With the 2025 NFL Draft just completed, marketers and media agencies are eagerly looking ahead to the start of the NFL season on September 4th, 2025. Any consideration of an NFL investment should include Westwood One’s exclusive audio play-by-play coverage of approximately 100 primetime games. This week’s Westwood One | Cumulus Media Audio Active Group® blog outlines key reasons to put the NFL in the media plan and includes ten case studies showing the impact NFL on AM/FM radio can have for brands.
Case Study #1: Mid-tier financial brand drives stronger brand effect on Westwood One’s NFL than with their TV investments
Case study #2: Another financial services brand generates strong brand equity with the NFL on Westwood One and Infinity Sports updates
Case study #3: A prescription discount subscription service saw strong top funnel and middle funnel performance from their Westwood One NFL campaign
Case study #4: A telcom brand’s Westwood One NFL campaign generated strong lifts in familiarity, consideration, and actions taken
Case study #5: CDW, a major B2B brand targeting IT decision makers, experienced lifts in awareness, brand perceptions, and likelihood to recommend due to their NFL campaign on Westwood One
Case study #6: Listeners to Westwood One’s NFL are much more likely to be aware of and familiar with an online sports betting brand and more likely to consider it in the future
Case study #7: A Nielsen analysis of a major QSR brand’s Westwood One NFL campaign revealed a stunning 53% lift in incremental reach and a 20% increase in frequency among light NFL TV viewers at a fraction of TV CPMs
Case study #8: A major motorcycle brand’s integration in the NFL on Westwood One lifted ad recall, grew brands images, and elevated ad recall of all media elements in the plan
Case study #9: A major mobile app’s Westwood One NFL campaign lifted top, middle, and lower funnel measures; Live reads from the play-by-play talent outperformed pre-recorded ads in favorability
Case study #10: A retailer’s sponsorship of the Westwood One NFL audio stream measured by Upwave grew awareness, ad recall, consideration, and familiarity
