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A study by Cumulus Media and MARU/Matchbox shows that audio engagement during NCAA March Madness outperforms traditional television viewership. This highlights the potential for podcast advertisers and producers as audio listeners are more engaged and influential consumers. With audio reaching one-third of March Madness fans and surpassing TV reach among the 18-34 demographic, this shift in sports media consumption patterns is significant.
The 2025 Audioscape study by Cumulus Media's Audio Active Group®, involving 943 respondents aged 18+, MRI-Simmons, and Nielsen, shows that audio listeners show superior engagement metrics compared to TV viewers, indicating audio's growing dominance in sports media consumption, with data from Westwood One's NCAA coverage reaching 20 million Americans.
The Key Points:
Audio listeners follow 10% more games and are 32% more likely to be NCAA Tournament super fans compared to general audiences
Audio audiences demonstrate 28% higher likelihood of college affiliation with NCAA Basketball institutions
Among 18-34 year-olds, audio broadcasts achieve greater reach than television coverage
Audio listeners are more likely to be category influencers across multiple purchase categories
Westwood One's NCAA coverage reaches 20 million Americans, with significant incremental reach growth throughout the season
Why It Matters:
This research fundamentally challenges traditional assumptions about media engagement and advertising effectiveness in sports broadcasting. For podcast producers and advertisers, it demonstrates that audio content engages listeners more effectively, influences them more significantly, and provides a more commercially valuable audience compared to traditional video platforms. This insight is particularly crucial for developing targeted advertising strategies and content that capitalizes on audio's unique advantages in reaching and influencing key demographic segments.
The Big Picture:
For podcasters and podcast producers, these findings present several actionable opportunities:
1. Focus on creating audio content that complements and enhances the viewer's experience, rather than duplicating video content.
2. Audience Targeting: Develop programming specifically tailored to the younger, more affluent, and more engaged audio audience demographic
3. Advertising Integration: Design ad formats that capitalize on the higher engagement levels of audio listeners to maximize advertising effectiveness.
4. Cross-Platform Development: Develop strategies such as targeted mobile advertising or location-based promotions to capture audiences during their out-of-home listening periods.
5. Monetization Opportunities: Develop specialized packages for advertisers based on audio's superior engagement metrics
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