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YouTube is the most utilized podcast listening platform in the U.S.: 31% say it is the platform they use the most, followed by Spotify (21%) and Apple (12%). https://bit.ly/4cETmbB #westwoodone Key takeaways: - YouTube is used most among #Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers - YouTube podcast audience profile: Male and younger than the Apple Podcasts audience - As the world’s entertainment search engine, #YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts - Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features - However, the YouTube podcast audience is not exclusively tied to the platform - Watching and listening to podcasts are equally favored - Podcast Newcomers are more likely to prefer actively watching podcast videos; Those who began listening to podcasts 4+ years ago favor the audio-only experience - YouTube dominates association as the platform where podcasts can be watched and heard - Not all genres work for watchable podcasts: Consumers who prefer to watch are more likely to like News/Current Events and Sports #podcasts; Among those who prefer to listen, True Crime is the leading podcast genre - The vast majority of the Apple and Spotify platform audience uses the smartphone, while 38% of YouTube’s podcast audience uses laptops and TV

In 2021, YouTube was the third most accessed destination for #podcasts. In 2022, it tied Spotify as the platform used most among weekly podcast listeners. Now across three studies in 2023 and 2024, #YouTube has pulled away from the pack and leads as the most used #podcast audience platform in the U.S. Click below to watch a 12-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining the latest findings from CUMULUS MEDIA and Signal Hill Insights' Podcast Download - Spring 2024 Report that focus on YouTube and watchable podcasts:

In a typical day, ad-supported digital audio reaches a third of America; AM/FM radio reaches two-thirds of America; Combined, digital audio and AM/FM radio reach 75% of the U.S. daily. https://bit.ly/3XOZkSB #westwoodone Key takeaways: - Between ad-supported #Spotify and AM/FM radio, most people only listen to AM/FM radio - Between ad-supported #Pandora and AM/FM radio, most people only listen to AM/FM radio - The U.S. ad-supported audio clock: #Podcasts and AM/FM radio represent nearly 90% of tuning minutes - With a towering in-car share of 86%, AM/FM #radio is the primary way to reach consumers on the path to purchase; The proportion of AM/FM radio in-car listening has surged, returning to pre-pandemic norms - Among registered #voters across the political spectrum, AM/FM radio is the dominant ad-supported audio platform

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Click below to watch a 15-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining six key findings about ad-supported #audio from the latest Q1 2024 release:

Why is TV is so dramatically under represented among aesthetic patients and prospects? Live and time-shifted TV has very low reach among younger demographics. https://bit.ly/3VEtt4j #westwoodone Key findings: - Broad acceptance of non-surgical facial aesthetics suggests a large potential market - #Aesthetic brand scorecard: Botox is the dominant player; Brands ranked next in aided awareness include Juvéderm, Restylane, Jeuveau, Radiesse, and Xeomin - Heavy AM/FM radio and podcast listeners over index on the aesthetic category; TV way under indexes - Nielsen Media Impact: AM/FM #radio elevates the aesthetic brand media plan; Botox experiences a 2X increase in reach with a 20% reallocation to AM/FM radio - Botox’s TV buy does not reach the crucial 18-34 and 18-49 aesthetic demographics; Adding AM/FM radio to the TV media plan generates significant younger demo incremental reach growth - A wide variety of AM/FM radio programming formats generate significant reach of the aesthetic prospects/considerer and patient target audience

While #pharma remains a leading category on network #radio with consistent campaigns from brands such a Pfizer, AbbVie, Skyrizi, and Boehringer Ingelheim, a new study commissioned by Veritone One, a leading audio advertising agency, reveals new opportunities in the growing facial aesthetics segment. The Signal Hill Insights report finds AM/FM radio and #podcasts are both highly efficient at reaching the aesthetics market. Click below to watch a 14-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining the key findings:

Hard-to-reach younger consumers who skip online video ads, use ad blockers, and rarely watch linear TV confound advertisers; Turns out younger consumers pay the most attention to visuals on in-car #radio displays: https://bit.ly/3VAhLrq #westwoodone Key takeaways: - In-car advertiser visuals have high appeal and growing awareness among advertisers - 80% of advertisers are interested in in-dash visual ads, up from 2021; 83% are interested in geographically targeted visual ads, also up from 2021 - Advertisers are willing to spend 16% more on AM/FM radio buys that include in-car visual displays - Associating a visual with AM/FM radio ads takes advantage of AM/FM radio’s massive 86% share of in-car listening - A majority of AM/FM radio listeners indicate their in-car radio display shows visuals with song name and artist - AM/FM radio listeners and younger consumers are interested in geographically targeted in-dash visuals and having sales/deals displayed on their in-car radio dash - In-car radio dash visual ads lift purchase intent

According to a May 2024 study of 305 national media agencies and advertisers conducted by Advertiser Perceptions, 80% of agencies and #advertisers say they are interested in the ability to display visuals on in-car #radio displays that sync to AM/FM radio ads. Click below to watch a 14-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining the key findings from the study incuding how much advertisers would pay extra for in-car visual displays:

What are the 5 questions to ask to address the viability of #audio in the #media plan? John Fix outlines the framework in latest blog: https://bit.ly/45pWYvf #westwoodone