WO Study Profiles On-Demand Audio Listeners

RADIO ONLINE | Monday, August 28, 2017 | 0:56am CT

On-demand audio -- portions of AM/FM shows that are repurposed for post consumption via online platforms -- are growing in popularity and Westwood One wanted to find out who's listening. So, the company collaborated with Nielsen on a custom study using the Nielsen Total Audience measurement framework to measure the audiences for local on-demand content from the Cumulus Media O&Oed stations, as well as national on-demand content from Westwood One shows.

"It's hard to believe, but this is the first ever study of the demographic profile of on-demand radio content," said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. "Our biggest learning is that on-demand content skews more female than AM/FM radio content across all genres. This is an incredible insight for brands and content creators, as it opens up new opportunities to connect with women."

Additional key findings of the study included:

• Information-based on-demand shows (News/Talk, Sports) skew younger than the AM/FM audience, while entertainment-based on-demand shows attract a similar audience to AM/FM
• The median age of News/Talk on demand listeners is 8 years younger than the AM/FM audience, and the sports audience is 7 years younger
• The concentration of women listening to on demand content is higher than AM/FM, and on demand content skews more female than AM/FM content across all formats
• Among adults 25-54, more than 40% of on demand News/Talk listeners are women, compared to 30% of AM/FM listeners
• On-demand content delivers engaged listeners-listening occasions for on-demand content nearly twice as long as AM/FM
• Listening via computers accounts for a larger proportion of on-demand listening than Mobile
• The younger the listener, the more likely they are to consume on-demand content on a mobile device

The on-demand content originally aired on Cumulus Media radio stations or via Westwood One's nationwide radio network. Programs included Westwood One's "The Mark Levin Show," NBC Sports Radio's "Pro Football Talk Live with Mike Florio," WNNX/Atlanta's "Bailey and Southside," KRBE/Houston's "The Roula & Ryan Show," KABC/Los Angeles' "Dr. Drew Midday Live" and more.

iHeartMedia Names Lainie Fertick Chief Insights Officer Lainie Fertick iHeartMedia has promoted Lainie Fertick to the newly created position of Chief Insights Officer, placing her in charge of insights initiatives across the company and adding her to its Strategic Communications (StratCom) leadership team. The appointment was announced in an internal memo from iHeartMedia More

Radio Hall of Fame Inducts Eight in Class of 2026 Radio Hall of Fame The Radio Hall of Fame welcomed eight new members during its 2026 induction ceremony and dinner Thursday, October 8, at the Fairmont Chicago, Millennium Park, recognizing broadcasters and industry executives whose careers have made significant contributions to radio. The Class of More

Veteran Broadcast Engineer John Bisset Dies at 73 John Bisset John Bisset, a longtime broadcast engineer, industry educator and author of Radio World's popular "Workbench" column, has died following a period of illness. He was 73, according to Radio World, which reported his passing October 8. Bisset spent 55 years in broadcasting, building a career that included More

Emily Exits WDJX Louisville After Four Years Emily Mahurin Emily on the Radio (aka Emily Mahurin) is departing Connoisseur Media's CHR WDJX-FM (99.7 DJX) in Louisville after four years in afternoon drive to pursue a career opportunity outside the radio industry. Mahurin announced her departure in an Instagram post, reflecting on her decision to relocate to More

Benztown Produces Tribute to NFL Legend Mike Ditka Benztown Tribute to Mike Ditka Benztown has produced an audio tribute honoring legendary NFL player and coach Mike Ditka, who died Friday, October 9, at age 86. The tribute was voiced by Darren Silva and written and produced by Thomas Green. Ditka, one of professional football's most recognizable personalities, was best known for More

BIA Forecast Sees Radio Digital Growth in 2027 BIA Advisory Services Local radio advertising revenue is projected to decline in 2027 as political spending subsides, but continued digital growth and opportunities in key advertiser categories offer reasons for optimism, according to BIA Advisory Services. In a post on the Radio Advertising Bureau's (RAB) "This is Radio" More