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. 

• 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 […]
• Edison Research’s “Share of Ear” Q4 2024: Your Media Plan Has Streaming Music And Podcasts; Can You Check The Box On Audio? Not So Fast – Here’s Why
  March 12, 2025
  Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. This analysis focuses on what advertisers care about – ad-supported audio. The post Edison Research’s “Share of Ear” Q4 2024: […]
• Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable
  March 3, 2025
  Nielsen has released all January 2025 Nielsen Portable People Meter markets (except for West Palm Beach). There are significant increases in listening across demographics and time periods. The post Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable first appeared on Westwood One.
• How Podcasting Reaches $5 Billion
  February 24, 2025
  Pierre Bouvard sits down with Steve Goldstein, Founder/CEO of Amplifi Media, to discuss the dynamics of ad spending, the obstacles standing in podcasting's way, and the strategies that could unlock its full potential. The post How Podcasting Reaches $5 Billion first appeared on Westwood One.
• 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 […]