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Top Radio News
NAB Urges FCC to Modernize Local Ownership Rules
| RADIO ONLINE | Wednesday, December 17, 2025 | 2:06pm CT |
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The National Association of Broadcasters (NAB) has filed comments with the Federal Communications Commission (FCC) in the agency's 2022 Quadrennial Review, calling for the elimination or relaxation of long-standing local broadcast ownership limits, with particular emphasis on radio deregulation.
In its filing, NAB argues that existing local radio ownership caps no longer reflect today's media landscape, where broadcasters compete directly with unregulated audio platforms such as Spotify, Apple Music, Amazon, and SiriusXM. According to NAB, these digital services face no ownership restrictions and can reach national audiences, while local broadcasters remain constrained by rules adopted decades ago.
NAB maintains that the FCC should move away from blanket, pre-transaction ownership limits and instead rely on its existing authority to review individual broadcast transactions on a case-by-case basis. The organization stresses that removing ex ante rules would not eliminate FCC oversight, but would allow the Commission to better evaluate whether proposed transactions serve the public interest based on local market conditions.
The filing also contends that forcing broadcasters to operate under what it calls uneconomic ownership structures ultimately harms listeners by limiting investment, innovation, and the ability to expand or diversify local programming. NAB cites a recent BIA report indicating that loosening or eliminating local radio ownership caps could increase programming diversity, similar to the effects seen after Congress eased ownership rules in the 1996 Telecommunications Act.
In addition to radio, NAB reiterates its position that the FCC should take a comparable approach to its remaining local television ownership restriction, which generally limits station groups to two full-power TV stations per market. NAB argues that the same competitive pressures facing radio broadcasters apply to television, and that ownership rules should be modernized accordingly.
Following today's Senate Commerce Committee oversight hearing with Federal Communications Commission Chairman Brendan Carr, President and CEO of the National Association of Broadcasters, Curtis LeGeyt, issued the following statement: "Today's hearing underscored what local broadcasters have been saying for years: the rules governing television and radio ownership are badly outdated and no longer reflect the competitive realities of today's media marketplace.
"Local stations are competing every day against unregulated global tech and streaming giants that face none of the constraints imposed on broadcasters. That imbalance makes it harder for stations to invest in local journalism, weather coverage, emergency information and the live sports programming that communities rely on.
"We appreciate Chairman Carr's willingness to confront these issues head-on and his recognition that policymakers have the power to modernize the rules before more local voices are lost. NAB looks forward to working with Chairman Carr to strengthen local broadcasting, preserve competition and ensure communities continue to have access to trusted, local news and information."
Civic Media to Acquire WNOV 860, Milwaukee Courier
| RADIO ONLINE | Wednesday, December 17, 2025 | 3:16pm CT |
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Civic Media has agreed to acquire heritage Urban News/Talk WNOV (860/106.5) in Milwaukee along with the weekly Milwaukee Courier newspaper, assuming responsibility for station programming and newspaper publication on January 1.
As part of the transition, current WNOV owner Mary Ellen Jones will serve as a consultant, while Jerrel Jones will assist with the newspaper's transition. Civic Media also named Dr. Robert "Biko" Baker as Operations Manager for both properties, where he will oversee efforts to invest in journalism and programming serving Milwaukee's Black community. Baker is a civic engagement leader, political commentator, and former editor of The Source, with extensive experience in digital and community-focused initiatives.
WNOV was purchased in 1972 by Courier Communications Corporation, led by Dr. Jerrel Jones, becoming the first Black-owned radio station in Wisconsin and one of a small number nationwide at the time. The Milwaukee Courier has been published continuously since 1964 and has long served as a trusted voice in Milwaukee's Black community.
The transaction follows more than five decades of family ownership and the recent passing of Dr. Jones. The Jones family said it is entrusting Civic Media with continuing the legacy of service, journalism, and community connection established by the station and newspaper.
