Blog: Radio Sporting Events Boosts TV Advertising
January 13, 2016 at 2:05 PM (PT)
With WESTWOOD ONE offering radio coverage of both the SUPER BOWL and NCAA MARCH MADNESS, CUMULUS/WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD offers his own take on how broadcasts of these two sporting events can enhance an advertiser's TV package.
Read the entire blog post here.
BOUVARD cites a NIELSEN study conducted last year that confirmed that sports play-by-play on the radio is a "reach machine," "attracts upscale, desirable listeners for advertisers" and "makes TV advertising campaigns even better."
Nearly 16 million listeners tuned into WESTWOOD ONE's coverage of NCAA Basketball through the MARCH MADNESS Tournament, while 30 million listened to their NFL broadcasts during the regular season.
BOUVARD concludes that advertisers can stretch their buys on radio, with the $1.5 million spent on a single NCAA Final Four TV spot the equivalent to a full NCAA basketball season on WESTWOOD ONE plus a MARCH MADNESS sponsorhip.