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Westwood One's Podcast Download Fall 2019 report reveals new insights on the podcast listener, platform usage, content and ad trends

PRESS RELEASE — October 17, 2019

New York NY, USA—CUMULUS MEDIA’s Westwood One, America’s largest audio network, is releasing the results of its latest Westwood One’s Podcast Download -- Fall 2019 Report, which has studied podcast audience and advertiser trends over the last three years. Much like its predecessors, the Fall 2019 edition reveals valuable insights for content creators and advertisers.

“On the audience side, our latest study finds the majority of new podcast listeners are women, and that there is a disconnect between smart speaker ownership and smart speaker usage for podcasts,” said Suzanne Grimes, EVP, Marketing for CUMULUS MEDIA and President, Westwood One. “For advertisers, it’s important to understand that podcast ad preferences for the industry and listeners are at a crossroads – listeners want host-read ads, while the use of traditional pre-produced ads is growing.”

The study also found podcast events are a huge growth opportunity for content providers and advertisers, and that brands looking to reach cord-cutters can find them in podcast audiences

Here is a more detailed look at the report findings:

Report Methodology

Westwood One commissioned a study of weekly podcast listeners and their perceptions about the advertisements that they hear within podcasts. This study was created in conjunction with MARU/Matchbox, a nationally recognized leader in consumer research. This is the third annual study in our Fall Podcast Download series. This study was fielded online using a nationally representative sample of 601 respondents who met the following criteria: Adults over the age of 18, all respondents spent at least one hour listening to podcasts within the past week, respondents were not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries. Surveys were conducted between July 29, 2019 and August 10, 2019.

Additional Information
For more information and highlights from the Westwood One’s Podcast Download -- Fall 2019 Report please visit the Westwood One blog: www.westwoodone.com/blog.

About Westwood One

Westwood One, the national-facing arm of CUMULUS MEDIA, offers iconic, nationally syndicated sports, news and entertainment content to over 250 million monthly listeners across an audio network of nearly 8,000 affiliated broadcast radio stations and media partners. Westwood One is the largest audio network in America, home to premium content that defines the culture, including the NFL, the NCAA, the Masters, the Olympics, Westwood One Backstage, and the Academy of Country Music Awards. The rapidly growing Westwood One Podcast Network delivers popular network and industry personalities and programs. Westwood One connects listeners with their passions through programs and platforms that have everyone listening. For more information please visit www.westwoodone.com.

This is a press release which we link to from our daily newsletter about podcasting and on-demand. This is reprinted verbatim; we may rewrite headlines and descriptions. Press releases can be sent to updates@podnews.net

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