"My parents built The Milwaukee Courier and WNOV to give Milwaukee's Black community a voice when few existed," said Mary Ellen Jones. "Passing that responsibility forward was not taken lightly. Civic Media is committed to honoring that legacy while investing in the future of trusted media."
Civic Media CEO Sage Weil said the acquisition represents both an opportunity and a responsibility. "These are trusted institutions with deep roots in Milwaukee, and our role is to steward that legacy while investing in their future-modernizing operations, expanding digital reach, and ensuring they continue to serve the community with integrity," Weil said. He added that Civic Media, founded in 2022 as a public benefit corporation, is focused on supporting democracy through local journalism.
Earnestine Jones, widow of Dr. Jones, said the family believes Civic Media will continue the mission of providing accurate information and community representation. Jerrel Jones, who will consult on the Courier's digital transformation, said it was important to the family that both institutions continue to inform and uplift the community.
Earl Ingram, a longtime community member and host on Civic Media, said the transition marks a new chapter for WNOV, combining long-standing station staples with new voices. Chris Moreau, Civic Media Regional President for Southern Wisconsin, said the company is committed to providing the resources needed to support WNOV and the Milwaukee Courier across broadcast, digital, and print platforms.
Dan Bongino to Exit FBI, Signals Return to Radio
| RADIO ONLINE | Wednesday, December 17, 2025 | 7:57pm CT |
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Dan Bongino, previously one of the most prominent conservative spoken-word voices in U.S. media, has confirmed he will leave his role at the Federal Bureau of Investigation in January, a move that points to a potential return to national radio.
Bongino announced his departure Tuesday on social media platform X, thanking former President Donald Trump, Attorney General Pam Bondi, and FBI Director Kash Patel for the opportunity to serve. "Most importantly, I want to thank you, my fellow Americans, for the privilege to serve you," Bongino wrote.
Trump, who appointed Bongino as FBI deputy director earlier this year, said the decision was driven by Bongino's desire to return to broadcasting. Bongino had stepped away from his media duties after accepting the FBI post, including his syndicated radio show and podcast.
A former New York City police officer and U.S. Secret Service agent, Bongino served on presidential protection details for both George W. Bush and Barack Obama before transitioning into media. He has also mounted three congressional campaigns.
Prior to joining the FBI, Bongino hosted The Dan Bongino Show, syndicated nationally by Westwood One, and operated one of the most downloaded conservative podcasts in the U.S. Cumulus Media, which distributes Bongino's radio and podcast content, previously said it looked forward to welcoming him back following his government service.
Bongino's radio program debuted in May 2021 on 115 stations and grew to 356 affiliates, airing in nine of the top ten U.S. markets. His exit from the FBI clears the way for a possible return to radio stations nationwide, though no formal announcement about his broadcast plans has yet been made.
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MIW Sets Management 101 Leadership Webinar Jan. 15
| RADIO ONLINE | Wednesday, December 17, 2025 | 2:54pm CT |
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Mentoring and Inspiring Women in Radio (MIW) has announced an upcoming professional development webinar, Management 101: Becoming an Impactful Leader, scheduled for January 15 at 2pm ET.
The one-hour interactive session will bring together senior executives from across the audio and media industry to share practical leadership skills, modern management approaches, and insights for navigating ongoing digital and cultural change within radio and audio companies.
The panel will feature Erik Hellum, Chief Operating Officer of Townsquare Media Group; Dara M. Kalvort, Vice President of Digital Sales at StreamGuys; Kieran Geffert, Senior Vice President and Market Manager for Audacy San Francisco; and Mary Boyle, Vice President and General Manager of WGN Radio Chicago at Nexstar Media Inc.
Panelists will discuss what defines effective leadership in today's media environment, common challenges faced by new managers, strategies for leading teams through digital transformation, and how to balance empathy with accountability. The discussion will also address key performance indicators beyond ratings and revenue, the leadership skills expected to be critical over the next five years, and actionable steps for advancing individual leadership development.
