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. 

• AM/FM Radio Streaming Audiences: Five Surprising Findings From Edison’s “Share Of Ear”
  May 19, 2025
  Edison’s “Share of Ear” study is the authoritative gold standard of American audio time use. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Significantly for advertisers, the “Share of Ear” platform permits analysis of ad-supported audio for media planning purposes. Here are five head snappers on […]
• New Back To The Office Study: Marketer, Agency, And Average American Commutes Surge As AM/FM Radio Is The Queen of The Road
  May 12, 2025
  Despite the marketing industry historically working from home more than average Americans, two new studies reveal the two groups are now mostly aligned with their commutes. The post New Back To The Office Study: Marketer, Agency, And Average American Commutes Surge As AM/FM Radio Is The Queen of The Road first appeared on Westwood One.
• How AM/FM Radio, Podcast, And Streaming Audio Ads Can Launch Movie Theatrical Releases And Drive Streaming Video Subscriptions
  May 5, 2025
  A series of new studies reveals a little used marketing platform, audio, could significantly power movie launches and streaming video subscriptions. Streaming music, podcasts, and AM/FM radio can dramatically grow reach and sell movie tickets and video subscriptions. The post How AM/FM Radio, Podcast, And Streaming Audio Ads Can Launch Movie Theatrical Releases And Drive […]
• 10 Case Studies: How The NFL On Westwood One Drives Business Outcomes For Brands
  April 28, 2025
  Any consideration of an NFL investment should include Westwood One’s exclusive audio play-by-play coverage of approximately 100 primetime games. Westwood One is the exclusive network radio partner to the NFL since 1987, featuring regular and post-season NFL football, including the playoffs and the Super Bowl. All primetime broadcasts will also be available on the newly […]
• Tennis Reports On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases
  April 21, 2025
  A new study reveals while tennis tournament reports and updates are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The AM/FM radio audience for tennis coverage is affluent and employed, passionate about sports, tennis engaged, and in the market for wide array of major purchases. The post Tennis […]
• Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting
  April 14, 2025
  Over the last six years, the Cumulus Media | Westwood One Audio Active Group® has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors. The findings reveal that marketers vastly understate the sales effect of creative and overestimate the impact of targeting. The post Marketers […]
• Seven Marketing Strategies For An Uncertain Economy: How A Focus On Emotional Campaigns And A Budget Shift To AM/FM Radio Can Keep Brands Afloat
  April 7, 2025
  Marketing decisions can be difficult during periods of economic uncertainty. Thankfully, there is a treasure trove of marketing effectiveness best practices from prior economic cycles that can help advertisers stay relevant and protect future sales. The post Seven Marketing Strategies For An Uncertain Economy: How A Focus On Emotional Campaigns And A Budget Shift To […]
• ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do
  March 31, 2025
  One of the most frequently asked questions the Radio Advertising Bureau receives on audio creative involves wear-out. Wear-out is defined as the point where creative testing declines from its peak due to message frequency fatigue. To explore whether wear-out is an issue, the Radio Advertising Bureau commissioned a study from ABX Advertising Benchmark Index, a […]
• 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 […]