Nielsen/Westwood One Studies On-Demand Listening

Studies On-Demand Listening

WESTWOOD ONE and NIELSEN collaborated on a custom study to measure the audiences for local on-demand content from the CUMULUS MEDIA owned-and-operated stations, as well as national on-demand content from WESTWOOD ONE shows. The survey set out to find who the growing audience is for on-demand audio -- portions of AM/FM shows that are repurposed for post consumption via online platforms.

“It’s hard to believe, but this is the first-ever study of the demographic profile of on-demand radio content," CUMULUS MEDIA EVP/Corporate Marketing and WESTWOOD ONE Pres. SUZANNE GRIMES said. "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 include:

• 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 eight years younger than the AM/FM audience, and the sports audience is seven 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" and KABC/LOS ANGELES' "DR. DREW Midday Live," among others. 

To read the complete blog on the research, go here. 

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