This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines key findings from the latest NFL Listening Report, illustrating how NFL on Westwood One makes NFL TV campaigns better by delivering incremental reach among an upscale audience.
- Nielsen Scarborough: Half of NFL Thursday Night Football viewers are not Amazon Prime members. Of the 64 million Americans who have watched NFL Thursday Night Football, 28.8 million are Amazon Prime members and 35.7 million are not. 55% of the NFL Thursday night audience does not have Amazon Prime.
- Advertisers can use Westwood One’s massive season-long audience of 56 million people to reach those who cannot catch games on TV or Amazon Prime.
- The NFL on AM/FM radio is a reach machine: Each week, new/different listeners tune in. The NFL on Westwood One is a massive reach machine, adding new and different listeners each and every week. In the first week of the season, 7 million unique consumers tune in. Over the course of September, the unique audience expands to 18 million.
- Adding Westwood One’s NFL audio platform to a NFL video plan generates incremental reach. An NFL game day audience study found adding Westwood One’s audio broadcast to NFL TV plans increases reach among high income men by +14%. Among young men 18-34, Westwood One’s audio platform adds +18% reach to the TV plan.
- Audio play-by-play listeners are far more engaged and passionate versus TV viewers.
- Sports betting is more prevalent among AM/FM radio sports listeners versus the TV sports audience.
- In the car, the AM/FM radio NFL play-by-play broadcast is the “best available screen” for employed and upscale sports fans.
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