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Sports PBP Listeners Are More Engaged Than TV Audience


Cumulus Media and Westwood One
Cumulus Media and Westwood One

According to a new season-long Nielsen analysis of Portable People Meter (PPM) tuning for the 2023-2024 season, a total of 64 million people listen to the NFL on Westwood One. The study found the sports listener is more passionate, giving audio commercials greater impact. This week's Cumulus Media | Westwood One Audio Active Group blog outlines more of the findings from the 2024 Westwood One NFL Listening Study.

  • Mass reach: Buy deep in a game and long in the season to capture the massive 64 million reach

  • Closest to the point of purchase: Reach busy on-the-go people whose "best available screen" is their in-car AM/FM radio

  • Desirable consumers: Reach a young, employed, and upscale audience with greater spending power

  • Makes your TV better: The NFL on Westwood One is an effective way to amplify reach and frequency of an NFL TV campaign

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