Insights: Fans Who Listen On Radio Are More Passionate About NFL

Cumulus Media | Westwood One’s Audio Active Group has released a first-ever comprehensive analysis of the NFL postseason audience incorporating the most recently released (2022) data from Nielsen Scarborough USA+ and MRI Simmons USA. The data revealed that the AM/FM radio audience is far more passionate about football compared to the more casual sports fan found in the TV audience.

Westwood One, the largest audio network in the U.S., is the official network radio partner of the NFL, and this year’s Super Bowl coverage marks the 50th time that the network will broadcast the game to a national audience of engaged sports fans.

Highlights of the analysis include:

• NFL postseason AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and have higher disposable incomes compared to NFL postseason TV viewers.
• The NFL postseason AM/FM radio audience is more engaged with sports: MRI Simmons finds NFL postseason AM/FM radio listeners attend more sporting events, seek out sports information on their phones more often, and play more fantasy sports than NFL postseason TV watchers. The higher levels of engagement translate into greater advertising effectiveness.
• NFL postseason AM/FM radio listeners are more likely to make purchases across key consumer categories: Compared to the NFL postseason TV audience, AM/FM radio delivers more consumers who are likely to buy a new or used vehicle, start a new business, or hire a financial advisor.

The full analysis can be found WestwoodOne.com/blogin the Cumulus Media | Westwood One Audio Active Group®’s NFL Listening Report.

📺Click here to view a 6-minute video of the key takeaways.