2017 NFL LISTENING REPORT

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.

• 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:

Source: GfK MRI Fall 2016. 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

Audio listeners are more passionate about sports, giving your commercial greater impact

Engagement

Engagement attributeWatch sports on

television

Listen to sports

on the radio

Radio engagement

advantage %

Attend any sports events 27% 58% 115% more likely

Sought sports information on a

smartphone (last 30 days)37% 53% 43% more likely

Family/friends often ask for/trust my

advice on sports16% 25% 56% more likely

Sports category influential

consumer10% 18% 80% more likely

Participated in a fantasy sports

league (last 12 months)7% 15% 114% more likely

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

Westwood OneNFL broadcasts are distributed on over

All primetime and postseason games

simulcast on:

700AM/FM radio

stations

Play-by-play listening extends beyond AM/FM radio

Source: GfK Custom Research 2015-16, adults 18+; Percents add up to over 100% because of listening on more than one platform

59% to the AM/FM

audience

On average,

satellite and

streaming adds

Share of time spent by platform

AM/FM

radio

63%

Satellite

26%

Streaming

16%

Share

The NFL on Westwood One has massive reach

7.0MM

14.5MM

23.4MM

30.4MM34.2MM

45.8MM48.0MM

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 in the top 48 PPM markets

projected to total U.S. across all platforms

Source: Nielsen 2014-2015 NFL Cumulative Reach Study for Westwood One Radio Network PPM Markets, Unified Sample, Nationally broadcast games fromprimetime (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. 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. An additional 1.59 reach factor is applied to represent estimated satellite and streaming audience, based on GfK Custom Research 2015-2016.

Go long: invest across the season for maximum campaign exposure

Reach

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. 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. An additional 1.59 reach factor is applied to represent estimated satellite and streaming audience, based on GfK Custom Research 2015-2016.

The NFL onWestwood One

reaches over

people eachseason

48 million

The NFL on Westwood One has massive reachReach

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

58%

71%

61%

47%

Persons 18+ P18-34 (Millennials) P35-54 (Gen X) P55+ (Boomers)

Millennials and Gen X are most likely to listen to Westwood One NFL broadcasts out of home

Source: Nielsen Customized Analysis of PPM listening data October 2014 - Based on listening to Prime-time NFL broadcasts on Westwood One Radio Network

% of listening to NFL out of home by demographic

How to read: Among persons 18-34, 71% of NFL listening is done outside the home.

Location of listening

62%

73%67%

58%

70%62%

54%

68%61%

Persons 18+ Persons 18-34 Persons 25-54

First hour Second hour Third hour

Out of home audience is largest during the first hourof Westwood One NFL broadcasts

% of listening to NFL from out of home by time period

Source: Nielsen Customized Analysis of PPM listening data October 2014- Based on listening to Prime-time NFL broadcasts on Westwood One Radio Network

How to read: Among persons 18+, 62% of listening to the first hour of an NFL Football broadcast

is done from outside the home.

Location of listening

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 listenersThe NFL Listener

“I am already deeply invested in an NFL TV package.

What incremental impact canWestwood One’s NFL platform

really add?”

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

The television audience can be dividedinto 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

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

+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 lightNFL 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

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

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

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

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 canWestwood One’s NFL platform

really add?”

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 48 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

Case studies

Elevates awareness of CDW ads on other media

Compared to NFL television, the NFL on Westwood One influences growth in key areas

Impacts ITdecision makers

likelihood to

recommend

+38%

Strengthensbrand perceptions

aided

awareness+23%brand

favorability+7%

+33%

+33%

+43%

+67%

+100%

+300%

+400%

Magazines

Newspapers

Online on a PC

Direct mail/email

Television

Billboard/outdoor

Online on a mobile

phone or tablet

Source: Nielsen Case Study for CDW, Campaign Effect: Measuring the Impact of Advertising on Brand Metrics. December 2015.

Brand perceptions strengthened among IT decision makers.

Westwood One audio works for technology firm CDW

NFL Case Study

Westwood One NFL works for a major QSR brandNFL Case Study

Costefficiency

Incrementalreach

+53%

Adding Westwood One

NFL increases the

NFL Network TV reach by

Amplified frequency

+20%

Westwood One NFL

increases frequency

among light NFL Network TV viewers

“I am already deeply invested in an NFL TV package. What impact can Westwood One’s NFL really offer?”

Westwood One’s

CPMs are only

5%-20%of NFL TV CPMs

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

Westwood One NFL delivers for a major motorcycle brand

Elevated awareness on other media

Boosted brand image

Source: NFL: Nielsen Campaign Effect Study – a major motorcycle brand/NFL/Westwood One Q1 2016 radio campaign

in brand perception

+14%

Elevatedad recall

in ad recall among

motorcycle owners

+58%

+7%

+15%

+43%

+55%

+57%

+68%

+172%

Magazines

Billboard/outdoor

Television

Newspapers

Direct mail/email

Online on a PC

Online on a mobile

phone or tablet

NFL Case Study

Radio works for a major mobile app

Source: Nielsen Campaign Effect Study – Mobile App/NFL/Westwood One Q4 2016 Radio Campaign

Voiced ads performed better

+60%in favorability versus

average radio ads

Ads voiced by

play-by-play talent saw

Favorability +14%

App awareness +26%

Ad recall +28%

Recommendation+14%

App usage +21%

Boosted brand and purchase metrics

% increase among

those who were

exposed to the

radio campaign

vs. those who were

not exposed

NFL Case Study

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