Tag: GroupM

Edison Research says that the study “Sports Audio Report: Female Fans” from it, SiriusXM Media, and GroupM explores the unique audio listening habits of U.S. female sports fans and shows how they interact with sports beyond the field. Some of the key findings about women who listen to sports audio are: 1) Female fans devote significant time to sports audio content: 33% of female sports fans listened to sports audio content in the last week; 37% of female sports audio listeners spent 5+ hours listening to sports audio in the last week; 2) Female sports audio listeners are more likely than male sports listeners to listen to sports audio with others: 80% of female sports audio listeners ever listen to sports audio with other people compared to 73% of male sports audio listeners; 3) Female sports audio listeners are turning to podcasts to seek new perspectives: 59% of female sports audio listeners and 67% of female sports podcast listeners say yes that they consume sports audio to hear unique perspectives on sports topics not covered in other media; and 4) There is an opportunity with female sports audio listeners as they lack a wide variety of content: 35% of female sports audio listeners agree that there aren’t enough sports audio programs that give different perspectives; 34% agree that there aren’t enough audio programs that cover the sports they like/follow.