Radio Is Advertisers’ Clean Run to Snowsports Enthusiasts


Oct 14, 2021

The National Ski Areas Association reports the 59 million skier visits during the 2020–21 season were the fifth-best ever and representing a remarkable reversal from the disastrous 2019–20 season. All indications are the 2021–22 season may be just as big – and radio is a major entertainment and information medium for snowsports enthusiasts.


According to data from five representative 2021 consumer/market surveys from Local Sports Insights, approximately 60% or more of adults 18+ who participated in snow skiing/boarding during the past 12 months listened to one or more hours of radio daily. 


Snowsports primarily attract younger adults, typically 60%, 70% or more of all adults 18+; however, in some markets there are significant pockets of snowsports enthusiasts 50 to 64 years of age. Even in Houston, hundreds of miles from the nearest ski areas, many younger adults who ski and/or snowboard are avid radio listeners.


“Our data also supports the consensus that most snowsports participants have above-average incomes and not only spend considerable amounts for equipment, but also for travel and accommodations when visiting the slopes,” said Tony Ott, Vice President/General Manager, Local Sports Insights. “Despite the well-excepted correlation between higher incomes and snowsports, many of our consumer/market surveys also reveal a substantial percentage of adults with incomes less than $35,000 and less than $25,000 participated in snow skiing/boarding during the past 12 months.”


Analysis of an additional set of data finds large percentages of adults 18+ with children at home and who are snowsports enthusiasts listen to one or more hours of radio daily. Those households with children older than 6 (6–12 and 13–17) tend to have the largest percentages of daily radio listeners.


Snowsports is definitely a family activity and one that includes radio for these on-the-go families. Because of these correlations, advertisers in many retail sectors can benefit by targeting these families – to promote the complete array of household products and services as well as clothing and other expenditures of disposal income.


Radio Is the Power Play to Engage with High-Income Hockey Fans

The National Hockey League expects 98% of its players to be vaccinated before the 2021-2022 season

Sep 23, 2021

Radio Helps Advertisers Keep Pace with Runners, Joggers and Walkers 

According to a 2020 United Healthcare survey and The Outdoor Foundation’s annual report, running, jogging and walking/hiking were many Americans’ top choice 

Aug 12. 2021

Radio Is a Sure Bet to Target the Men Who Wager on Sports

According to the American Gaming Association (AGA), US commercial gaming revenue decreased 31% during 2020

Apr 22, 2021

Radio Is Where to Hook Anglers and to Trap Hunters

According to industry reports, 2020 fishing participation in the US increased 12.5% and hunting participation 1.6%

Apr 8, 2021

TV Is NBA Fans’ Best Seat in the House​​

The new National Basketball Association (NBA) season started with the most-watched Wednesday night game on ESPN of the last 18 years

Oct 25, 2021

TV Is the Only Playing Field for College Football Fans 

The 2021 college football season starts August 28 and fans are anticipating a return to full stadiums; 

Aug 2, 2021

TV Is the Season Pass to High-Income Snowsports Enthusiasts 

Despite the major disruptions to the snowsports industry, enthusiasts tend to earn larger incomes and 92.2% are exposed to TV daily

Feb 18, 2021