Get ready for a game-changer in the world of sports advertising! The 2026 MLB season is kicking off earlier than ever, and radio advertisers are poised to hit a grand slam. But here's the twist: new research from Katz Radio Group reveals that radio isn't just another player in the media lineup—it's the MVP for reaching the most passionate baseball fans.
With the season starting on March 25, 2026, brands have a unique opportunity to tap into fan excitement from day one. The Katz study, based on insights from 600 U.S. adults who engage with MLB content, highlights a fascinating trend: radio listeners aren't just casual fans—they're the die-hards. While 63% of all MLB fans identify as “Big Fans,” that number skyrockets to 74% among radio listeners. That's a 17% jump in passionate fandom, proving radio’s unparalleled ability to connect with the most dedicated audience.
And this is the part most people miss: radio doesn't just deliver passion—it delivers scale. According to Scarborough USA data, 85% of adults aged 18+ interested in MLB tune into radio weekly. Even more striking, one in five MLB enthusiasts listens to live play-by-play on the radio, with that figure climbing to one in four among the most avid fans. In today’s fragmented media landscape, this combination of broad reach and deep engagement is a home run for advertisers.
But here's where it gets controversial: while television, social media, and podcasts are in the game, traditional radio still dominates sports audio consumption. Edison Research’s “Share of Ear” study shows that 61% of all U.S. sports audio time is spent with AM/FM radio, compared to just 27% for podcasts and 12% for SiriusXM. Does this mean radio is the unsung hero of sports advertising, or are we overlooking the rise of digital platforms? We’d love to hear your thoughts in the comments.
The study also highlights MLB fans’ multi-platform behavior. While 62.8% of fans watch games out-of-home at restaurants or bars, they’re also active on social media, podcasts, and digital audio. Yet, radio stands out for its ability to align brands with live moments, trusted announcers, and shared fan experiences. Over 72% of MLB fans notice brands advertised during baseball coverage, with many reporting improved brand perception and increased product consideration. Katz argues that radio amplifies this impact by embedding brands into the heart of the fan experience.
With the 2026 season’s early start, advertisers have a golden opportunity to secure a first-mover advantage, establish category dominance, and ride the wave of peak fan excitement. In a multiplatform sports ecosystem, Katz positions radio as the strategic choice, offering proximity to live action, seamless integration into daily routines, credible voices, and consistent frequency without audience fatigue.
So, here’s the million-dollar question: Is radio the secret weapon for MLB advertisers in 2026, or will digital platforms steal the spotlight? Share your take below—we’re eager to hear your perspective!
