2016 NFL Listening Report

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A comprehensive view of the NFL radio landscape as well as an in-depth description of the NFL listener.

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2016 NFL Listening Report

  1. 1. 2016 NFL LISTENING REPORT
  2. 2. As the most popular sport in America, the NFL reaches a desirable group of passionate fans with spending power. Westwood One has unique, exclusive access to connect marketers to NFL listeners. We sought to learn about this coveted group: who is the NFL listener, where do they listen, and why is audio a valuable tool for marketers to add to the media mix? In the following report, we look at a never-before-seen Nielsen study of the NFL audio audience and how they consume games throughout the season.
  3. 3. • How audio sports play-by-play connects with a more passionate fanbase • How audio reaches a growing audience throughout the NFL season • Where people listen to NFL audio • Who you reach through an NFL audio campaign • What NFL audio can add to your current media mix In this report, you’ll learn:
  4. 4. Source: 2015 Spring GfK MRI Weighted to population. Persons 18+. Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Attribute Watch Sports on Television Listen to Sports on Audio Audio Advantage % Attend any sports events 27% 56% 107% more likely Sought sports information on a smartphone (last 30 days) 31% 46% 48% more likely Family/friends often ask for/trust my advice on sports 17% 27% 59% more likely Sports category influential consumer 10% 17% 70% more likely Participated in a fantasy sports league (last 12 months) 7% 13% 86% more likely Audio listeners are more passionate about sports, giving your commercial greater impact Engagement
  5. 5. Source: 2015 Fall GfK MRI weighted to population. Indexed to persons 18+. NFL listeners defined as adults who listened to NFL Monday or Thursday night games or NFL weekend games or NFL playoffs/Super Bowl on the radio in the last 12 months. NFL TV viewers defined as adults who watch NFL Monday or Thursday night games or NFL weekend games or NFL playoffs/Super Bowl on TV in the last 12 months. NFL listeners are extremely receptive to radio advertising % more likely to agree “advertising on that media provides meaningful information about product use” % more likely to agree “advertising on that media provides useful information about new products and services” Engagement -1% 26% 3% 30% NFL TV viewers NFL listeners NFL TV viewers NFL listeners
  6. 6. The NFL on Westwood One has massive reach 4.4MM 9.1MM 14.7MM 19.1MM 21.5MM 28.8MM 30.2MM September Week 1 September Weeks 1-4 September - October Weeks 1-8 September - November Weeks 1-13 September - December Weeks 1-17 September - January Weeks 1-20 September - February Weeks 1-21 Persons 18+ Westwood One NFL reach accumulation (2014/2015 season) in the top 48 PPM markets projected to total U.S. Source: Nielsen 2014-2015 NFL Cumulative Reach Study for Westwood One Radio Network PPM Markets, Unified Sample, Nationally broadcast games from primetime (Monday, Sunday, Thursday) and post-season (playoffs, championships, Pro Bowl, Super Bowl). Data is based on top 48 PPM markets representing 50% of U.S. adult population and represents just the AM/FM broadcast. PPM NFL reach represents 61.8% of total U.S. reach. A 1.62 reach factor is applied to PPM reach to project to total U.S. reach. Does not include Westwood’s simulcast on Sirius/XM and streaming. Go long: invest across the season for maximum campaign exposure Reach
  7. 7. Source: Nielsen 2014-2015 NFL Cumulative Reach Study for Westwood One Radio Network PPM Markets, Unified Sample, Nationally broadcast games from primetime (Monday, Sunday, Thursday) and post-season (playoffs, championships, Pro Bowl, Super Bowl). Data is based on top 48 PPM markets representing 50% of U.S. adult population and represents just the AM/FM broadcast. PPM NFL reach represents 61.8% of total U.S. reach. A 1.62 reach factor is applied to PPM reach to project to total U.S. reach. Does not include Westwood’s simulcast on Sirius/XM and streaming. The NFL on Westwood One reaches over people each season 30 million The NFL on Westwood One has massive reach Reach
  8. 8. 14% 12% 21% 16% 36% All or almost all About three quarters Almost half About one quarter Less than one quarter Source: GfK Omnibus, Sample of games measured in Fall 2015 (2 each for Sunday Afternoon, Sunday Night, Monday Night and Thursday Night) Persons 25-54, how much of an NFL game they listen to NFL listeners on Westwood One tune in throughout the game How to read: 21% of persons 25-54 who tune in to a Westwood One NFL game listen for almost half the game. Buy deep in the game to maximize reach throughout the broadcast Reach
  9. 9. 16% Listen only at home 31% Listen only away from home 52% Listen both at home & away from home The NFL on Westwood One reaches consumers close to the point of purchase % of location of listening among persons 18+ Source: Nielsen 2014-2015 NFL Cumulative Reach Study for Westwood One Radio Network PPM Markets, Unified Sample, Nationally broadcast games from primetime (Mon, Sun, Thurs) and post-season (playoffs, championships, Pro Bowl, Super Bowl). Data is based on top 48 PPM markets representing 50% of U.S. adult population and represents just the AM/FM broadcast. 83% of NFL listeners tune in away from home at some point during the season Location of listening
  10. 10. Reach desirable consumers who are educated, employed, and have higher disposable incomes Source: 2015 Fall GfK MRI, persons 18+ 36%more likely to be a college graduate 42%more likely to have a $75K household income 38%more likely to be employed full-time 24%more than the average American An NFL listener spends Advertisers score big with NFL listeners The NFL Listener
  11. 11. “I am already deeply invested in an NFL TV package. What incremental impact can Westwood One’s NFL platform really add?”
  12. 12. Case study objective: determine what Westwood One audio contributes to an advertiser’s existing NFL TV campaign Methodology: Nielsen utilized the Portable People Meter panel to quantify the cross-media campaign impact of TV and audio throughout the NFL season What Nielsen found: audio enhances NFL TV campaigns by adding incremental reach and increased frequency
  13. 13. The television audience can be divided into three groups: Source: 2015 Fall GfK MRI, Media Dynamics Inc. 2015 TV Dimensions Light TV viewers watch 11.5 hours weekly, representing 13% of time spent with television. This is a desirable group for advertisers, as they tend to be younger, affluent, employed, and far more likely to have children at home. Medium TV viewers watch 39.5 hours weekly, representing 45% of time spent with television. They are likely to be employed but skew slightly older than the light TV viewers. They are likely college graduates and have a high household income. Heavy TV viewers watch 73.5 hours weekly, representing 42% of time spent with television. Heavy viewers tend to be older and are less likely to be employed. They are also less likely to have attended college, do not have children living at home, and have a lower income. Light 40% Medium 40% Heavy 20% % of TV Viewers Case study
  14. 14. For this study, here’s a profile of the TV audience reached by the NFL advertiser’s campaign: Source: Nielsen Portable People Meter, Television 9/4/14-1/18/15. Average frequency among those exposed only to TV schedule. Persons 18-49 Reflects advertiser’s TV campaign across NFL Network, ESPN, and Fox Case study Light NFL TV viewers were exposed to the advertiser’s message the least throughout the season, representing 21% of the campaign’s total impressions and resulting in very light frequency. Medium NFL TV viewers were the average, representing 42% of the campaign’s total impressions. Heavy NFL TV viewers were exposed to the advertiser’s message the most throughout the season, representing 37% of the campaign’s total impressions and resulting in heavy frequency. Light 40% Medium 40% Heavy 20% % of TV NFL Campaign Viewers
  15. 15. +8% +11% +20% % of frequency growth among TV viewers reached lightly by an NFL TV campaign with the addition of Westwood One NFL How to read: The addition of Westwood One NFL increases frequency among light NFL Network TV viewers by 20%. NFL Network ESPN Fox Westwood One NFL amplifies frequency among light NFL TV viewers Source: Nielsen Portable People Meter, Television 9/8/14-1/18/15, Nielsen Radio 9/4/14-2/1/15. Persons 18-49 Case study
  16. 16. Adding Westwood One NFL to an NFL Network TV buy increases overall campaign frequency Advertiser campaign on both NFL Network plus Westwood One Source: Nielsen Portable People Meter, Television 10/2/14-12/20/14, Nielsen Radio 9/4/14-2/1/15. Persons 18-49. Based on the actual advertiser schedules The addition of Westwood One increased total campaign frequency +19%among those who were exposed to the advertiser’s TV campaign on the NFL Network. Case study
  17. 17. Adding Westwood One NFL to an NFL Network TV buy adds incremental reach Advertiser campaign on both NFL Network plus Westwood One Source: Nielsen Portable People Meter, Television 10/2/14-12/20/14, Nielsen Radio 9/4/14-2/1/15. Persons 18-49. Based on the actual advertiser schedules Case study NFL Network campaign reach increases by +53%with the addition of a Westwood One NFL schedule
  18. 18. Source: TV – Nielsen Portable People Meter 9/8/14-1/18/15, cost per thousand impressions delivered based on campaign reach and frequency data within 48 PPM markets, and campaign cost from Nielsen Ad Intel. Applied a 1.62 reach factor to PPM audience to project to total U.S. reach, based on PPM NFL representing 61.8% of total U.S. reach. Radio – Westwood One plan 9/4/14-2/1/15, cost per thousand impressions sold, with play-by-play based on GfK Custom Research Omnibus survey data, Persons 18-49 The NFL on Westwood One amplifies frequency and extends reach with cost efficiency Case study NFL advertiser campaign on Radio and Television Network Cost Per Thousand (CPM) Westwood One (Radio) $2.70 ESPN (TV) $13.96 Fox (TV) $52.17 NFL Network (TV) $26.36
  19. 19. Westwood One adds reach and frequency. We make your NFL TV better. “I am already deeply invested in an NFL TV package. What incremental impact can Westwood One’s NFL platform really add?”
  20. 20. Key takeaways: 2016 NFL Listening Report • More engaged: the sports listener is more passionate, giving audio commercials greater impact • Mass reach: buy deep in a game and long in the season to capture the massive 30 million reach • Closest to the point of purchase: reach busy on-the-go people whose “best screen” is likely their car radio • Desirable consumers: reach a younger, employed, upscale audience with greater spending power • Makes your TV better: the NFL on Westwood One is an effective way to amplify reach and frequency of an NFL TV campaign
  21. 21. All concepts property of Westwood One and may not be used without permission or agreed upon spending levels. Details pending partner and talent approval and subject to revision. © 2016-2017 Westwood One, Inc. Thank You

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