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.

Don Lemon, Journalist Georgia Fort Arrested Over Protest Don Lemon Former CNN anchor Don Lemon and Minnesota independent journalist Georgia Fort were among four people arrested by federal agents in connection with a protest that disrupted a church service in St. Paul, Minnesota, according to statements from the U.S. Department of Justice and multiple media reports. U.S. More

KIRO Newsradio Adds Chad Benson to Weeknight Lineup Chad Benson KIRO Newsradio Seattle has announced the addition of The Chad Benson Show to its weekday schedule, beginning Monday, February 2. The program will air Monday through Friday from 7-10 p.m. KIRO said the move strengthens its evening news and talk offerings, bringing a nationally syndicated host known for More

Tom Donahue Remembers Talk Radio Pioneer David Gold David Gold Veteran talk radio host and programmer Tom Donahue is remembering the late David Gold, a pioneering conservative talk radio voice whose influence stretched across decades and markets. In a personal tribute, Donahue reflects on Gold's openness to ideas, his willingness to tackle controversial topics, and the More

CRS 2026 Unveils Three-Day Research Lineup CRS 2026 Country Radio Seminar (CRS) has announced a trio of research presentations set for CRS 2026, reinforcing its focus on delivering actionable audience insights to the country radio and music industry. Taking place March 18-20, CRS 2026 will feature a different in-depth research project each day, offering More

Radio Hall of Fame Opens 2026 Nomination Process Radio Hall of Fame The Museum of Broadcast Communications has announced that the Radio Hall of Fame Nominating Committee will begin accepting suggestions for the 2026 induction class starting Sunday, February 1. The nomination window will remain open through Tuesday, March 31 at 11:59pm PT. More

FCC Codifies Foreign Ownership Review Rules Federal Communications Commission (FCC) The Federal Communications Commission (FCC) has formally codified its foreign ownership review requirements, aiming to preserve national security safeguards while providing clearer, more consistent guidance for foreign investment in FCC-licensed entities. Adopted by Report and Order on January 29, the More