Studies Show Sports PBP Listeners More Engaged Than TV

RADIO ONLINE | Monday, February 10, 2025 | 3:09pm CT

Cumulus Media and Westwood One

As the NFL season concludes, marketers are shifting focus to March Madness, an event that captivates millions of sports fans each spring. A series of studies comparing TV and AM/FM radio audiences during the NCAA basketball tournament reveal significant differences in listener engagement and demographic profiles. This week's Cumulus Media | Westwood One Audio Active Group blog examines the NCAA March Madness audience on AM/FM radio.

According to MARU/Matchbox, AM/FM radio listeners of NCAA March Madness are more engaged than their TV counterparts. A survey of over 943 adults found that radio listeners are more likely to follow the tournament through to the final game, attend or have graduated from participating colleges, and actively choose radio coverage over TV broadcasts. This heightened engagement translates to a 10% higher game-following rate and significantly greater advertising effectiveness.

Data from MRI-Simmons further supports these findings, showing that March Madness radio audiences are generally younger, more likely to be employed, and reside in larger households compared to TV viewers. This demographic is also more inclined to influence others, extending the reach and impact of advertisements beyond the broadcasts themselves.

Nielsen reports show that Westwood One's NCAA March Madness radio broadcasts achieve substantial incremental reach, particularly among the 18-34 age group, surpassing TV in audience engagement. Additionally, MRI-Simmons notes that radio listeners are more likely to engage in sports betting, highlighting a targeted opportunity for marketers within this highly engaged group.

Overall, the data paints a clear picture: NCAA March Madness AM/FM radio listeners not only embody a distinct and dynamic demographic but also offer a more engaged and influential audience for advertisers looking to make a significant impact during one of sports' biggest events.