45%: The one podcast number that has every personality’s attention

There is one number in Edison Research’s “Share of Ear” study that has the attention of every AM/FM radio personality. 45%. That’s podcasts’ share of time spent with personalities/talk audio content.

Of all time spent with personality/talk audio, 45% occurs via podcast. For AM/FM radio personalities that means it is time to develop a podcast strategy.

Podcasts’ share of personalities/talk audio time spent is a whopping 67% among adults 18-34, 51% among adults 25-54, and 40% among adults 35-64. Personality shows need a multiplatform strategy to capture sufficient shares of audio time spent.

New study: How much listening to major national personalities occurs via AM/FM radio and podcasts?

To understand which platforms audiences use to listen to major national talk personalities, Westwood One retained MARU/Matchbox to survey 1,501 U.S. adults 18+ on their listening habits to major national personalities in February 2022.

Among those who listened to Dan Bongino in the past month, 51% only listened on AM/FM radio, 40% listened only via podcast, and 9% listened both on AM/FM radio and via podcast

Across five major national News/Talk programs, 91% to 94% of the audience listens to either the AM/FM radio program or the podcast, but not both

Personalities like Dan Bongino who launched first on podcasts have a higher proportion of their audience who only listens via podcast.

Of the News/Talk national shows that launched in 2021, Dan Bongino leads in awareness and favorability

Among total U.S. adults and frequent/occasional News/Talk listeners, Dan Bongino leads in awareness. Bongino was a major podcast and cable TV star, helping the launch of his AM/FM radio show.

A greater proportion of Americans rate Dan Bongino as excellent/good

Dan Bongino has strong audience favorability as well. This advantage occurs among News/Talk listeners and total U.S. adults.

Key takeaways:

• Of all time spent with personality/talk audio content, 45% occurs on podcasts and 43% is on AM/FM radio. AM/FM radio personalities need a multiplatform distribution strategy to capitalize on the tremendous time spent with podcasts.
• Marketers who utilize both of a personality’s podcast and AM/FM radio platforms generate significant incremental reach as the vast majority of audiences only listen via one platform. Across five major national News/Talk programs, 91% to 94% of the audience listens to either the AM/FM radio program or the podcast, but not both.
• Among those who listened to Dan Bongino in the past month, 51% only listened on AM/FM radio, 40% listened only via podcast, and 9% listened both on AM/FM radio and via podcast.
• Personalities who launched first on podcasts have a higher proportion of audience that only listens via podcast.
• After nearly one year of his AM/FM radio program, compared to the other News/Talk shows that launched in 2021, Dan Bongino leads in awareness among U.S. adults (40%).
• A greater proportion of Americans rate Dan Bongino as excellent/good (24%) compared to other News/Talk shows that launched in 2021.

Pierre Bouvard is Chief Insights Officer at Cumulus Media | Westwood One and President of the Cumulus Media | Westwood One Audio Active Group^®.

Contact the Insights team at CorpMarketing@westwoodone.com.