Study: Podcasts Monthly Reach Hits 44%, Up From 32% in 2019

RADIO ONLINE | Monday, February 17, 2020

Westwood One

Westwood One has released a new study of advertisers and agencies in the podcast space. 95 executives from all parts of the podcast ecosystem completed an online survey in early February on measurement, attribution, ad tech, and what's needed for podcasting to become a $2 billion advertising medium.

Here are the key findings:

• Podcast measurement and attribution rate poorly according to brands and agencies. Still, there is hope on the horizon. Two out of five say things are getting better.

• Better measurement, attribution, bigger shows, and bigger brands are what's needed for podcasting to crack $2 billion in ad spend.

• A monthly reach of 44%, up from 32% in 2019, is seen as a tipping point to a step up in spend.

• The consensus on a good podcast test buy is 105 ads in 5 podcasts over 7 weeks. A test buy of one ad a month is marketing malpractice.

• Attribution services rate well and should expect greater usage. Newly launched measurement solutions need time to be understood and tested.

Cumulus Media Hit with Layoffs, Furloughs and Pay Cuts Like many other companies in the industry, Cumulus Media finds itself instituting layoffs, furloughs and pay cuts due to the financial impact of the COVID-19 pandemic. Yesterday, in a videotaped message to employees. Cumulus CEO Mary Berner laid out More

AMPG Names Duchesne Drew President of MPR Division Duchesne Drew After an extensive national search, Jon McTaggart, president and CEO of American Public Media Group (APMG) and CEO of Minnesota Public Radio (MPR), today announced that Duchesne Drew has been named president of MPR effective May 4. Drew will lead More

Memo Details Radio One, Reach Media Layoffs, Furloughs Radio One In the midst of the COVID-19 outbreak, Radio One and Reach Media sent employees a memo concerning layoffs at the Urban radio broadcaster. Many sales and promotions positions are the most affected including some air personalities. Here's the entire More

Voxnest's Podcast Platform Spreaker Integrates With Nielsen Voxnest Voxnest has signed a new agreement with Nielsen for the use of Nielsen Audience Segments. Under the deal, both advertisers who utilize Voxnest Audience Network and podcast publishers on Voxnest's Spreaker will utilize the integrated data in order to More

iHM & Aaron Mahnke Extend Partnership for Podcast Development< iHeartMedia has announced a multi-year extension to the iHeartPodcast Network's exclusive partnership with esteemed author and podcast creator, Aaron Mahnke. The deal includes two more years of new content for the popular "Cabinet of Curiosities," More

Triplett Broadcasting Co-founder Robert Triplett Dead at 97 Robert "Bob" Triplett Radio Online is saddened to report the death of Robert "Bob" Triplett who died this past Sunday at the VA Medical Center in Chillicothe, Ohio. He was 97. A life-long resident of Ohio, Bob had a multitude of accomplishments in his life. He was the More