Baseball is back, but accessing the game looks different today compared to just a few years ago. Fans aren’t just watching anymore — they’re on the move, following in multiple ways. And that shift is creating a massive opportunity for audio.

Today’s MLB fan is rarely sitting still. They’re commuting, walking, multitasking. And they want content that moves with them. Audio has always been built for this, and now it’s even more powerful: every pitch of every game is seamlessly available via audio streaming apps.

In an era defined by choice, fans want authentic connection, and home team voices are a powerful advantage. MLB fans don’t just want the game, they want their voice of the game. Local announcers bring passion, history, and nuance that national broadcasts can’t replicate.

And audio captures something else entirely — the authentic sounds of the game itself: the crack of the bat, the pop of the mitt, the hum of the crowd. It brings the listener closer to that ballpark experience.

Fans are increasingly taking control of how they experience the game. Audacy research found that 36% of MLB fans have paired play-by-play audio with live TV.¹ They’re choosing familiar voices to add context, emotion, and perspective.

That behavior is moving beyond the living room too. Audacy’s new partnership with the New York Mets brings synced, in-venue audio to Citi Field, letting fans hear the live radio call alongside the action. Even in the stadium, fans are choosing their preferred voices to bring that moment to life.

The game no longer starts at first pitch or ends at the final out. It lives in the in-between where fans listen, react, and stay connected long after the action stops. It keeps them updated on who’s in, who’s out, what’s changed, and what it means for their team, fantasy roster, or wager.

This is where 24/7 sports audio has become central to the modern fan experience. It powers the daily rhythm of fandom, keeping fans engaged all day — not just during the game.

Reach used to be about how many. Now it’s about how much they care. According to Vision Insights, sports audio listeners are 55% more likely to be avid MLB fans compared to MLB fans overall.² Research consistently demonstrates that audio listeners are the most passionate, die-hard audience in sports. In today’s landscape, a smaller audience that cares deeply is more valuable than a larger one that barely notices.

At a time when the cost of following the game has never been higher and accessing the game on television has never been harder, audio cuts through all of it. Every game is accessible – no cable login, no bundle, no friction.

Aligning with a fan’s favorite team allows that brand to become part of the experience rather than an interruption. Sports audio listeners reward brands that back their team. Fans tell us that they are twice as  likely to support a brand just because they know that brand is supporting their favorite team. An Audacy/Vision Insights study found product usage for brands advertising on Audacy sports stations was an impressive 40% higher compared to brands advertising elsewhere.³ 

The impact is real, and immediate. When Yuengling entered the Chicago market last year, it didn’t just chase awareness, it built relevance. By becoming the Official Beer of the Chicago Cubs Radio Network, the brand embedded itself into the fan experience — before the first pitch, during the game, and long after the final out. Yuengling broke through in a crowded market, driven by the most valuable audience in sports: diehard fans.

Audio delivers enduring reach, real attention, high-frequency engagement, and avid fans who act.  

Less waste. More impact. That’s the play.