Results of WWO’s Podcast Download Fall 2019 Report. This third annual fall study looks into the audience and advertiser trends for podcasts. Cumulus Media’s Westwood One conducted the study in conjunction with consumer research firm MARU/Matchbox. It was fielded online late this summer using a nationally representative sample of 601 respondents over the age of 18 who listened to at least one hour of podcasts within a week. WWO president Suzanne Grimes says, “On the audience side, our latest study finds the majority of new podcast listeners are women and that there is a disconnect between smart speaker ownership and smart speaker usage for podcast. For advertisers, it’s important to understand that podcast ad preferences for the industry and listeners are at a crossroads – listeners want host-read ads, while the use of traditional pre-produced ads is growing.” The study found that compared to July 2017, weekly female podcast listeners are spending +23% more time with podcasts. It also learned that podcast events are a huge growth opportunity for content providers and advertisers. “Podcast listeners are willing to travel, intend to go to more events, and are open to spending. These podcast event-goers skew male, Millennial 18-34, and are heavy podcast and audio users. One out of five heavy podcast listeners (19%) reported attending a live podcast show. 52% of podcast event-goers are willing to travel over 25 miles to see a live show.” However, the study also reveals that while smart speaker ownership has increased, “there is little podcast listening on smart speakers…although podcast listeners are 33% more likely to own a smart speaker, their device ownership is not translating into smart speaker podcast listening. From 2017 to 2019, the number of weekly podcast listeners who use smart speakers to listen to podcasts only grew from 16% to 18%.” See more here.
Advertiser Sentiment Study Shows Positive Trends in Podcast Advertising. In more podcast-related news and in advance of today’s IAB Podcast Upfront taking place in New York City today (10/16), Westwood One commissioned a study by Advertiser Perceptions to get a handle on podcast advertising sentiment among agencies and advertisers. The study compares results from the first questionnaire of some 300 agency and marketer respondents in 2015 with this year’s responses. It indicates that the number of advertisers considering podcast advertising this year is holding steady compared to 2018, with 42% of agencies and marketers definitely considering podcast ads in the next six months. That’s up from the 18% considering podcast advertising in September of 2015. As far as actual usage goes, 39% of agencies and marketers are currently advertising in podcasts, up from 32% in May 2018 and up from 15% in September of 2015. See the Westwood One blog post here.
iHeartMedia’s KFI, Los Angeles and Voice Coach Roger Love Launch Podcast. A new iHeartRadio Original Podcast is being launched by iHeartMedia’s KFI, Los Angeles and renowned voice coach Roger Love. Titled, “Love Your Voice,” the program is designed to “take listeners on a journey to discover how their voice can positively affect all aspects of their life, from personal to business. Using real life examples, and with the help of some of his celebrity students like actor Eric McCormack, host Roger Love will help listeners ‘Love Your Voice,’ and then use that voice to change their life.” Love says, “Our voice tells people a lot about us. From breathing to melody and tone, your voice can determine the quality of your life and how much success you achieve. In this new podcast, I’ll take my more than 30 years of experience with singers, actors, actresses, and public speakers and teach you how subtle changes to the way you breathe and speak can change your voice for the better.”
TALKERS News Notes. “The Breakfast Club” star Angela Yee is the guest on the first episode of the Premiere Networks and Dr. Dave Creative Entertainment podcast called, “The Spirited Actor.” The program is hosted by world-renowned casting director and celebrity acting coach Tracey Moore. On the show, Moore welcomes celebrities, actors, and industry insiders to discuss the challenges, obstacles, and truths about working in show business. Yee appears on the podcast to talk about her work as a transitional actor…..The ABC News Investigative Unit and ABC Audio are producing a new podcast titled, “Have You See This Man?,” hosted by “The View” co-host Sunny Hostin with ABC News’ senior investigative reporter Matthew Mosk. As the title implies, it investigates the cases of most-wanted criminals in the U.S. and the first two episodes focus on convicted murderer Lester Eubanks, who’s been on the run for more than 45 years. The podcast reveals Eubanks’ crimes and prison escape and features exclusive interviews with key players who knew both Eubanks and his victim. Listeners are encouraged to provide tips on Eubanks’ whereabouts to the U.S. Marshals.
Democratic Debate/2020 Presidential Race, Impeachment Inquiry, Ukraine Controversy, U.S. Pulls Out of Syrian Conflict, Catch and Kill Book, U.S.-China Relations/Hong Kong Bill, and Brexit Among Top News/Talk Stories Yesterday (10/15). Last night’s Democratic debate and the 2020 presidential race; the Democrats’ impeachment inquiry against President Trump; the controversial Ukraine dealings involving Hunter and Joe Biden and Trump attorney Rudy Giuliani; the state of the war in Syria after the U.S. withdrawal; the controversy surrounding Ronan Farrow’s Catch and Kill book; the trade negotiations between the U.S. and China and the Hong Kong bill making its way through congress; and the U.K.’s Brexit procedure were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.
Music Radio News and Career Moves. Air personality Karina Farias is promoted to program director for Bonneville’s classic rock KUFX, San Jose “98.5 KFOX.” She’s been a weekend personality at sister adult contemporary KOIT, San Francisco. Director of programming and operations Brian Figula states, “Karina has quickly elevated our music and programming initiatives for both KUFX and KOIT. Her passion, commitment, and digital talents will reinforce the market-leading classic rock position we have on 98.5 KFOX. Nobody deserves this opportunity more than Karina.”…..Bustos Media Holdings closes on the acquisition of KRCW-FM, Royal City, Washington (in the Tri-Cities market) from Farmworkers Educational Radio Network, Inc. The station airs a regional Mexican format.