Study: March Madness Radio Listeners Are Desirable Consumers

Cumulus Media | Westwood One’s Audio Active Group® has released a brand-new comprehensive analysis of the NCAA March Madness 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 college basketball compared to the more casual sports fan.

 
Highlights of the NCAA Audience analysis include:

• NCAA Basketball AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and are younger than the average American.
• The NCAA March Madness AM/FM radio audience is highly engaged with sports: MRI Simmons finds NCAA March Madness AM/FM radio listeners attend many sporting events, seek out sports information on their phones, and are likely to play fantasy sports. The high levels of engagement translate into greater advertising effectiveness.
• NCAA March Madness AM/FM radio listeners are likely to make purchases across key consumer categories: AM/FM radio delivers consumers who are likely to buy a new or used vehicle, switch insurance providers, move residence, and refinance their mortgage.

The full analysis can be found at WestwoodOne.com/blog in the NCAA Listening Report from the Cumulus Media | Westwood One Audio Active Group®.

For A video of highlights: Click Here.