Westwood One

Who’s Listening? Westwood One Reveals New Insights on the Demographic Profile of On-Demand Audio Listeners

Commissioned Nielsen Study Finds On-Demand Listening Skews More Female and Younger Than AM/FM

New York, NY – August 28, 2017 – On-demand audio — portions of AM/FM shows that are repurposed for post consumption via online platforms — are growing in popularity, but the question is, who’s listening?

Westwood One collaborated with Nielsen on a custom study using the Nielsen Total Audience measurement framework to measure the audiences for local on-demand content from the Cumulus Media owned-and-operated stations, as well as national on-demand content from Westwood One shows. The findings were surprising.

“It’s hard to believe, but this is the first ever study of the demographic profile of on-demand radio content,” said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. “Our biggest learning is that on-demand content skews more female than AM/FM radio content across all genres. This is an incredible insight for brands and content creators, as it opens up new opportunities to connect with women.”

Additional key findings of the study include*: