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.

Ruth Presslaff Named MIW 2026 Trailblazer Ruth Presslaff Mentoring and Inspiring Women in Radio has named Ruth Presslaff as the recipient of its 2026 Frances Preston Trailblazer Award, recognizing her leadership and long-standing contributions to advancing women in radio. The honor, MIW's highest accolade, was presented during the NAB Show 2026 on April 20. More

Trusty Highlights Broadcasters' Public Interest Role FCC Commissioner Olivia Trusty At the NAB Show 2026, FCC Commissioner Olivia Trusty outlined her vision for how broadcasters can fulfill the long-standing "public interest" standard, emphasizing localism, accountability and the need for updated policies in a rapidly evolving media landscape. In remarks titled "Finding the Angel of the More

Aaron Miller Returns to CMG Tampa as Director of Sales Aaron Miller Cox Media Group (CMG) Tampa has named Aaron Miller Director of Sales, marking his return to the organization. Miller rejoins CMG from Audacy and previously worked with CMG Tampa, where the company says he developed strong ties to the local market and client base. In his new role, Miller will oversee the More

Westwood One Blog Outlines AI Best Practices Cumulus Media | Westwood One A new blog post from Cumulus Media's Westwood One Audio Active Group highlights how local advertisers can more effectively use artificial intelligence tools to guide media planning and buying decisions. Authored by Cumulus Operations President Bob Walker, the piece emphasizes that AI platforms require a More

Talent Farm Adds Five New 24/7 Radio Formats Talent Farm Talent Farm has expanded its syndication portfolio with the launch of five new 24/7 radio formats, offering affiliates additional programming options across multiple high-demand music genres. The new formats -- "The Harbor" (Yacht Rock & Smooth Classics), "The Coast" (Classic Alternative), "The Boombox" More

KUNV/LAs Vegas Marks 45 Years, Nears $45K Drive Goal KUNV-FM/Las Vegas KUNV 91.5 FM in Las Vegas is celebrating its 45th anniversary, highlighting decades of student-driven broadcasting while nearing its fundraising goal during its Spring Membership Drive. The station, licensed to University of Nevada, Las Vegas, is approaching its $45,000 target, boosted by a special live More