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.

Radio Hall of Fame Announces 2026 Nominees Radio Hall of Fame The Museum of Broadcast Communications has announced the 24 nominees for the 2026 Radio Hall of Fame class. Nominees were selected by the Radio Hall of Fame Nominating Committee, with input from both industry professionals and listeners. Voting will begin April 24 and run through More

Study: AM/FM Dominates Honda Drivers' Audio Time Cumulus Media | Westwood One A new blog post from the Cumulus Media | Westwood One Audio Active Group highlights how artificial intelligence can assist local advertisers in media planning, while also pointing to new data showing the continued dominance of AM/FM radio among auto buyers. The report, citing findings from Edison More

V-103 Atlanta Unveils New On-Air Lineup Francesca Amiker WVEE-FM (V-103) in Atlanta has announced a series of programming changes beginning May 11, highlighted by new talent additions and expanded roles across its weekday and weekend lineup. Four-time Emmy Award-winning broadcaster Francesca Amiker (pictured) will join "The Big Tigger Morning Show" as co-host, More

Scripted ''American Afterlife'' Podcast Debuts American Afterlife Benztown + McVay Podcast Networks has launched "American Afterlife," a cinematic podcast adaptation of the bestselling novel by Pedro Hoffmeister, produced in partnership with William Stuart and Aurora Productions. The scripted series is set after a catastrophic earthquake in More

Cumulus Names Bill Smith VP/Market Mgr in Oxnard Bill Smith Cumulus Media has appointed William E. "Bill" Smith as Vice President and Market Manager for its Oxnard-Ventura, CA, operations. Smith joins Cumulus from American General Media, where he served as General Manager of its Bakersfield stations. His previous experience includes roles as Local Sales Manager for More

Gator Harrison Named K-LOVE Chief Media Officer Gator Harrison K-LOVE has named Gator Harrison as Chief Media Officer, overseeing the K-LOVE and Air1 radio networks, as well as live events and partnerships. Harrison joins the organization after a nearly 40-year career in radio, most recently serving as Senior Vice President of Programming at iHeartMedia. His background More