Boomer Esiason Huddles Up with NFL Sponsors in a Pitch for Radio
With just weeks to go before NFL franchises kick off their annual training camp workouts, Westwood One host Boomer Esiason is prepping an outreach effort designed to draw more of the league's top sponsors to radio.
In a bid to get advertisers to consider adding Westwood One to their media diets, the four-time Pro Bowl nominee has Fed-Exed personalized letters to 30 NFL sponsors, a roster that includes the likes of Anheuser-Busch InBev, Gatorade, Hyundai, Pepsi, Visa and Xbox. (The sample letter furnished to Ad Age was addressed to A-B's VP of consumer connections, Lucas Herscovici, who oversees the brewer's sports sponsorship deals.)
Mr. Esiason's direct mail campaign is as stats-heavy as any given NFL broadcast. Citing "never before seen data from Nielsen," the letters talk up the NFL on Westwood One's cumulative reach (the network's coverage during the week of the Super Bowl delivered 21.2 million listeners, up from 6.1 million during the first four weeks of last season) and key demos (one in four men age 35-to-64 tune in to a WWO live game broadcast).
"Season-long advertiser investments yield significant reach," Mr. Esiason wrote. "Buying deep in the broadcast and long in the season results in massive reach." The veteran broadcaster went on to add that sponsors of WWO's NFL coverage also have the opportunity to integrate their brand messages within the live play-by-play audio.
Mr. Esiason signed off by telling his prospects that he "hopes to see you (and hear you) in the broadcast booth this season." The letters should arrive at their destinations before the end of the week.
WWO offers an extensive slate of national NFL coverage, including Sunday afternoon doubleheaders and the three weekly prime time games. Its first NFL broadcast of the 2015 season will air on Sunday, Aug. 9, when the Minnesota Vikings and Pittsburgh Steelers square off in the annual Hall of Fame Game in Canton, Ohio.
Broadcast advertising revenues at WWO parent company Cumulus Media fell 7% in the first quarter to $251.2 million.
In addition to his WWO NFL duties, Mr. Esiason serves as a studio analyst for CBS's "The NFL Today," a panelist on Showtime's "Inside the NFL" and the co-host of WFAN's top-rated morning drive program "Boomer and Carton."