Insite | Online Gaming Running An AM/FM Campaign

The Cumulus Media | Westwood One Audio Active Group® recently commissioned two studies for an online gaming company running an AM/FM radio campaign in Westwood One’s NFL programming. A Quantilope brand study measured the performance and brand equity of the online gaming company. Separately, a Claritas attribution measurement study ran from September 4, 2025 through January 18, 2026. It measured two measures of campaign performance: attribution showed the number of consumers who were exposed to the ads and were then converted to web visits and incrementality, a calculation revealing the conversions that were caused by advertising. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the findings from both studies.

• Quantilope brand study: NFL AM/FM radio listeners are +109% more likely to be interested in online social games than those who don’t listen to the NFL
• A wide variety of AM/FM radio programming formats reach those who are interested in online social games
• AM/FM radio worked: The online gaming company’s AM/FM radio campaign grew total ad awareness +120%
• AM/FM radio ad recall was +200% higher among those exposed to the online gaming company’s ads running in Westwood One NFL programming
• AM/FM radio drives action: Exposed respondents are more likely to take action after hearing the online gaming website’s audio campaign
• Claritas attribution study: The online gaming company’s Westwood One audio campaign worked, delivering 390M impressions with cost per first purchase of $61; 75% of attributable first purchase conversions are incremental

To read the full blog post by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/10/12/attribution-and-brand-effect-studies-reveal-online-gaming-nfl-campaign-on-westwood-one-generates-high-brand-equity-and-purchase-conversions/. To view a 10-minute video of the key findings, visit: https://www.youtube.com/watch?v=e8gN4IyXsYQ.