The webinar aligns with MIW's mission to strengthen the next generation of radio leadership by providing access to mentorship, education, and professional support aimed at helping women advance into management and executive roles.
"We're thrilled to bring together such respected leaders to share their experience and guidance," said Sheila Kirby, MIW Board President. "Leadership is not a title, it's a practice. Our goal is to equip emerging and aspiring managers with the mindset and tools needed to lead with clarity, purpose, and impact."
Registration for the webinar is open here.
Study: 76% Buy After Podcast Host Recommendations
| RADIO ONLINE | Wednesday, December 17, 2025 | 3:09pm CT |
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A new study from Audacy Insights highlights the measurable impact audio creators have on consumer purchasing behavior, particularly in podcasting and radio. According to Audacy's Audio Creator Impact Study, 76% of podcast listeners say they have purchased a product or service after hearing a recommendation from a podcast host, underscoring the trust audiences place in creator-led audio advertising.
The research examines how creator-driven audio campaigns influence awareness, consideration, and conversions, finding that trusted hosts play a direct role in driving consumer action. Audacy notes that radio and podcast hosts are often perceived by listeners as familiar and credible voices, which increases the effectiveness of brand messaging delivered within audio content.
The study also points to what Audacy describes as a "halo effect" within podcast environments. Even ads that are not read by hosts perform better when placed within creator-led programming, benefiting from the trust and engagement hosts establish with their audiences. Audacy podcast listeners were found to be twice as likely to purchase products advertised on podcasts compared with the broader podcast listening population.
Audacy positions the findings as evidence that audio creators function as more than brand endorsers, acting instead as influential drivers of measurable outcomes. The company says the results reflect what advertisers are already seeing in campaign performance data, particularly when campaigns leverage established relationships between hosts and their audiences.
The Audio Creator Impact Study adds to a growing body of research suggesting that audio advertising -- especially within podcasts -- continues to be an effective channel for brands seeking both reach and conversion, supported by sustained listener trust and engagement.
Read the entire study here.
Saga Communications Repurchases 184,215 Shares
| RADIO ONLINE | Wednesday, December 17, 2025 | 3:53pm CT |
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Saga Communications has completed a privately negotiated stock repurchase, buying back 184,215 shares of its common stock for approximately $2.1 million, or $11.50 per share.
The repurchased shares represent about 2.8% of Saga's outstanding common stock, based on 6,556,621 shares outstanding as of December 11, 2025. Following the transaction, the shares were returned to treasury and are no longer outstanding.
Chief Financial Officer Samuel Bush said the repurchase reflects the company's approach to capital management and confidence in its long-term strategy. He noted that the transaction provides additional flexibility in managing Saga's capital structure while maintaining a focus on disciplined capital allocation.
KUNV Wins Beats Magazine Station of the Year Again
| RADIO ONLINE | Wednesday, December 17, 2025 | 2:28pm CT |
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Jazz KUNV (91.5) Las Vegas has been named Local Radio Station of the Year by Beats Magazine for 2025, marking the second consecutive year the station has received the honor and making it the first outlet in the award's history to win back-to-back.
The recognition also extends a broader streak for the station. KUNV was previously named Local Radio Station of the Year in 2024 and was also recognized in 2023, giving the UNLV-based station three wins in the past four years - another first for the award.
The honor is part of the Smooth Jazz Network's annual "Best Of" recognition, which begins with nominations from industry colleagues and peers, followed by public voting. For 2025, KUNV competed against smooth jazz stations from markets including Atlanta, New Orleans, St. Louis, and Florida.
Jason Beatty, Program Director and Operations Manager at KUNV, said the award reflects both industry respect and listener support. He noted that being nominated by peers and artists carries particular meaning, while the public voting component underscores the station's connection with its audience.
The award also highlights KUNV's role as a training ground for student broadcasters at UNLV's Hank Greenspun School of Journalism and Media Studies. Beatty said the recognition is especially meaningful for graduating students who can now list "Station of the Year" on their resumes.
