The fútbol craze has taken the U.S. by storm, with events like the CONMEBOL Copa America and Leagues Cup building excitement for the 2026 FIFA World Cup. This surge is driven by a predominantly Hispanic Gen Z fanbase consuming content on Instagram and TikTok. As the popularity of fútbol coincides with the explosive growth of women’s sports globally, brands recognise the value in targeting these vibrant audiences through innovative channels like podcasting.

The Power of Audio Advertising

Veritonic’s latest research unveils compelling advantages of audio advertising, highlighting its impact on consumer behavior and optimal frequency practices. Key findings include:

  • Memorability:
    • 60% of consumers remember audio ads more than billboards.
    • 49% recall audio ads more than display ads.
    • 48% remember audio ads more than video ads.
    • 33% recall audio ads more than social media ads.
  • Purchase Intent:
    • 51% are more likely to purchase from an audio ad than a billboard ad.
    • 40% prefer audio ads over social media ads.
    • 38% favor audio ads over display ads.
    • 34% prefer audio ads over video ads.
  • Ad Frequency:
    • 53% of consumers don’t mind hearing the same audio ad twice in one day for better brand recall.
    • Over three repetitions can be annoying, with 55% finding it bothersome and 36% less likely to purchase.

Engaging Through Audio Content

Brands like iHeartMedia and Deep Blue have launched podcast networks dedicated to women’s sports, tapping into the growing demand for diverse sports content. Podcasts offer a unique opportunity to reach dedicated sports fans who are increasingly seeking deeper engagement beyond live broadcasts.

The Australian Sports Market: A Case Study

In Australia, a Kantar study for Google revealed that 59% of sports fans feel positive about brands advertising within sports content. Australians’ interest spans beyond traditional favorites to global sports, with many following multiple sports and actively seeking additional content such as highlights and expert analysis.

The Way Forward for Advertisers

For advertisers, the growing popularity of fútbol and women’s sports presents a lucrative opportunity. By embracing platforms that these audiences frequent, such as social media and podcasts, and by utilizing targeted, data-driven advertising strategies, brands can effectively engage with and resonate with these dynamic and expanding fanbases.

As the sports landscape continues to evolve, the strategic integration of audio content and targeted advertising within sports can significantly bolster brand engagement. The rising popularity of fútbol in the U.S. and the global explosion of women’s sports signal a new era of opportunities for brands ready to adapt and innovate.

Are you ready to tap into the power of sports audio advertising? Discover how AdTonos can help you connect with these passionate audiences and elevate your brand’s reach. Learn more about our solutions and the potential of audio advertising on our website.