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. 

• Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers
  July 7, 2025
  To analyze national employment trends and profile job seekers and 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. These findings were compared to similar studies conducted over the last seven years in 2018, […]
• Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers
  June 30, 2025
  The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an eleven-year high. The post Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers first appeared on Westwood One.
• Auto Dealers: Focus Less On The Competition And More On Auto Intenders Who Cannot Name One Car Retailer
  June 23, 2025
  Auto dealers excel with their focus on in-market buyers with all manner of ad tech and mar tech. But successful retailers understand a fundamental truth. You have to be known long before you’re needed. The post Auto Dealers: Focus Less On The Competition And More On Auto Intenders Who Cannot Name One Car Retailer first […]
• Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2025 Report
  June 18, 2025
  Yesterday the Cumulus Podcast Network hosted a webinar highlighting key findings from Cumulus Media and Signal Hill Insights’ Podcast Download – Spring 2025 Report. The findings included insights on YouTube's place in podcast consumption and discovery, consumer preference for watchable podcasts, connected TV's role in the space, and more. The post Webinar Video: Cumulus Media […]
• Audio Remains The Primary Mode Of Podcast Consumption Despite Growing Video Options, According To Brand New Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2025 Report
  June 16, 2025
  For the fourteenth 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 from April 21- 30th 2025. Since 2017, two studies are conducted annually. The Spring 2025 report highlights trends from prior studies and examines topics such as platform preference, content trends, […]
• Underspending Generates Weak ROI In Media Mix Modeling And The Benefits Of Moving To An Optimization Mindset Of “Did This Execution Of AM/FM Radio Work”
  June 9, 2025
  Often MMM reports produce something called a “response curve,” which shows the sales response and ROI of a media channel across the range of impressions and GRP weight. Response curves are used to show how the ROI and sales shift as the investment level changes. The post Underspending Generates Weak ROI In Media Mix Modeling […]
• Perception Vs. Reality: Agencies And Advertisers Underestimate AM/FM Radio Shares And Overestimate Pandora And Spotify Audiences, According To Advertiser Perceptions And Edison’s Q1 2025 “Share Of Ear”
  June 2, 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. Advertiser Perceptions is the gold standard measurement of advertiser sentiment. Here are the key findings from Edison’s Q1 2025 […]
• How AM/FM Radio Elevates the Media Plan In 7 Slides
  May 27, 2025
  How does AM/FM radio generate such impressive business outcomes? AM/FM radio’s significant reach helps advertisers grow mental availability and create positive brand memories. The post How AM/FM Radio Elevates the Media Plan In 7 Slides first appeared on Westwood One.
• 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.