Cumulus Media | Westwood One AudioActive Group Blog Post: Advertiser Perceptions Indicate National Marketers Are Bullish On The Economy – New Product Launches Are At Record Highs And Ad Spend Will Increase
A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. Each month, Advertiser Perceptions, a leader in providing research-based strategic market intelligence for the advertising and ad tech industries, surveys 300 executives involved in media brand selection decisions who will spend a minimum of 1 million dollars in ad spend over the next 12 months. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings, examining the outlook national marketers have on the economy:
• Nearly half of marketers say the economy will grow in the coming year, a record high
• There has been a reduction in perceived negative impact of macroeconomic conditions
• The recession that never came; Marketers shake off the dire predictions of 2022 and 2023
• Increasingly, brands and media agencies report the U.S. GDP will impact ad budgets
• 37% of buy-side 2025 ad budgets will be bigger; 53% will stay the course
• Advertiser optimism was higher as of December 2024 than it had been a year earlier
• 2025 new product launches will hit all time high
• All forms of audio see increased ad spending intentions
• Prophet survey of advertisers reveals top-performing marketers consider brand building as a crucial driver of short-term impact
Check out this week’s Cumulus Media | Westwood One Audio Active Group® blog post here.
To view an 11-minute video of the key findings, click here.
12 years with the station. A report in The Chattanoogan says that Joyce, who hosted the late morning “Brian Joyce Unfiltered” program, “parted ways” with the station last week. Joyce joined WGOW in 2012 and became part of the morning drive show in 2018, alongside Jim Reynolds and Kevin West. In 2023, Cumulus retooled the morning show bringing Jed Mescon aboard to co-host with Reynolds and Joyce moved to the late morning slot. 
from 4:00 pm to 6:00 pm. In 2022, the Lutzes moved to the 2:00 pm to 4:00 pm slot to better accommodate their schedules. Bob Lutz is the founder and executive director of the League 42 baseball league that serves inner city and low-income youths, and Jeff Lutz is a full-time digital producer at KWCH-TV, Wichita. In late 2024, KFH notified the duo that it wanted to move the syndicated Jim Rome show into their time slot and move them to the 5:00 pm to 7:00 pm slot. The two tried to produce the show earlier in the day to air at 5:00 but Bob Lutz tells the Eagle that not speaking live with callers took the fun out of the show. 
It says, “BIA will share radio ad forecasts to offer a clearer picture of what’s in store this year and which verticals are ready to spend in 2025. The advertising landscape keeps shifting, and we’re here to make sense of it all.” 
platforms that emphasize conversation and create a sense of connection. To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” The study notes that social media apps have become a haven for Black consumers – Black adults overall spend more time scrolling than their peers. Black millennials (between 18 and 34-years-old) spend the most time on social media among all adults by almost an hour per week. Black adults also have high engagement with radio and podcasts. Radio averages the same as TV in weekly reach with Black adults – each medium reaches 27 million Black adults on average. 
decided they didn’t want to call it quits and began formulating a plan to take their talents to the digital realm. According to a report in the Des Moines Register, they are launching the streaming program “The Rush” today (1/27). The 6:00 am to 8:00 am show streams live on YouTube, X/Twitter, Facebook and other social media platforms five days per week. The duo survived a round of layoffs in 2020 after their program was canceled but listener blowback caused management to bring them back. 
Don McLean recalls the newspaper headline on February 3, 1959: “Three Rock’n’roll Stars Killed in Plane Crash.” He says, “I cried,” telling AARP Magazine that, years later, “I had my tape machine on, and this song just came out of me: ‘A long, long time ago, I can still remember how that music used to make me smile…’”
(distributed by Premiere Networks) which runs two hours per day, five days per week on stations across the nation, is one of the most innovative and well-received syndicated talk radio shows (as well as podcasts) to come down the pike in many years. It is described by Habeeb as follows: “There’s no debate or opinion. No 
politics. No news. Just stories that bring people together around common values, themes, and the founding principles and ideals of our nation. Stories that create a space for listeners to escape the news and noise of the day and be moved and informed. To listen and learn.” Habeeb’s talk show credentials are formidable. He co-founded Laura Ingraham’s national radio show in 2001, moved to Salem Media in 2008 as VP of content, and launched “Our American Stories” in 2016. He’s a University of Virginia Law School graduate, a Newsweek essayist, and lives in Oxford, Mississippi with his wife Valerie and daughter Reagan. He is currently ranked #11 on the TALKERS “Heavy Hundred” list of the 100 Most Important Radio Talk Show Hosts in America. Harrison and Habeeb engage in an illuminating conversation about the importance of history and the power of storytelling. Don’t miss this! 
