🚀Understanding Consumer Media Habits: Insights from Cumulus Media Study

The Cumulus Media | Westwood One Audio Active Group ® commissioned a study to measure common advertiser/agency perceptions about consumer media habits.

The Details: The study was conducted by Nielsen, Maru/Blue, and Edison Research. While the narrative is that new media replaces old media, the reality is 82% of Americans are reached weekly by AM/FM radio. Yet Edison Research found that 82% of Americans listen to AM/FM radio each week, nearly double what advertisers think.

The Revelation: The myth that so many people are working from home and not commuting is having a huge impact on AM/FM radio listening. Edison Research also reported that the share of in-car AM/FM radio listening has returned to pre-pandemic levels, with 44% of in-car AM/FM radio listening occurring in the car among persons 25-54. Recently, Pandora, Spotify, iHeartRadio, and other audio streaming services have become popular with audiences that are now 17 times bigger than ad-supported Spotify, and 14 times bigger than ad-supported Pandora.

Highlights:

• According to Edison Research, the actual share of ad-supported audio time spent with AM/FM radio is 2.6X greater than what advertisers perceive.

• In the world of the connected car, the number one thing people do in their car is stream online radio on their devices.

• By focusing on the reality of AM/FM radio, advertisers will better understand the impact of new media on consumer behaviour and make informed decisions about their marketing strategies.

• Edison Research's "Share of Ear" report highlights the significance of ad-supported audio in the car, where the majority of people aged 18+ spend their time.

• The report also underlines contributions to the increase by ad-supported Spotify, Pandora, and podcasts.

How about it? Podcast : Ad-supported Spotify, ad-supported Pandora and podcasts are amongst the most effective ad-supported audio drives ad-supported audio time. Cumulus Media | Westwood offers measurement solutions for ad-supported audio including podcast brand effect and site attribution, Nielsen sales effect study, site and search attribution, retail location attribution and audio creative testing.

According to Edison Research, the study shows that 82% of Americans listen to AM/FM radio every week, which is almost twice the perception of advertisers. Spotify, Pandora, and podcasts rate as the best audio options, driving a 14% lift in site traffic in 17 campaigns

Our take as Podcast producer: As an Audio Producer for Podcasts, leveraging the proficiency of Cumulus Media | Westwood One Audio Active Group ® can help national brands effectively reach their target audience in audio. Via their services, brands can elevate their audio creative and media buys for serious results and maximum ROI in today's highly competitive audio landscape.

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