Westwood One

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

Adelaide AU scores reveal that despite the lack of “sight and motion,” #audio platforms generate nearly the same attentiveness as TV. https://bit.ly/3SKyLLe #westwoodone Key findings: - A series of recent studies explode the myth that ads with “sight, sound, and motion” are inherently more effective than audio ads. Lumen’s recent study reveals audio ads exhibit greater attentiveness and brand recall than video. Lumen Research also reports audio is also the most cost-efficient #media on an “attention CPM” basis. - Attention has grown in importance among marketers and agencies: 78% say attentiveness is important as a metric for measuring the effectiveness of media investments. - Traditional media ads have greater engagement compared to digital ads: AM/FM radio, print, and podcast ads are skipped the least. Consumers skip digital ads the most. - Audio platforms satisfy unique need states: AM/FM radio and #podcasts are associated with information and entertainment, providing advertisers with high levels of consumer concentration. “Relax” is the leading need state of music streaming. - Marketers and consumers agree that podcasts hold extraordinary levels of attention. Media #agencies and #brands underestimate consumer attention to AM/FM #radio ads.

The Advertising Research Foundation (ARF) defines #advertising #attention as “the degree to which those exposed to the advertising are focused on it.” Adelaide measures how ads on media platforms get noticed, hold attention, and impact memory. Click below to watch a 13-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, discussing the latest in attentiveness from Adelaide and more, including how #audio platforms generate nearly the same levels of attention as #TV:

For auto brand marketing teams, AM/FM #radio is a powerful platform to reach American drivers to build auto brands and reach #auto intenders: https://bit.ly/4dowHQS #westwoodone Key takeaways: - For product design and operations teams at auto manufacturers, it is important to understand the massive use of AM/FM radio among their customers - Among all U.S. drivers, AM/FM radio is the ad-supported queen of the road with an 86% share of in-car ad-supported audio - The proportion of AM/FM radio listening occurring in-car has rebounded to pre-pandemic levels

For the second year, the Cumulus Media | Westwood One Audio Active Group® conducted a special auto brand analysis of Edison Research’s “#ShareofEar,” the long running #audio tracking study. Click below to watch an 8-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, examining how AM/FM #radio represents 60% of all in-car tuning and a whopping 86% share of in-car ad supported audio: