Radio Is A Great Place To Promote Podcasts

Podcast fans and AM/FM radio listeners have a lot in common. Namely, they love audio, and they want more of it. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines a case study recently done with Cumulus Podcast Network podcasts that reveals why AM/FM radio is a great place to promote podcasts.

• A majority of the podcast audience also listens to AM/FM radio and vice versa: Edison’s “Infinite Dial” study reveals of the weekly AM/FM radio audience 45% listen to podcasts weekly, 55% listen to podcasts monthly, and 77% have ever listened to podcasts.
• Edison’s “Share of Ear” study finds in a typical day, two-thirds of podcast listeners also listen to AM/FM radio.
• As podcast reach soars, promoting podcasts on AM/FM radio becomes a stronger marketing platform: According to Edison’s just released Q2 2023 “Share of Ear” study, the 25-54 daily reach of podcasts has exploded over the last three years. Currently, nearly one out of three American 25-54s listen to podcasts each day.
• The greater the time spent with AM/FM radio, the greater the awareness for the promoted podcasts: Overall, 54% of the Cumulus radio audience was aware of the eight Cumulus Podcast Network podcasts. A much larger promotion of heavy AM/FM radio listeners (67%) were aware of the podcast titles.

• Specific podcast promo awareness: Among heavy AM/FM radio listeners, there is 3X more awareness for specific podcasts promoted on AM/FM radio versus light AM/FM radio listeners.
• Podcast tune-in consideration: One out of four heavy AM/FM radio listeners and 29% of heavy AM/FM radio streaming listeners said they were likely to try listening to the promoted podcasts.