NEW YORK, August 30, 2017 – Westwood One is revealing the latest advertiser sentiment on podcast advertising in the Westwood One State of Podcasting 2017 report. This is the third update to the report, which is refreshed annually and includes data from Edison Research’s “Share of Ear” and “Infinite Dial” studies, IPSOS, and Advertiser Perceptions.

The report provides an in-depth look at listening behaviors and demographics of the podcast consumer, plus insight into how marketers and agencies view podcast advertising.

Key findings from an Advertiser Perceptions tracking study in Westwood One’s State of Podcasting 2017 include:

  • The proportion of advertisers and agencies who have discussed podcast advertising for potential media investments has soared from 41% in September of 2015 to 68% in May of 2017.
  • In May 2017, brands and agencies are over twice as likely to definitely consider podcast advertising versus September, 2015. (18% to 37%)
  • The marketers and agencies who say they will definitely advertise in podcasts in the coming six months has increased threefold (10% to 27%) since September, 2015.
  • Compared to September 2015, marketers and agencies are twice as likely (15% to 29%) to be currently advertising in podcasting.

“We knew that advertiser sentiment for podcast advertising was growing, as we have seen a significant increase in advertising spend on the Westwood One podcast network,” said Suzanne Grimes, EVP, Corporate Marketing for Cumulus Media and President, Westwood One. “The Westwood One State of Podcasting 2017 report quantifies the conversation, consideration, and intention among marketers to place their brands in the expansive podcast programming environment. It’s great news for all of us in the fast-tracking on-demand space.”

You can read the full study here.

Advertiser Perceptions is the leader in surveying the attitudes and opinions of Advertisers and Agencies. Each year, Westwood One commissions Advertiser Perceptions to survey podcast advertising sentiment among advertisers and agency decision makers. Advertiser Perceptions surveyed 310 agencies and advertisers in September 2015, 284 in July 2016 and 316 in May of 2017.

The results were analyzed alongside Edison Research’s Q2 2017 “Share of Ear” study, which measured American audio consumption and Edison Research’s “Infinite Dial” study which was conducted in February 2017. Edison Research has been tracking American usage of digital audio technology for 19 years. Their “Share of Ear” Study is the only syndicated survey that measures American consumption of all forms of audio.

About Westwood One

Westwood One, the national-facing arm of Cumulus Media, offers audio products to reach listeners whenever, wherever they are. Westwood One is a trusted connection between audio companies, advertisers, and audience — with 8,000 broadcast radio stations and media partners who reach 245 million weekly listeners. The company’s portfolio features premium content with iconic, nationally syndicated media, sports and entertainment brands including the NFL, the NCAA, the Masters, the Olympics, Westwood One Backstage, the GRAMMYs, the Academy of Country Music Awards, and the Billboard Music Awards. For more information please visit


Jana Polsky

Director, Communications