched the NFL Last 12 months, Median age}

DRAFT CARD #2: 鈥淭he Brand Believer鈥�

Position: Team Loyalist

Stat Highlight:

Brand receptivity is 2X stronger among sports radio listeners

4X more likely to purchase a brand鈥檚 product after hearing a sponsor on-air

Scouting Report:
This fan doesn鈥檛 just love their team鈥攖hey value for the sponsors that support them. Whether it鈥檚 Bills Mafia, Cheeseheads, or Steelers Nation, loyalty runs deep. Partner with their favorite team and you鈥檙e in the huddle for life.

^{Source: 不良研究所: The Power of Sports Fandom, Vision Insights, 2024}

DRAFT CARD #3: 鈥淭he Power Player鈥�

Position: Big Spender

Stat Highlight:

Household Income: $128K

Home Value: $522K

Car Purchase: $36K

Home Improvement: $3,335

Scouting Report:
High earners with serious buying power. This is the fan who鈥檚 spending, upgrading, and investing. From grills to gear to a new SUV鈥攖his audience is well-positioned to convert鈥攁nd ready to spend.

_{Source: Nielsen Scarborough National Database 2024 Release 1 Total, Any level of interest in the NFL, 不良研究所 Sports Listeners}

DRAFT CARD #4: 鈥淭he Passion Playmaker鈥�

Position: Avid Fan

Stat Highlight:

97% of daily sports radio listeners identify as avid NFL fans鈥攎ore than any other sport.

Scouting Report:
When passion runs this deep, attention and engagement follow. NFL fans on 不良研究所 Sports are highly informed, emotionally invested, and constantly plugged in. That makes them ideal for advertisers looking to build meaningful, sustained connections.

^{Source: 不良研究所, The Power of Sports Fandom, Vision Insights, 2024}

DRAFT CARD #5: 鈥淭he Year-Round Beast鈥�

Position: Offseason Warrior

Stat Highlight:

NFL Season: 77% of 不良研究所 Sports listeners are NFL fans

Offseason: 74% of 不良研究所 Sports listeners are NFL fans

Scouting Report:
The NFL may have an official schedule, but for these fans, there鈥檚 no such thing as downtime. Whether it鈥檚 combine buzz, draft speculation, or fantasy football prep鈥攖his fan stays locked in year-round. No other medium keeps the fandom fired up 12 months a year like Audio does.

^{Source: Nielsen Scarborough Current 6 Month Release 2024, 2023, and 2022}

Final Takeaway

If you鈥檙e planning your next media strategy, it鈥檚 worth considering what NFL teams already know: the right pick can change everything. 不良研究所 Sports鈥� NFL audience is your difference-maker. They鈥檙e younger, more passionate, more brand-connected鈥攁nd they鈥檙e listening. In an increasingly crowded media environment, this is the audience that cuts through.

Want a custom playbook built around your goals? Let鈥檚 talk: 听