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. 

• Head Snappers From Edison Research’s Infinite Dial 2025: Podcast 18-34 Reach Is Equal To TV, Female Audiences Soar, And The One Slide Every Marketer Needs
  March 24, 2025
  Last week, Edison Research released their annual Infinite Dial study. When Edison Research started the Infinite Dial Study in 1998, the goal was to understand how Americans use emerging forms of audio and new media. In the first 1998 study, a tiny number of consumers had ever tried audio streaming over a dial-up connection. 27 […]
• The Business Case for AM/FM Radio Advertising: Be Known Before You’re Needed
  March 17, 2025
  A local advertiser recently asked for the “business case for AM/FM radio advertising.” Over the last ten years, a vast array of marketing science studies have documented how AM/FM radio advertising can build local businesses and national brands. The post The Business Case for AM/FM Radio Advertising: Be Known Before You’re Needed first appeared on […]
• Edison Research’s “Share of Ear” Q4 2024: Your Media Plan Has Streaming Music And Podcasts; Can You Check The Box On Audio? Not So Fast – Here’s Why
  March 12, 2025
  Edison Research’s quarterly “Share of Ear” study is 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. This analysis focuses on what advertisers care about – ad-supported audio. The post Edison Research’s “Share of Ear” Q4 2024: […]
• Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable
  March 3, 2025
  Nielsen has released all January 2025 Nielsen Portable People Meter markets (except for West Palm Beach). There are significant increases in listening across demographics and time periods. The post Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable first appeared on Westwood One.
• How Podcasting Reaches $5 Billion
  February 24, 2025
  Pierre Bouvard sits down with Steve Goldstein, Founder/CEO of Amplifi Media, to discuss the dynamics of ad spending, the obstacles standing in podcasting's way, and the strategies that could unlock its full potential. The post How Podcasting Reaches $5 Billion first appeared on Westwood One.
• Financial Services: Seven Case Studies Reveal Audio Is A Powerful Brand Builder And Sales Driver
  February 18, 2025
  Seven consumer studies commissioned by the Cumulus Media | Westwood One Audio Active Group® over an eight-year period find audio listeners are a rich source of in-market financial consumers and drive significant top and bottom funnel impact. The post Financial Services: Seven Case Studies Reveal Audio Is A Powerful Brand Builder And Sales Driver first […]
• NCAA March Madness On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases
  February 10, 2025
  While the NFL postseason has just wrapped up, marketers are looking ahead to March Madness, a major cultural phenomenon. A series of studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The post NCAA March Madness On AM/FM Radio: Why Sports […]
• Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase
  February 3, 2025
  A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. The most recent studies were fielded in December 2024 and January 2025. The post Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are […]
• The Extraordinary Cost of Dull: Boring Ads Require 2X To 2.6X Greater Media Spend To Achieve Same Impact As Interesting Ads
  January 27, 2025
  Creative testing giant System1, Adam Morgan, founder of ad agency eatbigfish, Jon Evans, Chief Customer Officer of System1 and host of Uncensored CMO, and Peter Field, the legendary “godfather of marketing effectiveness,” recently released a major study analyzing IPA (The Institute for Practitioners in Advertising) data that revealed brands must spend significantly more media money […]
• Four New Findings About Podcast Advertising From Cumulus Media’s 2025 Audioscape
  January 21, 2025
  Cumulus Media’s 2025 Audioscape report examines the latest podcast consumer trends from Edison Research’s Podcast Metrics and “Share of Ear” Report, MRI-Simmons, Screen Engine/ASI, Podscribe, and Magellan AI. The post Four New Findings About Podcast Advertising From Cumulus Media’s 2025 Audioscape first appeared on Westwood One.