Insights

Westwood One is committed to sharing insights to help advertisers and content creators learn more about the podcast consumer, including podcast listener profiles, preferences, and new industry trends and opportunities. 

• Why Media Monitors’ Massive Market Expansion Of AM/FM Radio Ad Occurrence Measurement Is A Breakthrough For AM/FM Radio Performance In Media Mix Modeling
  August 18, 2025
  Last week, Media Monitors, the leading commercial ad occurrence measurement firm, made two historic announcements that will dramatically improve the quality of AM/FM radio ad deliveries needed for Media Mix Modeling and attribution measurement. The post Why Media Monitors’ Massive Market Expansion Of AM/FM Radio Ad Occurrence Measurement Is A Breakthrough For AM/FM Radio Performance […]
• Automotive “Share Of Ear”: Across Auto Brands, AM/FM Radio Represents 56% Of All In-Car Tuning And A Whopping 85% Share Of In-Car Ad-Supported Audio
  August 11, 2025
  For the third year, the Cumulus Media | Westwood One Audio Active Group® conducted a special auto brand analysis of Edison’s “Share of Ear,” the long running audio tracking study. The post Automotive “Share Of Ear”: Across Auto Brands, AM/FM Radio Represents 56% Of All In-Car Tuning And A Whopping 85% Share Of In-Car Ad-Supported […]
• Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect
  August 4, 2025
  A series of new studies from NCSolutions, TikTok, and podcast attribution firm Podscribe sheds light on what drives sales effect. Surprisingly, some of the most frequently discussed media tactics show little to no difference in cost of acquisition.  The post Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater […]
• Amazon Prime Day 2025 Purchasing Was Powered By AM/FM Radio, Podcasts, and Streaming Music; Retailers Should Give Audio A Starring Role In Media Plans
  July 28, 2025
  Ad-supported audio listeners led all other media in purchases during Amazon’s July 8-11, 2025 four-day Prime Day event, according to a national study of 925 Americans by Quantilope. The post Amazon Prime Day 2025 Purchasing Was Powered By AM/FM Radio, Podcasts, and Streaming Music; Retailers Should Give Audio A Starring Role In Media Plans first […]
• Nielsen Spring 2025 Portable People Meter AM/FM Radio Audiences Up +19%; Format Shares Remarkably Stable As The Rising PPM Tide Raises All Format Boats
  July 25, 2025
  Nielsen has released all Spring 2025 (April-May-June) Portable People Meter markets. There are significant increases in listening across demographics and time periods versus Fall 2024. The post Nielsen Spring 2025 Portable People Meter AM/FM Radio Audiences Up +19%; Format Shares Remarkably Stable As The Rising PPM Tide Raises All Format Boats first appeared on Westwood […]
• As More Advertisers Geotarget, New Technology Allows AM/FM Radio To Run Different Over-The-Air Ads In Different Geographies And Map The Location Of In-Car Listeners
  July 21, 2025
  There is growing advertiser interest in geotargeting ads and exciting new technologies that permit AM/FM radio to target over-the-air ads by geography and report the location of in-vehicle AM/FM radio audiences. The post As More Advertisers Geotarget, New Technology Allows AM/FM Radio To Run Different Over-The-Air Ads In Different Geographies And Map The Location Of […]
• AM/FM Radio Visuals Matter: New Studies Find Quu Visual AM/FM Radio Ads Generate Significant Lift In Purchase Intent; System1 Visual Creative Best Practices Enhance Campaign Effect
  July 14, 2025
  A major study by Quantilope reveals Quu in-dash visual ads on vehicle screens drive significant awareness, consideration, and purchase intent. The post AM/FM Radio Visuals Matter: New Studies Find Quu Visual AM/FM Radio Ads Generate Significant Lift In Purchase Intent; System1 Visual Creative Best Practices Enhance Campaign Effect first appeared on Westwood One.
• Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers
  July 7, 2025
  To analyze national employment trends and profile job seekers and hiring decision makers, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to field a study in December 2024. 1,000 respondents were surveyed to explore the labor market. These findings were compared to similar studies conducted over the last seven years in 2018, […]
• Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers
  June 30, 2025
  The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an eleven-year high. The post Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers first appeared on Westwood One.
• Auto Dealers: Focus Less On The Competition And More On Auto Intenders Who Cannot Name One Car Retailer
  June 23, 2025
  Auto dealers excel with their focus on in-market buyers with all manner of ad tech and mar tech. But successful retailers understand a fundamental truth. You have to be known long before you’re needed. The post Auto Dealers: Focus Less On The Competition And More On Auto Intenders Who Cannot Name One Car Retailer first […]