Westwood One Study Finds NFL Radio Ads Drive Results

RADIO ONLINE | Monday, October 12, 2026 | 2:08pm CT

Cumulus Media | Westwood One

A new analysis from the Cumulus Media | Westwood One Audio Active Group finds that AM/FM radio advertising during NFL broadcasts delivers significant gains in brand awareness, consumer engagement and purchase conversions, outperforming streaming audio and podcasts in cost efficiency.

The findings, outlined by Westwood One Chief Insights Officer Pierre Bouvard, are based on two studies commissioned for an online gaming company that advertised during Westwood One's NFL programming. Research conducted by Quantilope and Claritas examined brand performance, advertising recall and consumer purchasing behavior across broadcast radio, streaming audio and podcasts.

The Quantilope study, conducted January 21-23, 2026, surveyed 1,000 adults ages 21 and older, including 500 Westwood One NFL listeners. Researchers found that NFL radio listeners were 109% more likely to express interest in online social gaming than nonlisteners.

Exposure to the advertiser's campaign increased total advertising awareness by 120%, while ad recall among listeners exposed to the company's commercials was 200% higher than among those who were not exposed. The study also reported double-digit gains in brand familiarity, favorability and purchase consideration.

Listeners who heard the commercials were more likely to seek additional information online, research gaming companies, read reviews, visit the advertiser's website and recommend the service to others.

A separate Claritas attribution study, covering September 4, 2025, through January 18, 2026, measured campaign performance across broadcast AM/FM radio, streaming and podcasts. The campaign generated approximately 390 million advertising impressions.

Broadcast AM/FM radio accounted for 96% of first-purchase conversions and delivered the lowest cost per acquisition at $60.87. Streaming audio followed at $238 per conversion, while podcasts averaged approximately $1,000.

The analysis also found that 75% of attributable first-purchase conversions, representing 6,126 of 7,911 purchases, were incremental, meaning they were attributed to the advertising rather than purchases that would have occurred without the campaign. Broadcast radio alone achieved an incrementality rate of 77.4%, earning an "excellent" rating against Claritas efficiency benchmarks.

Creative content also influenced campaign performance. Football-themed commercials generated a 22% lower cost per acquisition than other creative approaches and required 30% fewer impressions per conversion. Within NFL radio broadcasts, football-themed advertising achieved a $52.87 cost per acquisition compared with $69.72 for other messaging.

Bouvard also highlighted the reach of Westwood One's NFL coverage, which attracts approximately 64 million unique listeners over a season, according to Nielsen. The network is entering its 40th consecutive season as the NFL's exclusive network audio partner, carrying primetime regular-season games, playoff coverage and Super Bowl LXI.

The findings underscore the potential value of broadcast radio for advertisers seeking measurable business outcomes, particularly when commercials are aligned with programming content and audience interests.

Read the complete Westwood One Audio Active Group blog here.