Home Login RADIO ONLINE RSS Facebook
Advertisement

Two New Studies Reveal Growing Interest in Cryptocurrency


Cumulus Media
Cumulus Media

Two new studies commissioned by the Cumulus Media | Westwood One Audio Active Group reveal a growing consumer interest in cryptocurrency. The first study was conducted by MARU/Matchbox in January 2022 among 1,023 average Americans. The second study was completed by MESH Experience in December 2021 on behalf of a major financial firm focused on high investable asset individuals who have at least $500,000 of investments. This week's blog outlines the key findings.

  • 26% of Americans have researched using cryptocurrency as a form of investment; The 21% of Americans who intend to invest in the next six months skew male, 18-49, and over index on podcasts, social media and AM/FM radio.

  • Among individuals with $500,000 of investable assets, cryptocurrency intenders skew young: 57% of crypto intenders who are high investable asset consumers are 35-54.

  • Crypto intenders who are among the high investable asset segment over index on AM/FM radio and are far less likely to be TV viewers. MESH Experience finds that high investable asset consumers who intend to invest in crypto are much more likely to be employed.

  • 19% of Americans say they are extremely or very familiar with cryptocurrencies such as Bitcoin and Ethereum: Podcast listeners (31% extremely/very familiar), heavy AM/FM radio listeners (25%), and heavy social media users (24%) show greater awareness than the total U.S.

  • Robinhood, Coinbase and Crypto.com are the three best known cryptocurrency exchanges with stronger awareness among social and audio listeners.

  • Risk is the biggest reason people don't plan to invest: Advertising copy for TV and AM/FM radio needs to acknowledge risk concerns.

  • Current crypto media plans are split between TV and social media. Based on the media habits of crypto intenders, the optimal media plan allocation is social (43%), audio (37%) and TV (19%).

  • The leading podcast genres for crypto media plans include News/Current Events, Sports, Music, Entertainment/Culture, Politics, and Comedy.

  • Male-skewing formats such as News/Talk, Rock, and Classic Rock make up the top three AM/FM radio programming formats for a crypto buy; closely following in allocation are Top 40, R&B & Hip Hop, Oldies Classic Hits, Adult Contemporary, and Sports.

Advertisement

Latest Radio Stories

Cumulus Sues Nielsen Over Alleged Ratings Monopoly
Cumulus Media and Nielsen
Cumulus Media and Nielsen
Cumulus Media has filed a federal antitrust lawsuit against The Nielsen Company, accusing the ratings giant of abusing its market dominance to force broadcasters into buying unwanted data and suppressing competition in the radio audience measurement industry. The complaint, filed October 16 in the U.S. More

MRC Revokes Nielsen Accreditation in Seven Markets
Media Rating Council (MRC)
Media Rating Council (MRC)
The Media Rating Council (MRC) has revoked accreditation for Nielsen Audio's diary ratings service in seven additional markets, part of its most recent round of audit decisions covering July through September 2025. According to the MRC's October 16 report, accreditation was withdrawn for the following More

NPR Pioneering Journalist Susan Stamberg Dies at 87
Susan Stamberg
Susan Stamberg
Susan Stamberg, a trailblazing journalist who helped shape National Public Radio from its earliest days and became the first woman to anchor a nightly national news program, died Thursday, October 16. She was 87. Stamberg joined NPR in the early 1970s, just as the network was taking shape, and quickly More
Advertisement

Rogan, Crime Junkie Lead Edison's Q3 Top 50 Podcasts
Edison Research
Edison Research
Edison Research has released its list of the Top 50 Podcasts in the U.S. for the third quarter of 2025, ranking shows by audience reach among weekly podcast consumers aged 13 and older. The findings are based on Edison Podcast Metrics, which measures total audience reach in both audio and video formats. More

Alt 105.1 Ends Syndicated Mornings, Adds Kenzie Live
Kenzie
Kenzie
After six years of syndicated morning shows, Connoisseur Media's Alternative WGHL (Alt 105.1) Louisville is changing course. The station announced it will drop Premiere Networks' The Woody Show in favor of a local, music-focused morning presentation beginning Monday, October 20, hosted by current midday More

Eric and Julianne Worden Exit Sinclair Norfolk
Eric & Julianne Worden
Eric & Julianne Worden
Longtime Norfolk radio personalities Eric and Julianne Worden have exited Sinclair Communications following a round of budget cuts impacting multiple staff members. Alternative WROX-FM (96X) Program Director and afternoon host Nick Chappell will assume mornings replacing Eric at WNOB. Eric Worden, a More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement