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. 

• Programmatic Audio Buying Soars To Record Highs, According To New Advertiser Perceptions Study
  May 4, 2026
  A series of recent studies from Advertiser Perceptions reveals programmatic audio has grown significantly. The post Programmatic Audio Buying Soars To Record Highs, According To New Advertiser Perceptions Study first appeared on Westwood One.
• Reach Future Chevrolet Buyers On The Medium Chevy Drivers Listen To Most: AM/FM Radio
  April 29, 2026
  To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. Reynolds and Reynolds reports Chevrolet ranks 9th of 39 brands with a loyalty rate of 46%. A recent study by S&P Mobility reveals General Motors is number one for multi-brand loyalty with an outstanding […]
• Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms
  April 27, 2026
  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, […]
• Honda Drivers Listen Most To AM/FM Radio
  April 22, 2026
  To build an auto dealer brand, one must target current brand owners and those who drive the competition. Among mass market auto brands, JD Power reports Honda has the second highest loyalty rate of 55%. Among mass market SUV brands, Honda ranks highest for the second consecutive year with a 62% loyalty rate, according to […]
• AI Best Practices For Local Advertisers Using Artificial Intelligence To Inform Media Planning
  April 20, 2026
  Artificial intelligence (AI) platforms offer new ways to find information and solve problems. However, AI does not work the same as a Google search. AI requires specific methods of searching, especially when used by local advertisers to inform their media plans and buying decisions. The post AI Best Practices For Local Advertisers Using Artificial Intelligence […]
• Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting
  April 13, 2026
  Over the last seven 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: brand, creative, reach, recency, and targeting. We compared marketer and media agency perceptions of the five sales drivers with Circana sales […]
• Political Inventory On YouTube And CTV Will Be Overwhelmed And CPMs Will Increase Massively; What’s A Campaign To Do? AM/FM Radio To The Rescue; AM/FM Radio? Yes AM/FM Radio!
  April 6, 2026
  Because 2026 political spending is projected to reach a record $11.2 billion, mirroring the intensity of a presidential year, costs are already nearly double the standard platform averages in key battleground markets. CPMs will get pricey. The post Political Inventory On YouTube And CTV Will Be Overwhelmed And CPMs Will Increase Massively; What’s A Campaign […]
• Why Is Your Audio Media Plan Incomplete Without AM/FM Radio? Massive Incremental Reach And Exclusive In-Car Listening
  March 30, 2026
  Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts. A study recently conducted by Advertiser Perceptions and an analysis of Edison’s “Share of Ear” reveal a media plan without AM/FM radio will miss most of America. The post Why Is Your Audio Media Plan Incomplete Without AM/FM […]
• What Bug-A-Way Pest Control Of Joplin, Missouri Can Teach Marketers About How Advertising Really Works: Be Known Before You’re Needed
  March 23, 2026
  To understand the magnitude of the brand Bug-A-Way Pest Control built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 150 consumers in Joplin, Missouri in January 2026. The post What Bug-A-Way Pest Control Of Joplin, Missouri Can Teach Marketers About How […]
• Seeda Media Mix Modeling: A Fast-Food Brand Wanted To Cut AM/FM Radio; MMM Findings Retained And Expanded AM/FM Radio’s Role In The Media Plan
  March 16, 2026
  An Australian quick service restaurant planned to cut AM/FM radio spend after months of testing failed to show clear performance. A 60‑day modern Marketing Mix Modelling engagement with Seeda and Supermetrics measured AM/FM radio alongside 20+ channels, reversed the cut, and grew weekly spend. The post Seeda Media Mix Modeling: A Fast-Food Brand Wanted To […]