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. 

• Big Audio Datamine: World’s Largest AM/FM Radio Ad Effectiveness Study Reveals AM/FM Radio Advertising Helps Brands Create And Convert Demand; Best Performing Campaigns Emphasize Creative Consistency And Higher Reach
  August 15, 2022
  Independent data analysis agency Colourtext and Radiocentre, the UK commercial AM/FM radio industry group, recently released the biggest and most comprehensive AM/FM radio ad effectiveness report in the world. Big Audio Datamine encompasses 1,002 campaigns for 463 brands covering 14 sectors. The post Big Audio Datamine: World’s Largest AM/FM Radio Ad Effectiveness Study Reveals AM/FM […]
• 31 Days To NFL Season Kickoff: New Streaming Options Launch As 56 Million Fans Will Listen To The NFL On Westwood One
  August 8, 2022
  This season, NFL Thursday Night Football will be on Amazon Prime Video and no longer on a broadcast TV or cable network. To determine the degree of awareness that Amazon Prime Video will be the exclusive home of Thursday Night Football, the Cumulus Media | Westwood One Audio Active Group® commissioned a national study from […]
• Cumulus Media Pioneers Swoop Data-Driven Targeting For Broadcast Radio Pharmaceutical Brand Campaigns; New Study For A Pharmaceutical Brand Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among Swoop’s Psoriatic Arthritis Segment
  August 1, 2022
  In support of the growth in the pharma category, the Cumulus Media | Westwood One Audio Active Group® now has access to a new capability for pharmaceutical brands developed with data from Swoop, the precision healthcare marketing experts, and Nielsen that will allow data-driven targeting. The post Cumulus Media Pioneers Swoop Data-Driven Targeting For Broadcast […]
• Audio Creative Best Practices: Say The Brand Name Early And Often, Don’t Get Caught Up On Spot Length, And Utilize The Power Of AM/FM Radio And Podcast Personalities
  July 25, 2022
  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. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s […]
• New Studies: AM/FM Radio Is Ideal For Tax Preparation Services As AM/FM Radio Listeners Spend More Than TV Viewers; AM/FM Radio Campaigns Generate Massive Surge In Site Traffic
  July 18, 2022
  Two new studies measuring national AM/FM radio campaigns for the recently completed 2022 tax season reveal AM/FM radio is the ideal media platform for tax preparation services and generates significant impact. Here are the key findings. The post New Studies: AM/FM Radio Is Ideal For Tax Preparation Services As AM/FM Radio Listeners Spend More Than […]
• Nielsen Audio Today Key Takeaways: AM/FM Radio Is At The Center Of The Audio Universe With Massive Reach, Delivering Consumers That Spend On The Path To Purchase And Offering Advertisers A Way To Target Demos With Programming Formats
  July 11, 2022
  Last week, Nielsen released the latest issue of Audio Today 2022: How America Listens. In the report, Nielsen profiles how Americans use broadcast AM/FM radio, podcasts, streaming, and satellite audio. The post Nielsen Audio Today Key Takeaways: AM/FM Radio Is At The Center Of The Audio Universe With Massive Reach, Delivering Consumers That Spend On […]
• Three Solutions To The Podcast Ad Frequency Problem: “Remind The Many, Don’t Lecture The Few”
  July 5, 2022
  The number of times podcast listeners hear an ad campaign is soaring. According to Podsights, the leading podcast attribution measurement firm, average podcast ad frequency has doubled in the past year, reducing podcast conversions. Here are three solutions to the podcast ad frequency problem. The post Three Solutions To The Podcast Ad Frequency Problem: “Remind […]
• Edison Research’s “Share Of Ear” Q1 2022: Among Registered Voters, AM/FM Radio Dominates Ad-Supported Listening With A 75% Share, Podcasts And AM/FM Radio Streaming Surge, And AM/FM Radio Has An 89% Share In The Car
  June 27, 2022
  Edison Research’s quarterly “Share of Ear” study is the authoritative examination of American audio time use. Edison Research surveys 4,000 Americans to measure daily reach and time spent for all forms of audio. The Q1 2022 report provides an opportunity to study listening among key voter segments and examine ad-supported audio use by location and […]
• New Online Sports Betting Study: AM/FM Radio Listeners Show Significantly More Interest and Engagement Than TV Viewers
  June 21, 2022
  The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a national brand awareness study of online sports betting brands. 1,252 adults 21+ were surveyed in February 2022. 483 respondents were from states that have legalized sports betting and 769 respondents were from states that have not. The findings were compared to […]
• AM/FM Radio Drives Results For Pharmaceutical Brands: Multiple Case Studies Reveal AM/FM Radio Drives Incremental Reach And Action, Grows Share Of Voice, And Delivers High Creative Scores At A Fraction of TV’s CPM
  June 13, 2022
  Pharmaceutical brands have discovered network radio. According to a Miller Kaplan network radio ad spend analysis, 2021’s pharmaceutical ad spend of $126 million was up 2.5X, skyrocketing from 2018’s $49 million. The post AM/FM Radio Drives Results For Pharmaceutical Brands: Multiple Case Studies Reveal AM/FM Radio Drives Incremental Reach And Action, Grows Share Of Voice, […]