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. 

• Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics
  November 18, 2024
  For the last ten years, Edison Research’s quarterly “Share of Ear” study has been the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Each report is based on a four-quarter rolling average. The most recent Q3 2024 […]
• Auto Aftermarket Retailers: New Study Reveals Significant Recovery In Shopping, Spending, And Brand Perceptions; AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers
  November 11, 2024
  Click here to view an 11-minute video of the key findings. Click here to download a PDF of the slides. The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct the sixth annual auto aftermarket category study to determine the current state of America’s auto parts retailers. The post Auto Aftermarket Retailers: […]
• Kick Off Your 2025 Media Plans With The 30 Million NFL Postseason Listening Audience Exclusively On Westwood One
  November 4, 2024
  Looking to jump-start your 2025 media plans with a mass reach platform of super engaged NFL fans? Look no further than NFL postseason coverage on Westwood One beginning on Saturday, January 11th with Super Wild Card Weekend. The post Kick Off Your 2025 Media Plans With The 30 Million NFL Postseason Listening Audience Exclusively On […]
• New Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits
  October 28, 2024
  What is the latest on the state of media agency and marketer commuting patterns? Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews […]
• Wayfair’s Campaign Reach Explodes With A Reallocation From Linear TV to AM/FM Radio; Home Improvement Online Shoppers Are Best Reached With AM/FM Radio And Podcasts
  October 21, 2024
  Through the first half of 2024, online home improve­ment pur­chas­es have reached an all-time high representing near­ly 29% of all purchases, according to a study by Open Brand for the Home Improvement Research Institute. Current online home improvement purchases have even surpassed the 2020 pandemic era. The post Wayfair’s Campaign Reach Explodes With A Reallocation From […]
• Think Media Mix Modeling Hates AM/FM Radio? Think Again! AM/FM Radio Is A Top ROI Generator According to 2,857 Nielsen MMM Studies
  October 14, 2024
  Contrary to the myth that Media Mix Modeling hates AM/FM radio, Nielsen reveals AM/FM radio consistently ranks as a top tier medium for return on investment, ahead of streaming audio. The post Think Media Mix Modeling Hates AM/FM Radio? Think Again! AM/FM Radio Is A Top ROI Generator According to 2,857 Nielsen MMM Studies first […]
• In 2025, Total U.S. AM/FM Radio Listening Levels To Grow An Estimated 10% Due To Nielsen Portable People Meter Crediting Enhancement; AM/FM Radio To Surpass TV In 25-54 Average Audience
  October 7, 2024
  In a series of private meetings with customers, Nielsen has revealed potential plans to enhance the way it generates average quarter-hour audiences in the 48 markets which utilize the Portable People Meter. Crediting to AM/FM radio listening in local PPM markets will increase by +24%. For national marketers and media agencies, the expected impact in […]
• Has Your Media Plan Fully Saturated Podcasts? To Grow Sales, Shift Weight From Cable To AM/FM Radio
  September 30, 2024
  How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets. The post […]
• AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among Heavy AM/FM Radio Listeners Than Among Heavy TV Viewers
  September 23, 2024
  The Cumulus Media | Westwood One Audio Active Group® fielded a series of studies to measure the impact of multiple tax preparation services’ AM/FM radio campaigns in 2024. The post AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among […]
• Perception Vs. Reality: Eight Things Brands Get Wrong About AM/FM Radio
  September 16, 2024
  Using data from research leaders Nielsen, Maru, and Edison Research, we disprove eight of the biggest misperceptions brands hold about AM/FM radio. The post Perception Vs. Reality: Eight Things Brands Get Wrong About AM/FM Radio first appeared on Westwood One.