Westwood One to Launch Tennis Reports in 2025

RADIO ONLINE | Monday, April 21, 2025

Cumulus Media and Westwood One

As the 2025 tennis season approaches, Westwood One is stepping onto the court with new audio coverage of Grand Slam tournaments, including the French Open, Wimbledon, and the US Open. Starting this year, the network will air daily reports on AM/FM radio, expanding its sports content portfolio and offering marketers a new way to connect with highly engaged audiences.

According to a new study highlighted in this week's Cumulus Media | Westwood One Audio Active Group blog, the AM/FM radio audience for tennis is younger, more affluent, and more actively engaged with sports than traditional TV viewers. The report suggests this audience segment is not only more passionate about sports but also more likely to make significant consumer purchases.

MRI-Simmons data shows that the average radio listener for tennis is 17 years younger than the average TV viewer. These listeners are also more likely to be employed and have children, pointing to larger, more active households. That demographic is attractive to advertisers aiming to drive sales in categories such as automotive, financial services, tech, and home furnishings.

The report further reveals that radio listeners are:

• 75% more likely to have attended a sports event
• 33% more likely to be seen as a sports guru
• Twice as likely to participate in fantasy sports
• 5X more likely to engage in sports betting

These traits suggest AM/FM listeners offer a more fertile environment for advertisers, especially as many also act as influential voices in their social and professional circles.

Brands already investing heavily in televised tennis-such as those in financial services, luxury goods, telecom, and fast food-are encouraged to expand their campaigns into audio to increase reach and influence. The data indicates that the unique attributes of the radio audience can help advertisers deepen consumer engagement and extend the impact of their marketing efforts.