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. 

• Attribution and Brand Effect Studies Reveal Online Gaming NFL Campaign On Westwood One Generates High Brand Equity And Purchase Conversions
  October 12, 2026
  The Cumulus Media | Westwood One Audio Active Group® recently commissioned two studies for an online gaming company running an AM/FM radio campaign in Westwood One’s NFL programming. The post Attribution and Brand Effect Studies Reveal Online Gaming NFL Campaign On Westwood One Generates High Brand Equity And Purchase Conversions first appeared on Westwood One.
• To Create Future Demand You Need Reach And Media Waste; “Big Media” (AM/FM Radio, TV, And Out Of Home) Can Grow Your Business
  October 5, 2026
  A new book and a brand-new study from two global experts in marketing effectiveness reveal that reaching a lot of people with advertising is crucial to growing your business. Their findings also crush a major advertising myth about waste that prevents revenue and profit growth. The post To Create Future Demand You Need Reach And […]
• Springfield, Missouri Advertisers Understand What Madison Avenue Has Forgotten: Brands Need To Be Known Long Before They’re Needed
  September 28, 2026
  A brand awareness study conducted across a number of categories in Springfield, Missouri reveals long running AM/FM radio campaigns have built significant brands with strong awareness and purchase intent. The post Springfield, Missouri Advertisers Understand What Madison Avenue Has Forgotten: Brands Need To Be Known Long Before They’re Needed first appeared on Westwood One.
• New WPP Media/System1 Study Reveals Best Practices For Podcast Host And AM/FM Radio Talent Ad Reads
  September 21, 2026
  The Creator Effectiveness Playbook: How to Build Your Brand with Creators is a major new study from WPP Media, the creative testing firm System1, and TikTok. It offers outstanding insights and best practices for audio talent endorsements and host reads. The global study found that entertainment earns emotion and early branding gives the brand credit. […]
• Your ROI Obsession Is Killing Sales And Profit Growth And Could Destroy Your Brand
  September 14, 2026
  Since COVID, advertising ROI has grown 4% but the profit driven by advertising has dropped by 11%, reports Les Binet, the world’s foremost authority on marketing effectiveness. These findings come from a brand-new study published by Les Binet and Will Davis called, Go Big Or Go Home: How Small Thinking is Killing Advertising and What […]
• Placer.ai: AM/FM Radio Campaign Drives Significant Increase In Holiday Foot Traffic For A Major Retailer
  September 8, 2026
  Is it possible to measure the foot traffic impact of an AM/FM radio advertising campaign on a major retailer’s holiday promotion? If you are location analytics firm Placer.ai, the answer is yes! The post Placer.ai: AM/FM Radio Campaign Drives Significant Increase In Holiday Foot Traffic For A Major Retailer first appeared on Westwood One.
• Want To Grow Market Share? Increasing Brand Awareness Drives Up Share Of Search, Which In Turn Expands Market Share
  August 31, 2026
  A new study from Google and Tracksuit, the brand tracking firm, reveals “brand awareness drives share of search. Share of search growth precedes market share increases. The earlier you invest in brand, the greater the return. That’s not a feeling. That’s return on awareness." The post Want To Grow Market Share? Increasing Brand Awareness Drives […]
• AM/FM Radio And Podcast Advertising Can Help AI Firms Build Their Brands And Grow Sales, According To New Oxford Road Studies
  August 24, 2026
  A series of new studies jointly commissioned by Oxford Road, the world’s largest podcast advertising agency, and the Cumulus Media | Westwood One Audio Active Group®, find heavy audio listeners are much more likely to be familiar, interested in, and use AI for personal and work purposes. The studies also uncovered a “tale of two […]
• How AM/FM Radio Elevates The Media Plan In 6 Slides
  August 17, 2026
  New data from MRI-Simmons, Edison’s “Share of Ear”, and Nielsen reveals AM/FM radio elevates the media plan with significant incremental reach. The post How AM/FM Radio Elevates The Media Plan In 6 Slides first appeared on Westwood One.
• Podcast Ads Are Ideal To Reach Ad-Free Video Audience; They Can Save Netflix From Its Sophomore Slump, According To Cumulus Media And Signal Hill Insights’ Podcast Download Spring 2026 Report
  August 10, 2026
  For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers in April 2026. The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast […]