Podcasts | Westwood One

New WPP Media/System1 Study Reveals Best Practices For Podcast Host And AM/FM Radio Talent Ad Reads

September 21, 2026 By Pierre Bouvard

The Creator Effectiveness Playbook: How to Build Your Brand with Creators is a major new study from WPP Media, the creative testing firm System1, and TikTok. It offers outstanding insights and best practices for audio talent endorsements and host reads. The global study found that entertainment earns emotion and early branding gives the brand credit.

Podcast Ads Are Ideal To Reach Ad-Free Video Audience; They Can Save Netflix From Its Sophomore Slump, According To Cumulus Media And Signal Hill Insights’ Podcast Download Spring 2026 Report

August 10, 2026 By Pierre Bouvard

For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers in April 2026. The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast advertising, and more. Previous highlights of the Podcast Download – Spring 2026 Report examined watchable podcasts on streaming platforms. Today’s focus is how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming video platforms.

Edison’s Q2 2026 “Share Of Ear”: Spotify’s Ad-Supported Music Streaming Audience Is Downscale And Very Small, Contrary To Advertiser Perceptions

July 27, 2026 By Pierre Bouvard

Edison Research at SSRS’ quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.

Advertiser Perceptions: Podcast Advertising Discussion And Spending Intention Hit A Twelve-Year High Among Agencies And Marketers

July 13, 2026 By Pierre Bouvard

In advance of the first IAB Podcast Upfront in 2015, the Cumulus Media | Westwood One Audio Active Group® commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. For the last twelve years, the study has been reprised annually to track buy-side podcast advertising consideration and intention. The latest Advertiser Perceptions study, conducted in June 2026 with 300 marketers and media agencies, reveals advertiser/agency podcasting discussion and spending intention has hit a twelve-year high.

Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2026 Report

June 22, 2026 By Liz Mayer & Paul Riismandel

Last week, the Cumulus Podcast Network hosted a webinar highlighting key findings from Cumulus Media and Signal Hill Insights’ Podcast Download – Spring 2026 Report. The findings included insights on awareness of podcasts on Netflix and smart TVs, the latest on consumer preference for watchable podcasts, and more.

Four Months After Netflix’s Podcast Launch, 62% Of The Weekly Podcast Audience Are Aware That Netflix Now Has Podcasts; The Smart TV Podcast Audience Grows 19% According To Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2026 Report

June 18, 2026 By Liz Mayer & Paul Riismandel

For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers April 21st – 27th, 2026. Since 2017, two studies have been conducted annually. The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast advertising, and more.

Why Is Your Audio Media Plan Incomplete Without AM/FM Radio? Massive Incremental Reach And Exclusive In-Car Listening

March 30, 2026 By Lauren Vetrano

Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts. A study recently conducted by Advertiser Perceptions and an analysis of Edison’s “Share of Ear” reveal a media plan without AM/FM radio will miss most of America.

Edison’s Q4 2025 “Share Of Ear”: In-Car Listening Grows In Importance For AM/FM Radio As It Dominates The Path To Purchase

March 9, 2026 By Pierre Bouvard

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.

Podcast Advertising Is Ideal For Reaching The Ad-Free Subscription Video Audience; Audio Is Also Ideal For Video Streamers to Promote Their Brands, According To Cumulus Media And Signal Hill Insights’ Podcast Download Fall 2025 Report

January 20, 2026 By Lauren Vetrano

In November of last year, Cumulus Media | Westwood One and Signal Hill Insights released the fifteenth installment of the Podcast Download series. Quantilope conducted an in-depth study of 603 weekly podcast consumers October 8th-21th 2025. The Fall 2025 report highlighted audience trends such as platform preference, content preferences, advertiser usage of podcast advertising, and more. Today’s focus is how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming video platforms.

Don’t Be Shocked By The Podscribe/Oxford Road Podcast Sales Effect Study That Reveals Audio Ads Beat YouTube Video Ads In Effectiveness

January 5, 2026 By Pierre Bouvard

YouTube podcast views are 18-25% less effective at driving purchases than audio podcast ads, according to a just released study from Oxford Road and Podscribe. Those who closely follow advertising effectiveness results are not surprised. This is the latest in a series of studies that reveal audio ads trump video ads in attentiveness, engagement, and sales effect.

Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio While Podcast Audiences Age As Older Audiences Surge

December 8, 2025 By Pierre Bouvard

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.

Webinar Video: Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2025 Report

November 21, 2025 By Elizabeth Mayer

Yesterday the Cumulus Podcast Network hosted a webinar highlighting key findings from Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2025 Report. The findings included insights on YouTube's place in podcast consumption and discovery, consumer preference for watchable podcasts, and more.

Audio Remains The Primary Mode Of Podcast Consumption, Despite Growing Video Use; 92% Say They “Listen” To Podcasts, According To Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2025 Report

November 17, 2025 By Liz Mayer & Paul Riismandel

For the fifteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 603 weekly podcast consumers October 8th-21th 2025. Since 2017, two studies have been conducted annually. The Fall 2025 report highlights trends from prior studies and examines topics such as platform preference, content trends, advertiser usage of podcast advertising, and more.

Your Audio Ad Is Horrible; Here’s How To Fix It

October 13, 2025 By Pierre Bouvard

The host of your favorite podcast or radio show launches into an ad. You love the host. She has your attention. You want to support sponsors of the podcast to keep the show going. You are bewildered by massive lists of features and benefits. You’re not sure who the ad is for. More features. More benefits. Right at the end the brand is mentioned several times very quickly. The advertiser is something.com? You need to improve your creative as it drives half of all sales effect.

Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect

August 4, 2025 By Pierre Bouvard

A series of new studies from NCSolutions, TikTok, and podcast attribution firm Podscribe sheds light on what drives sales effect. Surprisingly, some of the most frequently discussed media tactics show little to no difference in cost of acquisition.

Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers

June 30, 2025 By Pierre Bouvard

The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an eleven-year high.