Owned by the Nevada System of Higher Education Board of Regents, 91.5 KUNV Jazz & More Las Vegas operates from the University of Nevada, Las Vegas. The station has served the Las Vegas community for nearly 45 years, combining professional jazz programming with community engagement and hands-on student development.
Wave Partners With ''So True With Caleb Hearon'' Podcast
| RADIO ONLINE | Wednesday, December 17, 2025 | 2:34pm CT |
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Wave (Wave Sports & Entertainment) has announced a distribution, marketing, and advertising sales partnership with the comedy podcast "So True with Caleb Hearon." The first episode under the Wave banner premieres Thursday, December 18, with new episodes set to release weekly.
Hosted by comedian, actor, writer, and director Caleb Hearon, So True launched in February 2024. The podcast surpassed one million downloads within its first three months and has generated more than 43 million views on YouTube. The award-nominated show features Hearon's comedic commentary and conversations with guests from comedy, entertainment, and culture, including Rachel Sennott, Trixie Mattel, Brittany Broski, Paul F. Tompkins, and Ziwe.
Under the agreement, Wave will manage distribution, marketing, and advertising sales across podcast platforms, YouTube, and social media. The company will also support an upgraded build-out of the show's recording studio in New York City.
"The entire So True team is elated to bring Wave on board for this new chapter of our show," Hearon said in a statement.
Mack Sovereign, Chief Content Officer at Wave, said Hearon has built a highly engaged audience and called the podcast a strong addition to the company's growing comedy slate.
New episodes of So True with Caleb Hearon will be available weekly on YouTube, Spotify, Apple Podcasts, and other major podcast platforms.
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Howard Stern Reups SiriusXM Deal for Three More Years
| RADIO ONLINE | Tuesday, December 16, 2025 | 10:24am CT |
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Howard Stern has signed a new exclusive agreement with SiriusXM that will keep The Howard Stern Show on the platform for an additional three years. Stern announced the deal during his final broadcast of the year.
Stern told listeners he has found a balance that allows him to continue hosting the show while maintaining a more flexible schedule. He credited SiriusXM for accommodating the arrangement and said the decision was made with longtime co-host Robin Quivers' involvement.
"I still do love being on the radio," Stern said during the announcement, adding that he believes the program is "better than ever."
Stern is scheduled to return live on Monday, January 5. The Howard Stern Show airs on SiriusXM's Howard 100 channel and is also available on the SiriusXM app.
Bill Hess to Retire After 48 Years in Radio at WMAL
| RADIO ONLINE | Tuesday, December 16, 2025 | 3:46pm CT |
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Bill Hess, Program Director of WMAL-FM (NewsTalk 105.9) in Washington, DC, will retire from radio on December 31, concluding a 48-year career spanning on-air roles and senior programming leadership. Hess has served as PD of WMAL-FM for the past 15 years and previously held the role of VP of News/Talk for Cumulus Media, overseeing programming strategy for 43 News/Talk stations nationwide. He also served as OM for Cumulus in DC.
Prior to joining Cumulus, Hess was Senior Vice President of Programming for Air America Media and Regional Vice President of Programming for Capstar Broadcasting in the Stamford, CT-Westchester, NY region. His background also includes programming music stations such as WASH-FM and WBIG-FM in DC.
Hess began his radio career in 1977 as an on-air personality at WCBG in Chambersburg, PA, later spending five years at WBET-AM, WCAV-FM in Brockton, MA, where he advanced to Program Director.
Brian Philips, Chief Content Officer of Cumulus Media, said Hess played a key role in talent development and programming leadership, particularly during recent high-intensity news cycles, and noted his long-standing influence on the company's News/Talk operations.
Jeff Boden, Vice President and Market Manager for Cumulus Washington, DC, credited Hess with setting a high standard for leadership within the News/Talk format through his ability to attract and guide top talent.
Reflecting on his career, Hess said he was grateful for nearly five decades in radio, programming both music and spoken-word stations, and described his final 15 years at WMAL and Cumulus Media as a highlight of his professional life.
