Westwood One/Advertiser Perceptions Study Shows Brand, Agency Discussion, Usage Of Podcasts Up

Podcasts Make Inroads

WESTWOOD ONE will release its "WESTWOOD ONE Podcast Download -- FALL 2019 Report" on WEDNESDAY (10/16) at the IAB's Podcast Upfront 2019. The study, in its third year, includes data on listener demographics, content preferences, platform usage, listening trends, and opinion of podcast advertising.

In advance of the report, WESTWOOD ONE's PIERRE BOUVARD, at the syndicator's blog, posted some data from WESTWOOD ONE's latest brand and agency podcast sentiment report conducted with ADVERTISER PERCEPTIONS in MAY. Among the highlights, the number of advertisers considering podcast advertising flattening at 42% (from 43% a year earlier); the percentage of advertisers and marketers discussing the potential of podcast advertising up from 70% to 75% year-to-year and up from 41% from the first survey in SEPTEMBER 2015; 39% of respondents said they were currently advertising in podcasts, up from 32% a year earlier; and podcast advertising growing 2.5x from SEPTEMBER 2015.

Read the post here.

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