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. 

• NCAA March Madness On Westwood One: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases
  January 12, 2026
  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 Westwood One: Why Sports […]
• Don’t Be Shocked By The Podscribe/Oxford Road Podcast Sales Effect Study That Reveals Audio Ads Beat YouTube Video Ads In Effectiveness
  January 5, 2026
  YouTube podcast views are 18-25% less effective at driving purchases than audio podcast ads, according to a just released study from Oxford Road and Podscribe. Those who closely follow advertising effectiveness results are not surprised. This is the latest in a series of studies that reveal audio ads trump video ads in attentiveness, engagement, and […]
• Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio While Podcast Audiences Age As Older Audiences Surge
  December 8, 2025
  Edison Research’s 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 Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio While Podcast […]
• Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2025 Report
  November 21, 2025
  Yesterday the Cumulus Podcast Network hosted a webinar highlighting key findings from Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2025 Report. The findings included insights on YouTube's place in podcast consumption and discovery, consumer preference for watchable podcasts, and more. The post Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download […]
• Audio Remains The Primary Mode Of Podcast Consumption, Despite Growing Video Use; 92% Say They “Listen” To Podcasts, According To Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2025 Report
  November 17, 2025
  For the fifteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 603 weekly podcast consumers October 8th-21th 2025. Since 2017, two studies have been conducted annually. The Fall 2025 report highlights trends from prior studies and examines topics such as platform preference, content trends, advertiser […]
• WPP Media: Major New Sales Effect Study Reveals Digital Audio And AM/FM Radio Excel In Return On Advertising Spend
  November 10, 2025
  Looking for fresh evidence on audio and radio advertising ROI? Look no further than one of the world’s largest media agencies.  The post WPP Media: Major New Sales Effect Study Reveals Digital Audio And AM/FM Radio Excel In Return On Advertising Spend first appeared on Westwood One.
• Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!
  October 27, 2025
  What to do when media campaign measurement reveals weak website traffic or meager brand lift? Blame the media plan or media vendors?  Most often, creative is the issue and your campaign is failing to “brand early and often.” The post Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To […]
• Marketing Effectiveness Firm Effie Names AM/FM Radio And Podcasts “Super Touchpoints,” Media That Create Immediate Sales And Lasting Brand Effects
  October 6, 2025
  A major new study from Effie released this year at the prestigious Cannes Advertising Festival named AM/FM radio and podcasts as deserving of the “Super Touchpoints” effectiveness honor. The post Marketing Effectiveness Firm Effie Names AM/FM Radio And Podcasts “Super Touchpoints,” Media That Create Immediate Sales And Lasting Brand Effects first appeared on Westwood One.
• Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality
  September 29, 2025
  Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison Research surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio. The post Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality first appeared […]
• Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Hiring Decision Makers
  September 22, 2025
  To profile hiring decision makers, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to field a study in December 2024. 1,000 respondents were surveyed to explore the labor market. The post Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Hiring Decision Makers first appeared on Westwood One.