Cumulus Media | Westwood One Audio Active Group® Releases Brand New Analysis of the NCAA March Madness Audience
New Study Reveals NCAA March Madness AM/FM Radio Listeners Are a Desirable Consumer Group, Showing High Levels of Sports Engagement and Purchase Intent
NEW YORK, NY – February 21, 2023 – Cumulus Media (NASDAQ: CMLS) | Westwood One’s Audio Active Group® today released a brand-new comprehensive analysis of the NCAA March Madness 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 college basketball compared to the more casual sports fan.
Highlights of the NCAA Audience analysis include:
- NCAA Basketball AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and are younger than the average American.
- The NCAA March Madness AM/FM radio audience is highly engaged with sports: MRI Simmons finds NCAA March Madness AM/FM radio listeners attend many sporting events, seek out sports information on their phones, and are likely to play fantasy sports. The high levels of engagement translate into greater advertising effectiveness.
- NCAA March Madness AM/FM radio listeners are likely to make purchases across key consumer categories: AM/FM radio delivers consumers who are likely to buy a new or used vehicle, switch insurance providers, move residence, and refinance their mortgage.
The full analysis can be found at WestwoodOne.com/blog in the NCAA Listening Report from the Cumulus Media | Westwood One Audio Active Group®.
NCAA March Madness On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases / Westwood One
Two new studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The TV audience consists of casual sports fans. The AM/FM radio play-by-play audience is far more passionate and engaged.
About Westwood One Sports
Westwood One Sports is home to some of the most exciting sports broadcasts on radio. In addition to being the exclusive network audio broadcast partner to the NFL since 1987 – featuring regular and post-season NFL football, including the playoffs and the Super Bowl – its other extensive properties include NCAA Basketball, including the NCAA Men’s and Women’s Tournaments and the Final Four®; The Masters; NCAA Football; and other marquee sports events. Westwood One also distributes and represents CBS Sports Radio. On social media, join the Westwood One Sports community on Facebook at facebook.com/westwoodonesports and Twitter at twitter.com/westwood1sports. For more information, visit www.westwoodonesports.com.
About Cumulus Media
Cumulus Media (NASDAQ: CMLS) is an audio-first media company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 404 owned-and-operated radio stations across 85 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and many other world-class partners across more than 9,400 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the Cumulus Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. Cumulus Media is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit www.cumulusmedia.com.
Contact: Karen Glover | Westwood One | email@example.com