SiriusXM Media, GroupM, and Edison Research collaborate on the Sports Audio Report, revealing insights into US sports fandom and audio content engagement. The study, based on 3,500+ respondents, identifies varying levels of sports engagement, with younger and diverse demographics driving passion for soccer and combat sports. On average, sports fans spend over six daily hours on audio, with 90 minutes dedicated to sports content. Listeners seek unique perspectives and community connections, with high spending on sports merchandise. Athlete endorsements in audio formats are highly effective, influencing consumer behavior. GroupM’s Jen Soch underscores audio’s pivotal role in sports marketing, urging brands to consider its reach and impact.