Boomer Esiason Mails NFL Sponsors In Hopes Of Landing Deals For Westwood One

Westwood One radio host Boomer Esiason "in a bid to get advertisers to consider adding" the station "to their media diets ... has Fed-Exed personalized letters to 30 NFL sponsors," a roster that includes the likes of A-B InBev, Gatorade, Hyundai, Pepsi, Visa and Xbox, according to Anthony Crupi of AD AGE. The sample letter "furnished to Ad Age" was addressed to A-B VP/Consumer Connections Lucas Herscovici, who "oversees the brewer's sports sponsorship deals." Esiason's direct mail campaign "is as stats-heavy as any given NFL broadcast." The letters "talk up the NFL on Westwood One's cumulative reach and key demos." Esiason wrote, "Season-long advertiser investments yield significant reach. Buying deep in the broadcast and long in the season results in massive reach." He went on to add that sponsors of WWO's NFL coverage also "have the opportunity to integrate their brand messages within the live play-by-play audio." The letters "should arrive at their destinations before the end of the week" (ADAGE.com, 7/8).