56 Million Fans Will Listen to the NFL on Westwood One

RADIO ONLINE | Monday, August 8, 2022

Westwood One

This season, NFL Thursday Night Football will be on Amazon Prime Video and no longer on a broadcast TV or cable network. To determine the degree of awareness that Amazon Prime Video will be the home of TNF, the Cumulus Media | Westwood One Audio Active Group commissioned a national study from MARU/Matchbox of 1,000 Americans over the age of 18 from July 22 to August 4. This week's blog outlines the key findings plus includes data from the 2022 NFL Listening Report.

• Half of frequent NFL viewers and only 30% of occasional NFL viewers are aware that Thursday Night Football will only be available on Amazon Prime Video: With 31 days to go, the MARU/Matchbox study reveals there are still large numbers of NFL fans that will need to learn about where they can watch Thursday Night Football.

• Nielsen Scarborough: Half of NFL Thursday Night Football viewers are not Amazon Prime members: Of the 68 million Americans who have watched NFL Thursday Night Football in the last year, 31.7 million are Amazon Prime members and 36.7 million are not.

• The majority of football fans with Amazon Prime say they'll watch NFL Thursday Night Football on Amazon Prime Video: The MARU/Matchbox study reveals 89% of frequent NFL viewers with Amazon Prime say they are very likely or somewhat likely to watch NFL Thursday Night Football on Amazon Prime Video. 66% of occasional NFL viewers with Amazon Prime they are very/somewhat likely to watch.

The Westwood One NFL Listening Report key takeaways:

• More engaged: The sports listener is more passionate, giving audio commercials greater impact

• Mass reach: Buy deep in a game and long in the season to capture the massive 56 million reached by Westwood One's NFL coverage

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

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

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