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. 

• Your Media Planning Questions Answered: The Audio Planning Guide From The Cumulus Media | Westwood One Audio Active Group®
  September 8, 2025
  In response to commonly asked media planning questions, the Cumulus Media | Westwood One Audio Active Group® developed the Audio Planning Guide. The data is sourced from Edison Research’s “Share of Ear” Report, Nielsen’s Nationwide, and Nielsen’s Media Impact, the media planning and optimization platform. The post Your Media Planning Questions Answered: The Audio Planning […]
• Perception Vs. Reality: Eight Things Brands Get Wrong About AM/FM Radio
  September 2, 2025
  We’ve collected frequently heard media agency and marketer myths along with a just released August 2025 study from Advertiser Perceptions, the gold standard of advertiser/agency sentiment. Using data from research leaders Nielsen, LeadsRx, and Edison Research, we disprove eight of the biggest misperceptions brands hold about AM/FM radio. The post Perception Vs. Reality: Eight Things […]
• What Bradshaw & Bryant Of St. Cloud, Minnesota Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed
  August 25, 2025
  To understand the magnitude of the brand Bradshaw & Bryant has built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 120 consumers in the St. Cloud DMA in May 2025. The post What Bradshaw & Bryant Of St. Cloud, Minnesota Can […]
• 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.