RAIN Notes: April 15
— Promised Proof (Coleman Insights)
— Migration (Juleyka Lantigua)
— Creative vs. Targeting (Westwood One)
Westwood One
Podcast listeners: Scaled and upscaled (Cumulus Media / Westwood One)
“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
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
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
Fewer words; better results. Quantifying the “Creative Standout” metric in audio advertising.
A new metric which gauges preeminence in audio advertising spotlights word density as an essential creative consideration. It’s called the Creative Standout score. Click for the explanation, graphics, and a study link. Continue Reading
Advertiser intention toward podcasting reaches tipping point (Westwood One)
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
Smart speaker ownership flattens, AM/FM radio thrives on it as in-home radio winnows
The recently released Cumulus Media 2023 Audioscape study offers a deep dive into podcasting, smart speakers, and the status of AM/FM radio in those relatively new home speakers. Click through for charts, and a link to the study. Continue Reading
RAIN Notes: Friday, February 17
Jottings of Note
— Pre-Audible … Way Pre (NY Times)
— Taking the Measure (Westwood One)
— End of an Executive Era (YouTube)
WW1’s Bouvard argues that podcast advertisers should reduce frequency, increase reach
Using recent data from Podsights, Edison Research, and Nielsen, Westwood One exec Pierre Bouvard has issued a new report making a case for podcast advertisers to spread their ad buys across a greater number of podcasts to increase their campaign… Continue Reading
Podcast listeners are young; YouTube is used as much as Apple (Cumulus “Audioscape”)
As we continue to prowl through the Audioscape 2022 report from Cumulus Media / Westwood One (see part 1 HERE), we note a few more items of interest. Click through for charts related to listening platforms, consumer characteristics, and age demographics. Continue Reading
Over five years: Terrestrial radio -13%, podcasting +266% (Cumulus/Edison)
Cumulus Media / Westwood One has released its 2022 Audioscape bundle of research metrics under the banner of its Audio Active Group brand led by Chief Insights Office Pierre Bouvard. It’s a big book of data; today, we look at the growth of podcast listening share compared to terrestrial radio. Continue Reading
Cumulus announces Audio Active Group; renames Westwood One blog
Cumulus Media has announced the creation of the Audio Active Group. In the company’s words, it is a “full-service advisory to offer comprehensive insights, media planning, creative, and measurement services for audio advertisers.” The well-known Westwood One blog, edited by Pierre Bouvard, has been renamed. Click for details. Continue Reading