A recent study sheds light on the unique dynamics of March Madness advertising on AM/FM radio networks, particularly Westwood One. The research, encompassing 20 million annual listeners, reveals distinctions in audience engagement between radio and TV coverage of NCAA tournament games, carrying significant implications for advertisers. Notably, AM/FM radio listeners exhibit higher passion levels, with increased likelihood of attending NCAA Basketball colleges, heightened fandom, more post-game follow-ups, and a preference for radio over TV broadcasts. Nielsen data underscores that Westwood One’s audio coverage surpasses TV in reach among the 18-34 age group, being second only to streaming video. The AM/ FM radio audience is characterized as younger, more employed, with larger households, and 294% more likely to engage in sports betting than the average American. Additionally, MRI-Simmons indicates that radio ads during NCAA March Madness have a lasting impact, influencing consumers beyond the game itself. The study emphasizes the critical role of radio advertising in March Madness campaigns, with audio-video integration offering a 9% incremental reach lift and a 47% audience frequency amplification.