Westwood One/Nielsen PPM Studies Look At NCAA Basketball Radio Audience
March 8, 2016 at 8:17 AM (PT)
Two studies of NCAA basketball media consumption commissioned from NIELSEN AUDIO by WESTWOOD ONE found that NCAA basketball has become AMERICA's fifth most popular sport, with 22% of respondents saying they watch or listen to it, trailing only the NFL, MAJOR LEAGUE BASEBALL, NCAA football, and the NBA. The study, looking at 48 PPM markets, showed strong engagement among radio listeners to the NCAA tournament, with 87% saying they will follow the games to the Finals, compared with 78% of the NCAA basketball audience overall.
The studies also indicated that WESTWOOD ONE's MARCH Madness coverage reaches 1 in 3 NCAA basketball followers, with 89% listening at home, 41% at work, and 40% in the car; they also listen during the workday.
“MARCH Madness on the radio attracts ‘super fans’ who are following the Tournament closely and consume the most games,” said WESTWOOD ONE/CUMULUS CMO PIERRE BOUVARD. “Sports on the radio typically attracts the most passionate sports fans, which we see again in this latest NIELSEN study of NCAA basketball fans. MARCH Madness listeners don’t want to miss a moment of the Tournament and are tuning in even while they are at work, home, and in the car. For marketers, NCAA on the radio is an effective way to reach engaged MARCH Madness fans wherever they are, especially while they are on the go and close to the point of purchase.”
See more of the studies at http://www.slideshare.net/westwoodone/2016-ncaa-nielsen-basketball-listening-report.