The National Football League (NFL) continues to solidify its position as a powerhouse in the American media landscape, driving unprecedented viewership on television while simultaneously revitalizing radio stations across the country. In 2024, NFL games dominated the airwaves, accounting for the majority of the 100 most-watched television broadcasts, a trend that underscores the league’s unmatched ability to captivate audiences. Now, in the early weeks of the 2025 season, the NFL is off to an even stronger start, with Nielsen reporting a 5% increase in television ratings compared to last year. An average of 22.3 million viewers are tuning in per game, setting a new record for the league and reinforcing its role as a lifeline for traditional television in an era increasingly dominated by streaming platforms.
While the NFL’s television dominance is well-documented, its impact on radio is equally significant, offering a surprising boost to a medium often considered on the decline. Although comprehensive radio listening numbers for 2025 are not yet available, early indicators from Katz Radio Group suggest that the swelling interest in football is driving a surge in radio audiences. Scarborough’s latest data supports this optimism, revealing that in 11 football-crazed markets, adult listeners tuning in to their city’s NFL team broadcasts on radio are outpacing the stations’ typical peak listening periods, such as morning and afternoon drive times. This surge highlights the unique ability of NFL radio broadcasts to draw massive, engaged audiences.
The scale of NFL radio broadcasts is unmatched, with flagship stations for NFL teams consistently ranking number one in cumulative audience (cume) in their respective markets. These broadcasts attract listeners in diverse settings, from cars to public spaces, where radio remains the primary medium for real-time game updates. A 2023 study by Katz Radio Group, conducted among 800 NFL fans, found that 95% of respondents viewed radio as a reliable way to follow games on the go, underscoring its enduring appeal in an increasingly digital world.
Beyond sheer audience size, NFL radio listeners exhibit a level of engagement that sets them apart from the average fan. The same Katz study revealed that radio listeners are 28% more likely to identify as “big fans” of the NFL, with significantly higher levels of participation in football-related activities. These listeners are two-thirds more likely to attend games in person, 74% more likely to tailgate, and 40% more likely to watch games at bars or restaurants. Their enthusiasm extends to other platforms as well, with radio listeners 71% more likely to engage with football podcasts and 39% more likely to follow teams and players on social media. Additionally, these fans are 59% more likely to place bets on NFL games, reflecting their deep investment in the sport.
The economic impact of NFL radio listeners is equally impressive. These fans demonstrate significant purchasing power, reporting expenditures of over $300 in the past 30 days on dining, taking multiple international vacations, investing $10,000 in overseas travel, spending $2,000 on home improvements, and even purchasing or leasing luxury vehicles. This spending behavior makes them a highly desirable audience for advertisers. Katz’s analysis further revealed that NFL radio listeners are highly receptive to advertising, with eight in ten noticing brands and services promoted during games. Two-thirds expressed willingness to use brands advertised during their favorite team’s broadcasts, and seven in ten reported a more favorable opinion of brands that sponsor their teams, all at rates higher than the average football fan.
As the NFL enters week four of its 2025 season, its influence extends far beyond the television screen, proving its ability to breathe new life into radio. By delivering massive audiences, highly engaged fans, and significant economic value, the NFL is not only saving television but also ensuring that radio remains a vibrant and relevant medium in the modern media ecosystem.
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