Cumulus Q3: Podcasting up nearly 50%, 102M September downloads

A few interesting notes related to podcasting from Cumulus Media in the company’s Q3 earnings report. Cumulus owns Westwood One and the Westwood One Podcast Network, although neither entity was mentioned by name in the earnings call remarks by CEO Mary Berner and CFO Frank Lopez-Balboa. Podcasting provided a bulward during trouble performance of streaming and local digital marketing. Continue Reading

There’s weekly listening and “heavy” listening: Westwood One Podcast Download, fall 2020 report

One key takeaway from the drop of Westwood One’s annual Podcast Download report, released last Friday, is that “heavy” podcast listeners (6+ hours per week) are increasing. There is much more to this sprawling 65-page study, which covers podcasting’s rebound from the Covid disruption, listening apps, age breakdowns, and behavior of “newcomers” and “pioneers.” Click through for charts, key points, and the download link. Continue Reading

Advertiser podcast interest up 2.5x over five years; intention up 4x; Westwood One study

Westwood One has released its fifth annual podcast advertising study, in collaboration with Advertiser Perceptions. This report is synced with the IAB Podcast Upfront, also in its fifth year. One key takeaway is that advertiser interest in podcasts, and intent to buy, have grown by multiples since 2015. Click through for details, numbers, links, and charts. Continue Reading

Podcasting spot load is 5% as brand advertising grows and revenue steadies (Magellan / Westwood One)

In a data-rich blog post informed by Magellan AI research, Westwood One has published a raft of research findings about podcast advertising. The headline is that podcast advertising is “pandemic proof,” based on the field’s resiliency from pandemic disruption. The study examines month-over-month and quarterly trendlines to track the stability of podcast advertising, a consistently low spot load (to use a radio term), and the continued emergence of brand advertising. Click through for numbers and graphics. Continue Reading

Westwood One asked advertisers about podcasting. Results are forward-looking.

Last week we poked around a public Westwood One podcast survey, and reported our impressions. Today, Westwood One releases the results, in both an executive summary format, and a detailed Powerpoint PDF. One of the most interesting aspects of the PDF is that it relates dozens of verbatim predictions about podcasting revenue growth. Continue Reading