With the 2026 Major League Baseball season set to begin March 25 — earlier than ever — new research from Katz Radio Group makes the case that radio is uniquely positioned to help brands capitalize on fan enthusiasm from Opening Day forward.
The study, conducted among 600 U.S. adults who consume MLB content, finds that radio doesn’t just reach baseball fans — it reaches the most passionate ones.
According to the research, 63% of MLB fans overall describe themselves as “Big Fans.” Among MLB radio listeners, that figure jumps to 74%, a 17% relative lift in passionate fandom. The findings suggest that radio over-indexes among the sport’s most committed audience segment.
Beyond intensity, radio also delivers scale. Scarborough USA data cited in the report shows 85% of Adults 18+ interested in MLB listen to radio weekly. One in five MLB-interested adults tune in to MLB play-by-play on radio, with that figure rising to more than one in four among those who are very interested in the sport.
Katz argues that combination — broad reach and deep engagement — is especially valuable in today’s fragmented media landscape.
The study also underscores MLB fans’ multi-platform behavior. While television remains central — 62.8% of fans report watching MLB games out-of-home at restaurants, bars, or other venues — fans are active across social media, podcasts, and digital audio.
But traditional radio continues to dominate sports audio consumption. Citing Edison Research’s “Share of Ear” study, Katz notes that 61% of all U.S. sports audio time is spent with AM/FM radio, compared to 27% with podcasts and 12% with SiriusXM.
The report further finds strong receptivity to advertising within baseball content. More than 72% of MLB fans say they notice brands advertised during baseball coverage, with many reporting improved brand perception and increased likelihood to consider or use advertised products. Katz contends that radio enhances that impact by aligning brands with live moments, trusted announcers, and shared fan experiences.
With the 2026 season opening earlier than usual, Katz says advertisers have an opportunity to secure first-mover advantage, establish category dominance, and align with peak fan excitement from the outset.
In a sports ecosystem defined by multiplatform consumption, the company positions radio as offering proximity to live moments, contextual integration into daily routines, credible voices, and consistent frequency without audience fatigue — factors Katz argues make radio a strategic play for MLB advertisers in 2026.
