Westwood One

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Podcast advertisers overrate targeting, and other presumptions

Posted on by Brad Hill

In what seems like an exhaustive exercise in debunking commonly held presumptions, a study released by the Audio Active Group (fronted by Westwood One and Cumulus Media), we see an argument that podcast advertisers overestimate the business-building power of audience targeting. At the same time, they underestimate the power of creative — how the advertisement is conceived, written, recorded, and produced. Click for very interesting metrics produced by Podscribe research. Continue Reading →

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Nielsen’s new radio measurement standard increases reported listening

Posted on by Brad Hill

In the Spring 2025 Nielsen radio ratings period, the measurement company reports “signifanct increases in listening across demographics and time periods. versus Fall 2024. he report represents the May-June-July period. The sudden apparent jump in listening is catalyzed by a change in the Portable People Meters, which now register three-minute listening periods qualifies as the defining standard for listening to a station Continue Reading →

Podcast listeners: Scaled and upscaled (Cumulus Media / Westwood One)

Posted on by Brad Hill

“The state of podcasts” — that’s the title of the newest Audioscape study from Cumulus Media. In it, we learn that podcast audience growth is “on a tear,” and podcast audience demographics are favorable to advertisers. We learn about podcast listening hot spots in the U.S., view a timeline of advertiser perceptions of podcasts, and much more. Click through for a review with graphs and download links for the deck and video. Continue Reading →

“TV is what is playing in God’s waiting room” — and more media insights from Westwood One

Posted on by Brad Hill

We’re not sure Boomers would love the characterization in Westwood One’s recent analytical rundown of ratings and advertising insights, but the point is clear. To be precise, half of the linear TV audience is 65 years or older. This is just part of Westwood One’s latest analysis of media consumption across categories and age groups. PIerre Bouvard is the author. Click for info and a link Continue Reading →

Radio advertising and “mental availability” — Peter Field’s study of marketing effectiveness

Posted on by Brad Hill

Pierre Bouvard, Chief Insights Officer at Cumulus Media / Westwood One, is distributing recent analytical work by London-based author and marketing expert Peter Field. It’s a metrics-jammed 25-page presentation. Among the many metrics and charts, we find “mental availability” a compelling and interesting value. Continue Reading →

Advertiser intention toward podcasting reaches tipping point (Westwood One)

Posted on by Brad Hill

How do advertisers regard podcasting as a potential marketing medium? Where are they in that thinking, from discussion to action? Those are the questions addressed in the latest Cumulus Media / Westwood One research — Advertiser Perceptions: The state of podcast advertising, a nine-year tracking study. Click for results, graphs, key points, and a download link. Continue Reading →