NFL Radio Ads Deliver For Online Gaming Company.

Studies focused on an online gaming company’s AM/FM ad campaign during NFL programming show multiple ways the brand benefited from targeting these listeners. 

Results from Quantilope’s study, measuring the campaign’s brand effect among 500 adults 21+ having listened to the NFL broadcast compared to 500 who were not exposed, found that NFL AM/FM radio listeners are +109% more likely to be interested in online social games than those not listening, making the games “an ideal way to reach those who are interested in online gaming,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says in Westwood One’s blog.

Quantilope also found that, at every stage in the purchase funnel, those exposed to the AM/FM radio campaign saw higher performance vs. those unexposed. Aided awareness, familiarity, favorability and consideration outperformed the unexposed group by double digits.

Additionally, exposure to the NFL radio campaign grew total ad awareness by 120%, where those exposed were able to recall hearing or seeing any of the online gaming company’s advertising to a significantly greater degree. Recall of the radio ad was also 200% higher among those exposed.

The study’s results brought more good news to the brand, as exposed respondents found the online gaming company’s ad most relevant. “Those exposed to the campaign found the online gaming company’s ad easy to understand, informative, entertaining and relevant,” Bouvard says. “The ad also set them apart from their competitors, and respondents enjoyed hearing it more.”

Perhaps most important, Quantilope’s results showed that the AM/FM ads drive action, as exposed respondents said they were more likely to take action after hearing the online gaming website’s audio campaign.

“Versus those unexposed, consumers exposed to the online gaming company’s ads were more likely to go online for more information, research online social gaming companies in general, read online reviews, play games on the online gaming company’s website, and tell their friends or family members about it,” Bouvard says.

The second study, from Claritas – which measures audio attribution for broadcast AM/FM radio, podcasts, and AM/FM radio streaming – revealed the total exposure of ads from all three during the campaign, with the majority of exposures via broadcast AM/FM radio.

Claritas also found that compared to other media, broadcast AM/FM radio drove first purchase conversions – as in visiting the advertiser website and making transactions – most affordably, with an average cost-per-action of $60.87. “One major factor drives that difference,” Bouvard says. “AM/FM radio CPMs are far more affordable than streaming or podcasts.”

Another takeaway from the study: based on CPA, ads with football-themed creative performed best. “Creative that aligns with content matters,” Bouvard says. “Contextually relevant messaging significantly boosts conversion efficiency.”