Metrics and “Share of Ear” Report, MRI-Simmons, Screen Engine/ASI, Podscribe, and Magellan AI. Four of the key findings from this are: 1) Podcast ad campaigns are too light: No brand is coming close to “saturating” podcast audiences; Brands should allocate 5% of digital budgets to podcasting; 2) After five years with a median age of 33 to 34, podcast audiences finally age to 36, reflecting broader appeal with older audiences; 3) Screen Engine/ASI: Podcast audiences offer CTV advertisers significant incremental reach; and 4) Podcasts tighten their grip on audio audiences: Among podcast listeners, 35% of all audio time spent now goes to podcasts. 
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Longtime talk radio mainstay and TALKERS Heavy Hundred member, Jeff Katz is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Katz is the tremendously popular 3:00 – 6:00 pm host at Audacy’s WRVA, Richmond, VA where he has developed a national reputation within the broadcasting industry as a champion of public service and community outreach. 
In addition to being a compelling political commentator and dazzlingly entertaining personality, Katz – a former Philadelphia police officer – has worked tirelessly for years as a champion of law enforcement, the needy, and the disabled. A former recipient of the TALKERS “Humanitarian of the Year” award, Katz has received numerous honors over the years from public officials including the President of the United States, Director of the FBI, and Governor of Virginia. Just recently, VA Governor Glenn Youngkin appointed Katz to the Virginia Board for People with Disabilities. Katz and Harrison discuss radio’s handling of the current water crisis afflicting central Virginia, which has been overshadowed, in terms of national attention, by the Southern California wildfire disaster, in addition to the importance of radio as an invaluable societal safety net. Don’t miss this. To listen to the podcast in its entirety, please click 
Brian Lawlor, president, Scripps Sports, has been named the recipient of the Broadcasters Foundation of America (BFOA) 2025 Golden Mic Award, to be presented at the annual black-tie fundraiser on Monday, March 10 at the Plaza Hotel in New York City.
The BFOA is the only charity devoted exclusively to helping broadcasters in need from illness or tragedy…..
Veteran broadcaster Michelle Jerson‘s weekly one-hour travel/parenting program “Passport Mommy” has been added to WPHT,Philadelphia on Saturdays at 12:00 noon. The informational and entertaining show is distributed by Radio America.Stations interested can contact Jennifer Dedes at Radio America: jdedes@radioameria.com…..iHeartMedia announced (1/13) the latest podcast programming for iHeart Women’s Sports. Eight new shows will launch on the network in early 2025 featuring renowned female athletes like Ashlyn Harris, Mel Reid, Lexie Brown and more. The new expanded lineup further emphasizes iHeartMedia’s stated commitment to bringing equitable media coverage to women’s sports…..TALKERS publisher Michael Harrison is available to do interviews on talk shows across the nation to discuss the latest music video release by Gunhill Road (the perennial pop music ensemble in which he is a member) – an anthemic tribute to talk radio – which has been gathering tens of thousands of views and downloads around the globe. Harrison talks about the state of talk radio in 2025 and its continuing importance as a vital communications/cultural venue. Harrison can be reached via email at info@talkers.com. To view the video, please click 
By Holland Cooke
FOX Sports Radio Features Live Broadcast from Orange Bowl. FOX Sports Radio’s “Two Pros and Cup of Joe” with (pictured above l-r) Brady Quinn, LaVar Arrington and Jonas Knox will broadcast live from Fort Lauderdale, beginning this morning (1/8), as part of the network’s coverage of the Orange Bowl featuring a matchup between Quinn’s alma mater Notre Dame and Arrington’s alma mater Penn State tomorrow (1/9). 
