Westwood One To NFL Ad Buyers: Don't Forget About Radio

Westwood One Touts NFL Radio Buys

WESTWOOD ONE is urging NFL ad buyers not to forget about radio in its season-long schedule, according to a story in the SPORTS BUSINESS DAILY.

WESTWOOD ONE, which holds the NFL’s national radio rights, has been out in the market with NIELSEN research that shows "casual football fans are more likely to hear and retain a commercial message on radio than television."

“Our research shows that radio amplifies the frequency that casual fans hear advertising messages,” said WESTWOOD ONE CMO PIERRE BOUVARD. “We make your TV better.”

The NIELSEN research surveyed 80,000 consumers with an electronic gadget that picks up the media they are hearing. The research showed that 81% of NFL TV viewing comes from 40% of NFL viewers -- the hardcore NFL fans. On WESTWOOD ONE, that ratio is turned around, with 26% of NFL TV viewing coming from the 20% of the most avid NFL viewers.

WESTWOOD ONE wants ad buyers to make radio as well as TV part of its ad buying mix because "it is better equipped to reach the casual football fan. Overall, two-thirds of radio consumers listen outside of the home -- either in the car or at the office.

“In the car, radio is the best available screen,” insisted BOUVARD. “The duration of radio listening in the car is defined by the errands people have to run, rather than by the game that is on air.”

The article refers back to a blog by WESTWOOD ONE SVP/Sports Sales and Marketing BRANDON BERMAN about the original NIELSEN research on how "How Radio Amplifes TV Frequency" here.

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