Westwood One

AM/FM #radio has a dominant 69% share of ad-supported audio; #Podcasts have a 19% share, according to Edison Research. https://bit.ly/4dQaJqx #westwoodone Key takeaways: - Since consumer interest in Pandora Radio hit an all-time high in 2008, its audience and profile have significantly collapsed, according to Google Search trends. - A brand-new Advertiser Perceptions study conducted in August 2024 reveals marketers and media agencies need to “take the me out of media” as they wildly overestimate Spotify and Pandora audiences and dramatically understate AM/FM radio’s shares. - Podcast audiences soar. At a 19% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio. - Among registered voters, AM/FM radio leads in ad-supported audience share (69%), followed by podcasts (19%).

For the last ten years, Edison Research's quarterly “#ShareofEar” study has been 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. This analysis of the just released Q2 2024 data focuses on what advertisers care about – ad-supported audio. Click below to watch a 12-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining the key findings from the latest Q2 2024 release:

The NFL on AM/FM radio is a reach machine: Each week, new listeners tune in. https://bit.ly/3X5lHRG #westwoodone Key findings of the 2024 Westwood One NFL Listening Study: - More engaged: The sports listener is more passionate, giving #audio commercials greater impact - Mass reach: Buy deep in a game and long in the season to capture the massive 64 million reach - Closest to the point of purchase: Reach busy on-the-go people whose “best available screen” is their in-car AM/FM #radio - Desirable consumers: Reach a young, employed, and upscale audience with greater spending power - Makes your TV better: The NFL on Westwood One is an effective way to amplify reach and frequency of an #NFL TV campaign

According to a brand-new season-long Nielsen analysis of Portable People Meter tuning for the 2023-2024 season, a total of 64 million people listen to the #NFL on Westwood One. Click below to watch a 13-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining the key findings from study and outlining how #sports #radio play-by-play listeners are more engaged than the TV audience:

Podcast consumers have an appetite for new podcasts: Half have listened to a new podcast in the past week; 80% in the last month. https://bit.ly/3Z6ugyn #westwoodone Key takeaways: - Most podcast listeners are open to finding a new #podcast: The majority of podcast listeners say they are at least open to finding a new podcast, if not actively searching. - Context matters: Respondents said a good podcast promo is one that is relevant to the podcast on which it is being promoted. Podcast #promos that don’t match the context of the podcast are deemed as “bad” and sometimes consumers even zone out. - Showmanship is important: Video respondents said that being entertaining in podcast promos is a good way to capture their attention.

The Cumulus Media | Westwood One Audio Active Group® presented a keynote last Thursday at the Podcast Movement conference along with Amplifi Media and System1. The topic of the discussion was “Unleashing the Power of Effective #Audio Promos” and included findings from a study conducted in partnership with Knit, a survey platform that collects video responses. Click below to watch a 13-minute video of Lauren Vetrano, VP of Advertiser Measurement and Insights of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining the key findings and explaining why #podcast promos are so important:

There is a wide variety of #podcast genres and AM/FM #radio programming formats with a rich concentration of home improvement shoppers: https://bit.ly/3yXDXEy #westwoodone Key takeaways: - Big audio users are massive home improvement shoppers: Podcast listeners and AM/FM radio listeners spend significantly more on home improvement than heavy TV viewers  - Audio is an ideal media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online - AM/FM radio generates significant incremental reach for home improvement TV campaigns - AM/FM radio generates three times the sales lift of TV in a historic Nielsen TV and AM/FM radio sales effect study for a home improvement retailer - Home improvement media plans are overweight on linear #TV and underweight on #audio: The optimized plan should consist of 45% AM/FM radio, 30% linear TV, and 24% podcasts

New consumer studies commissioned by the Cumulus Media | Westwood One Audio Active Group® find #audio listeners are the engine of #homeimprovement sales and reveal media strategies that can optimize impact. Click below to watch a 16-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining the key findings:

UNLEASHING THE POWER OF PODCAST PROMOS! Too many audio promos bore, fall flat, fail to engage, don't clearly convey why listeners should choose the podcast, or worse, turn people off. What is the "cost of dull?" Amplifi Media has teamed up with Pierre Bouvard and Lauren Vetrano from the Cumulus Media | Westwood One Audio Active Group® and Allison O'Toole from global audio marketing experts System1. We’re unveiling brand new research and seven proven strategies to supercharge your podcast cross-promotion. Join us for our keynote Thursday morning at Podcast Movement on August 22, 2024, at 9 AM. Hope to see you there. #podcastmovement #pm2024 https://bit.ly/3X7yOSL