While the NFL postseason has just wrapped up, marketers are looking ahead to March Madness, a major cultural phenomenon. A series of studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile. This week’s Cumulus Media | Westwood One Audio Active Group® blog examines the NCAA March Madness audience on AM/FM radio.
MARU/Matchbox: Compared to NCAA March Madness TV viewers, AM/FM radio listeners are far more engaged, which generates greater advertising effectiveness and impact
MRI-Simmons: NCAA March Madness AM/FM radio listeners are more likely to influence other consumers, extending commercial impact beyond the game
MRI-Simmons: The NCAA March Madness AM/FM radio audience is younger and more likely to be employed and have kids in bigger households versus the NCAA March Madness TV audience
MRI-Simmons: NCAA March Madness AM/FM radio audiences deliver consumers who are in the market across key consumer categories
Nielsen: Westwood One NCAA March Madness AM/FM radio audiences surge with significant incremental reach
One-third of March Madness fans are reached via Westwood One’s audio coverage; Among 18-34s, Westwood One’s broadcasts beat TV in reach.