Netflix, iHeartMedia Strike Exclusive Video Podcast Deal
| RADIO ONLINE | Tuesday, December 16, 2025 | 10:32am CT |
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Netflix and iHeartMedia have announced a new exclusive partnership that will bring video versions of more than 15 iHeartPodcasts to Netflix, beginning in early 2026. Under the agreement, new video podcast episodes -- along with select library content -- will stream exclusively on Netflix in the U.S., with additional international markets planned later.
iHeartMedia will retain all audio-only rights, and the podcasts will continue to be distributed on iHeartRadio and other podcast platforms.
The initial lineup includes several of iHeartMedia's most prominent franchises, such as "The Breakfast Club," "My Favorite Murder," "Bobby Bones Presents: The Bobbycast," "Behind the Bastards," and "The Psychology of Your 20s." Comedy titles joining the deal include "Dear Chelsea" with Chelsea Handler and "This Is Important," hosted by "Workaholics" stars Adam Devine, Anders Holm and Blake Anderson.
Also included are podcasts spanning music, sports, history and culture, featuring talent such as Fat Joe and Jadakiss ("Joe and Jada"), Robert Evans ("Behind the Bastards"), and John Middlekauff ("3 and Out with John Middlekauff"), among others.
The move marks a significant expansion of Netflix's podcast strategy as the company continues to build out its video podcast offerings, while giving iHeartMedia a new distribution outlet aimed at reaching video-first audiences.
Audio Ad Measurement Tools Sharpen ROI Picture
| RADIO ONLINE | Tuesday, December 16, 2025 | 2:25pm CT |
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Matthew Schwartz, director of editorial and content development at ANA, outlines how new measurement tools are refining the value proposition of audio advertising in a Radio Matters blog post.
Audio advertising continues to gain momentum as improved analytics give marketers a clearer view of return on investment across AM/FM radio, streaming audio, and podcasts. Despite years of predictions about radio's decline, the medium has expanded alongside digital platforms, delivering broad reach at a lower cost per thousand than many linear and streaming options, even as audiences fragment.
Data from Edison Research shows AM/FM radio, including streaming, accounted for 66% of time spent with ad-supported audio among adults 25-54 in the first quarter of 2025. Podcasts captured 18%, streaming audio 12%, and satellite radio 3%. Radio's share ranged from 47% among adults 18-34 to 73% among listeners 35 and older.
Podcast advertising spending has also surged, tripling to $6 billion in the first half of 2025 compared with the same period in 2024, according to INCRMNTAL data cited by Emarketer.
Trust remains a core strength for audio. A Sounds Profitable study found consumers ranked podcasts and AM/FM radio tied for second in believability of ad claims at 48%, trailing only Twitch at 49%. The same research showed ad-supported podcasts outperforming social media platforms by an average of 10 percentage points in perceived credibility.
Industry leaders say audio's self-selected nature fosters deeper audience connections, benefiting advertisers through stronger affinity and engagement compared with algorithm-driven platforms.
Schwartz also highlights the importance of creative storytelling, citing a 2025 radio and podcast campaign for Carlitos Gardel Argentine Steakhouse in Los Angeles that used humor and narrative to build brand identity across SiriusXM, iHeart radio, and top podcasts. Success was measured not just in reach, but in listener recall and real-world response.
On the measurement front, radio faces a perception gap. Nielsen's 2025 Annual Marketing Report ranked AM/FM radio last in perceived effectiveness among CMOs, yet Nielsen data shows radio delivers the second-highest ROI at $2, behind only social media. Industry executives argue improved attribution tools are helping close that gap.
Executives at RAB, Cumulus Media | Westwood One, and iHeartMedia say these changes strengthen marketing mix modeling and better reflect radio's true impact. Improved data, paired with strong creative, positions audio as a more measurable and competitive part of modern media plans.
Read the full blog post here.
