Westwood One Adding Tennis Reports to Its Portfolio

As the 2025 tennis season nears, Westwood One is launching comprehensive audio coverage of major Grand Slam tournaments, including the French Open, Wimbledon, and the US Open. Beginning this year, the network will broadcast daily reports on AM/FM radio, enriching its sports programming and providing advertisers with a fresh channel to reach highly engaged audiences.

A recent study featured in the Cumulus Media | Westwood One Audio Active Group blog underscores the distinct profile of tennis’s AM/FM radio audience. Compared to traditional TV viewers, radio listeners are younger, wealthier, and more deeply involved in sports. This group exhibits greater passion for athletics and a higher propensity for significant consumer spending, making them a prime target for marketers.

According to MRI-Simmons data, the average tennis radio listener is 17 years younger than the typical TV viewer, more likely to be employed, and more often part of households with children. This demographic—active, family-oriented, and affluent—appeals to brands in sectors like automotive, financial services, technology, and home furnishings, seeking to drive sales.

The study also highlights key characteristics of radio listeners, who are:

• 75% more likely to attend live sports events
• 33% more likely to be recognized as sports experts
• Twice as likely to participate in fantasy sports
• Five times more likely to engage in sports betting

These attributes position AM/FM listeners as a dynamic audience for advertisers, particularly since many serve as influential figures within their social and professional networks.

Brands already prominent in tennis broadcasts on television—such as those in financial services, luxury goods, telecommunications, and quick-service restaurants—are urged to incorporate audio into their campaigns. The unique qualities of the radio audience offer opportunities to enhance consumer engagement, broaden reach, and amplify the effectiveness of marketing initiatives.