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 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.
• 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 […]