Westwood One Touts NFL Audio's Big Impact for Brands

RADIO ONLINE | Monday, April 28, 2025

Cumulus Media and Westwood One

As the 2025 NFL Draft wraps up, marketers and media buyers are setting their sights on the new NFL season, which kicks off September 4. This week's Westwood One | Cumulus Media Audio Active Group blog outlines key reasons for why advertisers should include NFL audio in their media plans.

Westwood One's broadcasts, which include about 100 primetime games, reach 64 million Americans over the course of the season across 700 radio stations, streaming platforms, SiriusXM, and smart devices like Amazon Alexa and Google Home. Now, the company is emphasizing the measurable impact of its NFL coverage through a new series of case studies released by its Audio Active Group.

According to the report, NFL listeners on Westwood One are more passionate about sports compared to TV audiences, engage with ads at a higher rate, and are largely reached in-car - close to the point of purchase. Additionally, the audience tends to be younger, employed, and more affluent.

Ten brand case studies back up the claims, spanning industries like finance, quick-service restaurants, telecom, mobile apps, and retail. Among the findings:

• A financial brand saw stronger brand awareness and equity among NFL radio listeners compared to TV audiences, despite heavy television investment.

• A prescription discount service achieved strong performance in brand awareness and consumer consideration.

• A major motorcycle brand and a mobile app both reported notable gains in ad recall and brand favorability, particularly when live reads from play-by-play talent were used.

• A QSR brand experienced a 53% lift in incremental reach among light NFL TV viewers by leveraging Westwood One at a fraction of TV advertising costs.

Overall, Westwood One's Audio Active Group concludes that NFL play-by-play on AM/FM radio consistently lifts brand equity, extends reach, and drives consumer action, making it a powerful complement to TV campaigns.

View the entire blog post here.