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Premiere Adds "Murphy, Sam & Jodi" to Syndicated Lineup
| RADIO ONLINE | Tuesday, December 16, 2025 | 10:44am CT |
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Premiere Networks has added "Murphy, Sam & Jodi" to its syndicated radio lineup, effective January 1, 2026. The program will continue to be offered to stations as a fully customizable five-hour weekday and Saturday show, designed to fit multiple dayparts and music formats including Mainstream AC and Classic Hits.
Currently airing on nearly 90 affiliates nationwide, "Murphy, Sam & Jodi" features husband-and-wife hosts Murphy and Jodi alongside longtime friend Sam. The show blends pop culture, everyday life, and humor, built around the trio's on-air chemistry and conversational style.
Murphy said the team is "super excited and appreciative" of Premiere Networks' support, while Jodi added, "I'm pinching myself." Sam joked, "What she said!"
Julie Talbott, President of Premiere Networks, said the show has developed a strong brand based on authentic connection and consistent audience appeal. She noted that the company plans to expand the program to additional stations and listeners in the coming years.
Urban One Completes Debt Exchange and Tender Offers
| RADIO ONLINE | Tuesday, December 16, 2025 | 10:48am CT |
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Urban One Inc. announced the expiration and final results of its previously disclosed exchange, tender and subscription offers involving its outstanding 7.375% Senior Secured Notes due 2028.
As of 5pm ET on December 15, eligible holders tendered approximately $476.0 million in principal amount of the existing notes, representing about 97.6% of the total outstanding. The transactions included an offer to exchange existing notes for newly issued 7.625% Second Lien Senior Secured Notes due 2031 and cash, a cash tender offer capped at $185.0 million in principal amount, and a subscription offer for up to $60.6 million of new 10.500% First Lien Senior Secured Notes due 2030.
Approximately $475.5 million of existing notes were tendered into the cash tender offer, resulting in oversubscription and proration. As a result, Urban One waived the TSA minimum participation condition outlined in the exchange offering memorandum.
Holders outside of the company's supporting noteholder group subscribed to about $4.4 million of the new first lien notes prior to the expiration date. Under a transaction support agreement dated November 14, supporting noteholders are expected to backstop and purchase the remaining $56.2 million of the subscription offer.
Urban One also confirmed that it received the required consents to amend the indenture governing the existing notes. The amendments eliminate most restrictive covenants, modify certain default and change-of-control provisions, release guarantees, and remove liens on collateral securing the existing notes. A supplemental indenture reflecting those changes was executed on December 3, with the amendments set to become effective upon settlement of the offers.
Settlement is expected on or around December 18, subject to customary conditions, including performance by the supporting noteholders and the refinancing or lender consent related to the company's asset-based lending facility.
Moelis & Company served as financial advisor and dealer manager for the offers, while D.F. King & Co. acted as exchange and information agent. The new notes were offered only to qualified institutional buyers and certain non-U.S. investors and were not registered under U.S. securities laws.
Blue Wire Taps Magellan AI to Win New Podcast Ad Deals
| RADIO ONLINE | Tuesday, December 16, 2025 | 2:50pm CT |
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Podcast network Blue Wire is using data-driven sales intelligence from Magellan AI to sharpen advertiser pitches and drive new business as its network continues to scale.
Founded in 2019, Blue Wire has grown from a small group of regional sports podcasts into a national network of more than 200 creator-led shows, reaching roughly 20 million monthly listeners and viewers across audio and YouTube. As the network expanded, its sales team needed better visibility into advertiser activity and stronger audience proof to support pitches.
According to a new Magellan AI case study, Blue Wire adopted the platform to identify active advertisers, prioritize outreach, and turn competitive intelligence into revenue opportunities
The platform allows the team to track which brands are spending in sports podcasting, when they are active or inactive, and how they position their creative across the category.
