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. 

• 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.
• Claritas And MARU/Matchbox: Major AM/FM Radio Campaign Drives Significant Brand Awareness And Growth In Leads And Sales
  January 13, 2025
  One of the largest tests of AM/FM radio advertising was conducted in Spring 2024 in just over twenty local markets. The campaign ran across a broad mix of small, medium, and large markets.   The post Claritas And MARU/Matchbox: Major AM/FM Radio Campaign Drives Significant Brand Awareness And Growth In Leads And Sales first appeared […]
• Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms
  January 6, 2025
  The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing: ABX, Veritonic, and System1. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants like Les Binet, Peter Field, Alice Sylvester, Byron Sharp, […]
• 2024’s Top 5 Most Popular Cumulus Media | Westwood One Audio Active Group® Blog Posts
  December 16, 2024
  As 2024 comes to an end, we’re looking back at the blog posts that resonated the most. Here are our top 5 most popular audio insights posts of the year in descending order. The post 2024’s Top 5 Most Popular Cumulus Media | Westwood One Audio Active Group® Blog Posts first appeared on Westwood One.
• Screen Engine/ASI: Audio Is The Ideal Media Platform To Market Video Streaming Services
  December 9, 2024
  A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to […]
• Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2024 Report
  December 5, 2024
  Yesterday the Cumulus Podcast Network hosted a webinar highlighting key findings from Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report. The findings included insights on YouTube's place in podcast consumption and discovery, consumer preference for watchable podcasts, the importance of YouTube thumbnails, and more. The post Webinar Video: Cumulus Media And […]