At first, one would think the audience profile of an AM/FM radio station stream would be similar to the on-air audience. After all, it’s the same content, just a different distribution method. However, a recent analysis of the Westwood One Digital Streaming Network audience reveals some key differences in audience profile that are compelling for advertisers.
We examined age, gender, and location data from over 70,000 consumers who recently registered on the Cumulus Media sites that make up the Westwood One Digital Streaming Network. Here’s what we found:
Targeting women? Use AM/FM radio streaming!
While 50% of the on-air audience to Cumulus Media music AM/FM radio stations is female, 68% of the music streaming audience consists of women. Given the 9AM to 5PM at-work environment of AM/FM radio station streaming, it makes sense that all music formats tilt more female.
Every programming format on streaming shows a higher composition of women compared to the on-air audience. For the Rock format, the 34% female audience composition for on-air grows to 47% for the online stream.
Targeting 18-34 and 25-54s? AM/FM radio streams have more of them!
The median age of the Cumulus music streams is 40, six years younger than the on-air audience. The 18-34 audience composition of the Cumulus music streaming audience is 40%, 33% greater than the on-air audience (30%).
The proportion of 25-54s is higher in the music streaming audience (66%) versus the on-air profile (57%).
Nearly 80% of the music streaming audience is located in the home DMA
78% of the Westwood One Digital Streaming Network music audience is located in the home DMA. That means ads on our streams reach people in their home market. The proportion of audience who are from the home market is consistent by programming format across the board.
Sports and News/Talk steaming audiences are younger but maintain their male skew
Spoken word formats have the same male audience composition on-air and online. 85% male for streaming Sports, compared to 83% on-air and 69% male for streaming News/Talk compared to 67% on-air.
However, the Sports and News/Talk streaming audience is younger with a higher 25-54 audience composition. The on-air Sports audience has a 59% audience composition of 25-54s while the streaming audience grows to 70%. News/Talk shows the same story: 32% of adults 25-54 make up the on-air audience compared to a higher 25-54 concentration of 43% among the streaming audience.
Smart speakers power growth of Cumulus streaming
With the largest collection of Alexa skills at an audio company, Cumulus has seen significant smart speaker streaming audience growth. In September 2017, 2% of Cumulus’ streaming audience came from smart speakers. As of April 2018, smart speakers represent an astonishing 11% of the Cumulus streaming audience.
Come stream with the Westwood One Digital Streaming Network
Cumulus streaming is on the rise. The Westwood One Digital Streaming Network capabilities offer advertisers a growing audience rich in 25-54 women listening and shopping in their home market as well as a younger, male audience among streaming spoken word formats.
- Targeting women? Use AM/FM radio streaming!
- Targeting 18-34 and 25-54s? AM/FM radio streams have more of them!
- Sports and News/Talk steaming audiences are younger but maintain their male skew
- Nearly 80% of the music streaming audience is located in the home DMA
- Alexa powers growth of Cumulus streaming
Pierre Bouvard is Chief Insights Officer at Cumulus | Westwood One.
Contact the Insights team at CorpMarketing@westwoodone.com.