Audience data has also become a core part of Blue Wire's sales strategy. Audience indexing insights now appear in about 25% of the network's pitches, helping the sales team validate audience fit and respond to detailed RFP questions. In one example cited in the study, Blue Wire demonstrated that its listeners index 21% higher for travel interest than the average podcast audience.
The impact has translated into measurable results. Using Magellan AI's competitive intelligence tools, Blue Wire converted several newly identified advertisers into high-value partnerships, including a lifestyle brand deal that closed at a low six-figure level and ranked as one of the company's biggest wins of the year.
Magellan AI has also become a company-wide resource, with roughly 90% of Blue Wire staff using the platform in their workflow. Leadership described the tool as "like another employee," highlighting its role in speeding up planning, prospecting, and pitch development.
As podcast networks compete for advertising dollars, the case study positions Blue Wire as an example of how audience-backed insights and competitive intelligence can strengthen sales narratives and unlock new revenue.
Download the Magellan AI case study here.
Cumulus Launches Classic Country on 93.3 HD2 in DFW
| RADIO ONLINE | Monday, December 15, 2025 | 2:24pm CT |
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Cumulus Media has launched a new Classic Country outlet in Dallas-Fort Worth with the debut of Country Legends & Texas Classics 93.3 HD2 on KLIF-HD2. The HD2 channel began broadcasting at noon Central Monday, opening with George Strait's "Does Fort Worth Ever Cross Your Mind."
The new format focuses on Country music from the 1970s and 1980s, targeting listeners with a playlist built around established artists from the era. The station's core lineup includes music from George Strait, Willie Nelson, Alabama, Dolly Parton, Johnny Cash, Randy Travis, Alan Jackson, and Reba McEntire, among others.
Country Legends & Texas Classics 93.3 HD2 becomes Cumulus Media Dallas' third Country outlet, complementing existing DFW stations KPLX (99.5 The Wolf) and KSCS (New Country 96.3). The company says the launch expands its Country offerings in the market while providing an additional option for fans of classic-era Country music.
Dan Bennett, Regional Vice President for Cumulus Dallas, said the new HD2 outlet reflects the company's continued investment in the Country format in Texas, adding that it broadens the group's overall Country presence across the Dallas-Fort Worth area.
Top Five Audio Insights Drove 2025 Blog Engagement
| RADIO ONLINE | Monday, December 15, 2025 | 2:45pm CT |
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As 2025 draws to a close, the Cumulus Media | Westwood One Audio Active Group is looking back at the blog posts that generated the strongest reader engagement this year, highlighting five audio-related insights that resonated most with advertisers, agencies, and marketers.
The fifth most-read post focused on the cost of ineffective creative, drawing on research from System1 and marketing effectiveness leaders Adam Morgan, Jon Evans, and Peter Field. The analysis found that dull or uninteresting advertising requires between two and 2.6 times more media spending to deliver the same impact as engaging creative, underscoring the financial penalty brands face when creative execution falls short.
Ranking fourth was a long-running study of podcast advertising sentiment conducted with Advertiser Perceptions. Updated annually since 2015, the June 2025 edition showed advertiser and agency podcast usage and spending intentions reaching an eleven-year high, reflecting continued momentum for the medium among buyers.
The third most popular post challenged widely held assumptions about AM/FM radio. Drawing on data from Nielsen, LeadsRx, and Edison Research, the analysis addressed eight common misconceptions about radio audiences and performance, contrasting prevailing industry beliefs with measured audience behavior and outcomes.
Second on the list was the release of the Creative Best Practices Handbook. Compiled from years of audio ad testing conducted with firms including ABX, Veritonic, and System1, the handbook consolidated creative and effectiveness learnings into a practical guide aimed at improving audio advertising performance.
The most-read blog post of the year examined podcast consumption habits amid the rise of video. Based on findings from the Cumulus Media and Signal Hill Insights Podcast Download - Fall 2025 Report, the post showed that audio remains the dominant mode of podcast consumption, with 92% of respondents saying they primarily "listen" to podcasts despite increased video availability.
The blog is authored by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group.
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