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. 

• New WPP Media/System1 Study Reveals Best Practices For Podcast Host And AM/FM Radio Talent Ad Reads
  September 21, 2026
  The Creator Effectiveness Playbook: How to Build Your Brand with Creators is a major new study from WPP Media, the creative testing firm System1, and TikTok. It offers outstanding insights and best practices for audio talent endorsements and host reads. The global study found that entertainment earns emotion and early branding gives the brand credit. […]
• Your ROI Obsession Is Killing Sales And Profit Growth And Could Destroy Your Brand
  September 14, 2026
  Since COVID, advertising ROI has grown 4% but the profit driven by advertising has dropped by 11%, reports Les Binet, the world’s foremost authority on marketing effectiveness. These findings come from a brand-new study published by Les Binet and Will Davis called, Go Big Or Go Home: How Small Thinking is Killing Advertising and What […]
• Placer.ai: AM/FM Radio Campaign Drives Significant Increase In Holiday Foot Traffic For A Major Retailer
  September 8, 2026
  Is it possible to measure the foot traffic impact of an AM/FM radio advertising campaign on a major retailer’s holiday promotion? If you are location analytics firm Placer.ai, the answer is yes! The post Placer.ai: AM/FM Radio Campaign Drives Significant Increase In Holiday Foot Traffic For A Major Retailer first appeared on Westwood One.
• Want To Grow Market Share? Increasing Brand Awareness Drives Up Share Of Search, Which In Turn Expands Market Share
  August 31, 2026
  A new study from Google and Tracksuit, the brand tracking firm, reveals “brand awareness drives share of search. Share of search growth precedes market share increases. The earlier you invest in brand, the greater the return. That’s not a feeling. That’s return on awareness." The post Want To Grow Market Share? Increasing Brand Awareness Drives […]
• AM/FM Radio And Podcast Advertising Can Help AI Firms Build Their Brands And Grow Sales, According To New Oxford Road Studies
  August 24, 2026
  A series of new studies jointly commissioned by Oxford Road, the world’s largest podcast advertising agency, and the Cumulus Media | Westwood One Audio Active Group®, find heavy audio listeners are much more likely to be familiar, interested in, and use AI for personal and work purposes. The studies also uncovered a “tale of two […]
• How AM/FM Radio Elevates The Media Plan In 6 Slides
  August 17, 2026
  New data from MRI-Simmons, Edison’s “Share of Ear”, and Nielsen reveals AM/FM radio elevates the media plan with significant incremental reach. The post How AM/FM Radio Elevates The Media Plan In 6 Slides first appeared on Westwood One.
• Podcast Ads Are Ideal To Reach Ad-Free Video Audience; They Can Save Netflix From Its Sophomore Slump, According To Cumulus Media And Signal Hill Insights’ Podcast Download Spring 2026 Report
  August 10, 2026
  For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers in April 2026. The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast […]
• Westwood One’s NFL Play-By-Play Broadcasts Reach 64 Million Fans Who Are More Passionate And Engaged Than TV Audiences
  August 3, 2026
  New studies from Quantilope and MRI-Simmons reveal that the NFL on Westwood One generates mass reach of highly engaged upscale consumers who are closest to the point of purchase. These new insights and findings are contained in Westwood One’s 2026 NFL Listening Report. The post Westwood One’s NFL Play-By-Play Broadcasts Reach 64 Million Fans Who […]
• Edison’s Q2 2026 “Share Of Ear”: Spotify’s Ad-Supported Music Streaming Audience Is Downscale And Very Small, Contrary To Advertiser Perceptions 
  July 27, 2026
  Edison Research at SSRS’ quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio. The post Edison’s Q2 2026 “Share Of Ear”: Spotify’s Ad-Supported Music Streaming Audience […]
• Reach Future Stellantis Buyers On AM/FM Radio, The Medium Stellantis Drivers Listen To Most
  July 22, 2026
  To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to JD Power, the Stellantis brand has strong customer loyalty. Approximately 53% of Stellantis vehicle owners purchase another vehicle from the Stellantis brand portfolio when returning to the new-car market. This places Stellantis […]