Cumulus Releases First-Ever NFL Postseason Audience Report

RADIO ONLINE | Thursday, January 19, 2023 | 4:40pm CT

Cumulus Media

Cumulus Media | Westwood One's Audio Active Group has released a first-ever comprehensive analysis of the NFL postseason audience incorporating the most recently released (2022) data from Nielsen Scarborough USA+ and MRI Simmons USA. The data revealed that the AM/FM radio audience is far more passionate about football compared to the more casual sports fan found in the TV audience.

Highlights of the analysis include:

• NFL postseason AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and have higher disposable incomes compared to NFL postseason TV viewers.

• The NFL postseason AM/FM radio audience is more engaged with sports: MRI Simmons finds NFL postseason AM/FM radio listeners attend more sporting events, seek out sports information on their phones more often, and play more fantasy sports than NFL postseason TV watchers. The higher levels of engagement translate into greater advertising effectiveness.

• NFL postseason AM/FM radio listeners are more likely to make purchases across key consumer categories: Compared to the NFL postseason TV audience, AM/FM radio delivers more consumers who are likely to buy a new or used vehicle, start a new business, or hire a financial advisor.

The full analysis can be found at WestwoodOne.com/blog in the Cumulus Media | Westwood One Audio Active Group's NFL Listening Report.