Home Login RADIO ONLINE RSS Facebook
Advertisement

Westwood One Touts NFL Audio's Big Impact for Brands


Cumulus Media and Westwood One
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.

Advertisement

Latest Radio Stories

Zoellner Media Group to Acquire CMG Tulsa Radio Stations
Zoellner Media Group
Zoellner Media Group
Tulsa-based Zoellner Media Group has entered into a definitive agreement to purchase all of Cox Media Group's radio outlets in Tulsa, marking the company's first major foray into local broadcasting. Terms were not immediately disclosed. Upon completion of the transaction, Zoellner Media Group will acquire More

SBS Reports 71% Surge in Adjusted OIBDA for 2024
Spanish Broadcasting System (SBS)
Spanish Broadcasting System (SBS)
Spanish Broadcasting System (SBS) has announced strong financial results for the fourth quarter and full year ended December 31, 2024, highlighted by a 71% increase in Adjusted Operating Income Before Depreciation and Amortization (OIBDA), which reached $40.4 million compared to More

AM/FM Radio Streaming Tops Spotify, Pandora in New Study
Cumulus Media and Westwood One
Cumulus Media and Westwood One
A new analysis from Edison Research's Q1 2025 "Share of Ear" study reveals significant gains for AM/FM radio streaming, which now surpasses both Spotify and Pandora in ad-supported audio share. The findings, published by Cumulus Media | Westwood One's Audio Active Group, highlight five key takeaways that More
Advertisement

Broadcasters Foundation Sets June 18 for NYC Media Mixer
Broadcasters Foundation of America
Broadcasters Foundation of America
The Broadcasters Foundation of America (BFOA) has announced the next installment of its popular Media Mixer series, set for Wednesday, June 18, from 5:30 to 7:30pm ET at iHeartMedia's New York City studios at 125 West 55th Street, 12th Floor. The event, created to connect More

MacDonald Saginaw Names Bob Lawrence as MM
Bob Lawrence
Bob Lawrence
Bob Lawrence is appointed Market Manager for MacDonald Broadcasting's radio cluster and digital properties in Saginaw, MI. He most recently served as General Manager and Market Manager for Seven Mountains Media's cluster in Parkersburg-Marietta. Lawrence joined Seven Mountains Media in May 2024 after serving More

Frequency Appoints Russell Weissman to Lead PPN Ops
Frequency
Frequency
Frequency, a SaaS platform focused on workflow automation and ad monetization in podcasting, has named Russell Weissman as a strategic consultant. In his new role, Weissman will lead operations for the company's Premium Publisher Network (PPN), an initiative designed to help More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement