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NCAA Nielsen Basketball Listening Report

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Westwood One is the official radio partner to the NCAA, carrying every game of the NCAA Men's Division I Basketball Tournament. How do people listen to NCAA basketball coverage? Why is investing in audio important to your March Madness media plan? This report answers those questions.

Nielsen reveals a never-before-seen study of the NCAA basketball listener, providing exclusive insights into Westwood One listening patterns throughout the college basketball season.

Reach out to CorpMarketing@WestwoodOne.com for more information.

Published in: Sports
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NCAA Nielsen Basketball Listening Report

  1. 1. 2017 NCAA Basketball Listening Report
  2. 2. Westwood One’s NCAA audio platforms increase AM/FM reach Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+ Westwood One simulcasts its NCAA Basketball coverage across multiple audio partners: • AM/FM radio • Streaming audio • Satellite • Mobile
  3. 3. Streaming expands the AM/FM radio’s March Madness audience AM/FM 54% Streaming 34% SiriusXM 12% % of NCAA March Madness listening by platform Source: GfK Custom Research 2016, Adults 18+, Final Four Tournament 63% to the AM/FM audience Streaming adds
  4. 4. 24% 41% 34% Opening week Sweet 16/ Elite 8 Final Four March Madness streaming audience: younger and listening across the entire tournament Target a younger audience in top markets Invest across the entire tournament Reach a digitally engaged audience Sources: March Madness reach by platform: GfK Custom Research 2016, Adults 18+, Final Four Tournament. Streaming audience: Nielsen Audio March Madness SDK, measuring Westwood One streaming on westwoodone.com and TuneIn, Total Listening Hours, 3/16/16-4/4/16. AM/FM audience: Nielsen Audio March 2016/April 2016, PPM Markets Only, 2016 NCAA March Madness broadcast lineups, AQH Persons. Opening week = 3/17/16-3/23/16, Sweet 16/Elite 8 = 3/24/16-3/30-16, Final Four = 3/31/16-4/4/16 % share of total streaming hours 54% Versus AM/FM, the streaming audience is made up of 25%more Adults 18-34 of March Madness streaming occurs in the top 10 markets of the March Madness audience listens via streaming 1/3
  5. 5. NCAA Westwood One basketball builds national reach: 21.8 million listeners Source: Nielsen 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One. Data is based on top 48 PPM markets representing 50% of U.S. adult population. PPM reach is projected to total U.S. population using a factor of 2x PPM reach. PPM audiences only represents just the AM/FM broadcast. A 38% factor was applied to AM/FM reach to represent the incremental reach of online audio and SiriusXM NCAA simulcast. Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+ 49%of men 18-49 within the March Madness audience are reached by Westwood One’s coverage 48%of men 25-54 within the March Madness audience are reached by Westwood One’s coverage 35%of men 35-64 within the March Madness audience are reached by Westwood One’s coverage
  6. 6. +15.6% +0.4% +26.0% Championship Semifinal 2 Semifinal 1 Westwood One’s NCAA basketball audience surges 2017 versus 2016 men 25-54 Source: GfK Omnibus Knowledge Panel 2017 versus 2016, Cume
  7. 7. The NCAA basketball audio audience
  8. 8. Westwood One NCAA basketball audience: high income and full-time employed Source: Nielsen 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One, Persons 6+ 40% 43% 59% 60% $75K+ Work full-time Total U.S. population NCAA audio audience Listeners with $75K+ income: greater than the U.S. average 45% Full-time employment: greater than the U.S. average 40%
  9. 9. The NCAA basketball audio audience skews younger and more male Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+ 59% 33% 48% 65% 43% 61% Male 18-39 18-49 Total NCAA audience NCAA audio audience
  10. 10. Westwood One’s NCAA basketball audience consumes more games Source: Nielsen “Day in the Life of an NCAA fan” January 2016 Study of 1019 Persons 18+ Average number of March Madness games consumed 10.3 12.3 Net video AM/FM radio March Madness AM/FM radio listeners consumed more games on average than March Madness TV viewers 19%
  11. 11. Westwood One reaches the avid NCAA basketball fan NCAA engagement attribute Total NCAA audience NCAA audio audience % that follow the Tournament through to the Final 78% 87% % “very likely” to follow a game of favorite teams playing in the tournament 64% 71% Currently attend/graduated from school that typically plays NCAA basketball tournament 40% 50% How closely do you follow the NCAA Tournament? % saying “love it, I’m completely passionate about the tournament” (top 2 box) 34% 45% Try to follow as many games as possible on as many devices as they can 17% 28% Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+
  12. 12. 11% only listen at home 39% only listen away from home 49% listen both at home and away from home Westwood One NCAA basketball listeners tune in away from home % of location of listening among men 25-54 Source: Nielsen Portable People Meter 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One listen to NCAA basketball away from home at some point during the season 88% only listen away from home 2 out of 5
  13. 13. of the adult in-car audience are tuned in to Westwood One NCAA basketball NCAA basketball fans use audio away from home Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+ of the adult at work audience are turned in to Westwood One NCAA basketball 77% 37%
  14. 14. Audio improves the media mix
  15. 15. Westwood One’s NCAA basketball coverage adds incremental reach How to read: 29% of the March Madness audience was reached by coverage via social media. When radio coverage of the tournament was added to the media mix, the reach within the March Madness audience increased by 17%. Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+ 90% 45% 29% +4% +12% +17% Video Internet Social Reach within the March Madness audience Incremental March Madness reach when radio is added
  16. 16. Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54. NCAA March Madness fans watch a variety of games… How to read: Only 2.3 NCAA March Madness games were watched on TV among the 40% light persons 25-54 NCAA viewers. % of TV NCAA Viewers Persons 25-54 Light 40% Medium 40% Heavy 20% 22.7 8.0 2.3 TV: Number of NCAA Games Watched
  17. 17. Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54. Westwood One NCAA basketball audio extends the number of games consumed How to read: 2.3 NCAA March Madness games were watched on TV by the 40% light persons 25-54 NCAA viewers. Westwood One NCAA March Madness + TV doubles the games consumed to 5.1. Persons 25-54 % of TV NCAA Viewers 22.7 8.0 2.3 +7.2 +4.2 +2.8 TV: Number of NCAA Games Watched Light 40% Medium 40% Heavy 20%
  18. 18. Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54. We Make Your TV Better: Radio amplifies frequency How to read: The addition of Westwood One NCAA March Madness to the number of TV games consumed increases 122% among light persons 25-54 NCAA TV viewers. Persons 25-54 % increase in TV games exposed with the addition of Westwood One NCAA basketball radio coverage % of TV NCAA Viewers Light 40% Medium 40% Heavy 20% +32% +53% +122% Throughout March Madness, Westwood One NCAA coverage increases the number of games consumed by 50%
  19. 19. NCAA audio elevates awareness of the entire media plan Source: Nielsen Campaign Effect Study – confidential motorcycle brand/NCAA/Westwood One Q2 2016 Radio Campaign Percentage of advertising recall lift among those exposed to motorcycle audio ads 214% 100% 83% 62% 34% 32% 18% Internet - mobile Newspapers Magazines Internet - PC Direct mail/ e-mail TV Out of home Radio lifted recall 32%on motorcycle TV ads
  20. 20. Creative matters
  21. 21. Branding audio ads work as well as promotional offers Source: Nielsen Radio Ad Effectiveness Study, March 2016; Sequent Partners, A Meta Analysis, April 2016 0 20 40 60 80 100 120 140 Brand Offer 100+ index of 54 NCAA ads tested by Nielsen 43% of all NCAA basketball ads indexing over 100 in likability were brand ads
  22. 22. Westwood One NCAA basketball radio advertising scores with male Millennials Average ad performance metrics: men 18-34 vs. adults 18+ Source: Nielsen Radio Ad Effectiveness Study, March 2016; Sequent Partners, A Meta Analysis, April 2016 61% 59% 50% 46% 59% 68% 67% 63% 59% 55% Engaging Memorable Relevant Like Brand recall Adults 18+ Men 18-34 +11% +14% +26% +28%
  23. 23. • Engaged and passionate • A growing number of listeners • Desirable “on the go” consumers • Incremental reach • Frequency amplification • Creative matters Why reach NCAA basketball listeners?
  24. 24. 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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