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It’s one thing to reach a large consumer audience, it’s another thing to reach the RIGHT AUDIENCE, RIGHT NOW in a timely and effective manner.
- Personal and Professional Decision Makers
- Universal Appeal of Play-by-Play
- Three Drives Radio Station
- Listener and Viewer Time Spent Engaged
- Consumer Reach
- New England Business WINS on SportsRadio WEEI
Personal and Professional Decision Makers
It has been said for decades in marketing that MEN ARE HARD TO REACH through traditional advertising (radio, newspaper, broadcast television, etc…). SportsRadio WEEI is the ONE STOP SHOPPING MEDIA CHOICE to reach Male consumers in New England.
One thing that makes SportsRadio WEEI the DYNAMIC MEDIA BRAND is SportsRadio WEEI’s ability to serve Men who are both PERSONAL AND PROFESSIONAL DECISION-MAKERS. The Men who listen to SportsRadio WEEI either “make” or “influence” personal and professional decisions at home, at work or in the community as reflected by the profile of the average SportsRadio WEEI listener:
| Target Category |
WEEI % of Audience/ # of Consumers |
Boston Metro % of Consumers |
WEEI Index v Boston Metro |
| Male/Female |
75.6% / 411,518 |
47.7% |
155 |
| 25 - 54 Yrs. Old |
64.6% / 350,360 |
57.5% |
112 |
| HHI $75K + |
60.6% / 329,648 |
47.4% |
127 |
| White Collar |
60.2% / 327,582 |
48.6% |
125 |
| Management |
23.7% / 129,073 |
14.1% |
168 |
| Professional |
23% / 125,124 |
19.8% |
116 |
| 4yrs or more of College |
47.3% / 257,239 |
35.9% |
132 |
| Children (2 under 18 at home) |
16.4% / 89,188 |
14.6% |
112 |
| Children (3+ under 18 at home) |
8.0% / 43,524 |
7.5% |
107 |
Source: Scarborough 18+ March 2005 – February 2006
How to Read:
% of Audience = % of the WEEI Audience or Boston Metro Population who fall in the target category.
# of Consumers = # of WEEI Listeners or Boston Metro Population who fall in the target category. (ie. There are 329,648 Adults 18+ who listen to WEEI and earn a HHI of $75,000+).
Index: How WEEI’s % of Audience in the target category compares to the Boston Metro % of Population in the target category. (ie. You are 25% more likely to find an Adult 18+ listening to WEEI who is White Collar compared to the Boston Metro Population % of the target category).
In conceptual terms, we describe the SportsRadio WEEI typical listener / consumer as “A DAD with 2 KIDS and a MORTGAGE.”
Universal Appeal of Play-by-Play
SPORTS PLAY-by-PLAY and HIGH-PROFILE APPOINTMENT LISTENING products like Boston Red Sox Baseball on Radio, Celtics Basketball on Radio, Patriots Monday on Radio, and Red Sox Wednesday on Radio allow SportsRadio WEEI to have the ability to serve a MASS APPEAL cross-section of New England MEN and WOMEN,GEN Y, GEN X, BABY BOOMERS, EMPTY NESTERS, etc. . . because New England Sports transcend all demographic, socio-graphic, and psychographic groups. who are
How many different subjects besides the Red Sox, the Celtics, the Patriots, etc. can a Great Grandfather, Grandfather, Father and Son or Great Grandmother, Grandmother, Mother and Daughter have a conversation about that they all feel connected with?
Three Drives Radio Station
What separates GREAT MEDIA CHOICES for your advertising message from good media choices is the way the consumer is ATTENTIVELY ENGAGED in the particular medium. TALK RADIO is the ORIGINAL INTERACTIVE MEDIUM that encourages listeners to actively participate because of the SPOKEN WORD ENTERTAINMENT versus background music, the RANGE of EMOTIONS in listening to OPINION BASED ENTERTAINMENT, and the fact that LISTENERS are CREATING the CONTENT with their phone calls.
SportsRadio WEEI is THE LEADER in keeping consumers ATTENTIVELY ENGAGED in our product. Some marketers believe that IN-CAR LISTENING is the best way to reach consumers listening to a given radio station because in-car listening is a captive environment. SportsRadio WEEI is the original THREE DRIVES RADIO STATION because SportsRadio WEEI outperforms the Boston Market average for “IN-CAR LISTENING” in MID-DAY by almost 50%, as well as outperforming the market average in AM Drive and PM Drive.
In addition, most radio stations have only one or two dayparts that dominate their ratings, SportsRadio WEEI has three dayparts that dominate our ratings delivery. If WEEI MID-DAY was an AM Drive or PM Drive Radio Show on Boston Radio, it would be ONE OF THE TOP 5 RADIO PROGRAMS in all of Boston Radio, just behind WEEI AM Drive and PM Drive.
Listener and Viewer Time Spent Engaged
Once people start listening to SportsRadio WEEI it is hard to get them to stop. The Average SportsRadio WEEI Listener spends on average of 1 HOUR and 5 MINUTES PER DAY and 7 HOURS and 33 MINUTES PER WEEK engaged in listening to SportsRadio WEEI. Next to our sister station, WRKO, Boston’s Talk Station, SportsRadio WEEI listeners display the MOST TIME SPENT ENGAGED each day and each week amongst all other Boston radio stations. In comparison to other media, the average Bostonian spends under 30 minutes per day reading the Boston Globe or Boston Herald and roughly three and a half hours per week doing the same. You get more than TWICE THE OPPORTUNITY to REACH ENGAGED CONSUMERS with SportsRadio WEEI than you would advertising in the Boston Globe or Boston Herald.
With the advent of LIVE AUDIO STREAMING of WEEI on WEEI.com, we now provide ATTENTIVE ACCESS to the WEEI Content to nearly 100,000 UNIQUE ON-LINE LISTENERS PER MONTH while they work. The Average SportsRadio WEEI Streaming Listener spends 2 HOURS and 35 MINUTES PER USER SESSION and over 10 HOURS and 33 MINUTES PER MONTH listening on-line.
Consumer Reach
Not only do the SportsRadio WEEI listeners devote a lot of TIME SPENT ENGAGED in the SportsRadio WEEI content, there is also an ENORMOUS QUANTITY of these listeners and consumers. If we took the AVERAGE NUMBER of WEEKLY LISTENERS to SPORTSRADIO WEEI we could fill..
-The TD BANKNORTH GARDEN more than TWENTY-SIX TIMES . . .
- FENWAY PARK TWELVE and a HALF TIMES . . .
- GILLETTE STADIUM nearly SEVEN TIMES . . .
Imagine your opportunity to have commercial REACH ATTENTIVE AUDIENCES this large.
Add to the SportsRadio WEEI Boston audience, the audiences of WEEI.com, WEEI Digital Media, WEEI-FM Providence, WVEI-AM Worcester, WVEI-FM Springfield, The Boston Red Sox Radio Network, and The Boston Celtics Radio Network and your commercial message has TREMENDOUS REACH and will influence a LARGE QUANTITY of consumers in a Zip Code, City, State or Entire Six State Region.
New England Business WINS on SportsRadio WEEI
The RIGHT AUDIENCE, RIGHT NOW has helped thousands of NEW ENGLAND BUSINESSES WIN on SportsRadio Radio WEEI. Many of them give their testimonials on our airwaves in our “NEW ENGLAND BUSINESS WINS on SportsRadio WEEI” campaign.
Here are some examples of business leaders and owners who know “NEW ENGLAND BUSINESS WINS on SPORTSRADIO WEEI”:
“New England Business WINS on SportsRadio WEEI”
WEEI-AM Boston
“Southern New England Business WINS on SportsRadio WEEI-FM”
WEEI-FM Providence
So why is this of value to your business?
SportsRadio WEEI’s audience of PERSONAL and PROFESSIONAL DECISION-MAKERS generate a significant amount of TIME SPENT ENGAGED during our THREE DRIVES (AMD, MDD, and PMD), creating a TREMENDOUS REACH AND FREQUENCY to deliver your message to New England consumers. Your advertising message will be heard or seen by the right type of consumer, in the right frame of mind, with the right type of media consumption experience to create quality foot-traffic, phone calls, or web-site visits and ultimately drive sales for your business.
Bottom line: You can have the CONFIDENCE that you are advertising with a MEDIA PARTNER that has created and developed media and marketing assets that attract the right audience of actively engaged consumers that will deliver a RETURN ON INVESTMENT from your advertising.
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