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

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

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

Podcast listeners over-index in categories important to advertisers (Westwood One)

U.S. Podcast listeners exceed national medians in several categories which advertisers value, such as employment, income, and education. These just-released numbers come from Chief Insights Officer Pierre Bouvard on the Westwood One blog. “The podcast audience profile is exceptionally attractive,” Bouvard writes. Continue Reading