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Volume 25 No. 237
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Westwood One Reminding NFL Ad Buyers Not To Forget About Radio Listeners

Westwood One’s message to NFL ad buyers this year is relatively simple: do not forget about radio as you buy your season-long schedules. Westwood One, which holds the NFL’s national radio rights, has been out in the market with research from Nielsen 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 Pierre Bouvard, CMO of Westwood One parent company Cumulus. “We make your TV better.” The research with Nielsen was with 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’s message to ad buyers is not to ignore TV. Instead, Westwood One wants ad buyers to make radio 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,” Bouvard said. “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.”