With a spot in the National Championship on the line for the Fighting Irish and Nittany Lions, “Two Pros and a Cup of Joe” will bring all the excitement before, during and after the game as the show broadcasts live from 6:00 am – 9:00 am ET at Le Meridien Dania Beach, the media hotel for the game, from January 8 – 10, 2025. “Two Pros and a Cup of Joe” featuring Quinn – former Notre Dame Quarterback who set 36 single-season and career records, and was a first-round draft pick; LaVar Arrington – College Football Hall of Famer, three-time Pro Bowl Linebacker and No. 2 overall draft pick; and sports radio veteran Jonas Knox is available nationwide on more than 380 stations, in addition to FOX Sports Radio’s channel on iHeartRadio and www.FOXSportsRadio.com.
iHeartMedia, the and the National Football League (NFL) today (1/8) announced an extension to the exclusive partnership that first launched the 
The long-running, liberty-based syndicated show “ArmedAmericanRadio” and its sister property “AARDailyDefense,” owned and hosted by one of the nation’s leading Second Amendment advocates, Mark Walters, continues to add affiliates. Walters kicks off 2025 on a roll with new affiliates: KLID-AM, Poplar Bluff, MO; WBNR, Beacon, NY; WKDP-AM Corbin/Lexington, KY; WKDP-FM, Corbin/Lexington KY; KOMY-AM, Santa Cruz, CA; WLNA-AM, Peekskill, NY; WAJZ-FM, Albany, NY; and WGHQ-AM, Poughkeepsie, NY. Walters, among his many civic activities, is on the Board of Directors of the Citizens Committee for the Right to Keep and Bear Arms.
The webinar offered up to five years of trending data and new findings about Latino podcast listeners as well as video interviews of podcast creators discussing how they’ve utilized the studies throughout the years. According to the study, 43% of U.S. Latinos age 18+ are monthly podcast listeners, a 72% increase since 2020 (25%).
with their insights into how audio marketing spending will evolve, how YouTube is impacting the podcasting industry, the growth of contextual targeting tools, and more for the coming year:
These tools will not only proactively guide brands on optimal content alignment but also streamline ad buying processes through automation and data-driven insights, reducing the need for extensive manual intervention. This approach will power precise content targeting and scale reach effectively, all while ensuring brand messages align seamlessly with the right contexts and audiences.
Digital audio marketing spend worldwide will increase 10% next year, in part due to key drivers including the rise of contextual targeting, allowing advertisers to immerse their message within relevant content, and utilizing the growing versatility of dynamic audio insertion to make scaling campaigns more efficient. Additionally, the rapid growth of influencer marketing on TikTok and X is cooling, with marketers increasing spend on podcasts where creators can cultivate more meaningful audience connections. This growth in audio spending will heighten the insistence for transparency as advertisers demand greater visibility into performance metrics and content alignment to ensure trust and accountability. This convergence will solidify audio’s position as a successful channel for integrated marketing strategies worldwide.
While podcasting will remain fundamentally audio-first, driven by convenience and flexibility, consumers now have more options for how they discover and consume content. YouTube is bringing in new, first-time podcast consumers with a different audience profile. In some cases, they are watching shorter length content or on additional devices other than mobile. Informed by insights about their audience, publishers and creators will be able to deliver an engaged experience across listening platforms and devices, and grow reach.
More specifically, the focus will be on enabling humans to automate tasks so they can focus on strategy. AI will be leveraged to drive more effective and efficient spending, including helping achieve yield for publishers and meaningful campaign outcomes for advertisers, as well as content analysis and audience insights. This tech shift will put a bigger emphasis on having robust data-backed insights on audiences, content, and campaign performance.
This approach will be particularly transformative for long-tail podcasters and creators with smaller followings, offering a sustainable revenue stream that can be both a growth and retention strategy. For creators with niche audiences, subscriptions provide a viable alternative to ads and ensure the lion’s share of the revenue goes directly to the creator. As platforms invest more in these tools, creators will be able to engage directly with their subscribers through integrated communication features and eliminate the need for third-party tools. This evolution promises to empower indie creators by streamlining their workflows and enhancing their ability to cultivate loyal audiences.
As advertisers prioritize accurate audience engagement, the shift toward contextual targeting is gaining significant traction. This trend is expected to drive more ad dollars into solutions that deliver measurable results. Innovative technology that amplifies the ability to connect with highly specific audiences at scale and helps meet advertisers’ evolving expectations will win. For publishers, this surge in demand for targeted ad placements unlocks exciting opportunities to expand inventory and enhance reach through strategic partnerships within digital audio networks.
“The Jim Rome Show” – nicknamed “The Jungle” – will be moving to the 3:00 pm to 6:00 pm ET slot and be independently syndicated by Westwood One. Rome hinted at the news when he teased a big show announcement for Monday in a post on X over the weekend. Infinity is a partnership between Audacy and Westwood One. Rich Eisen’s show can also be found on Roku and every relevant podcast platform,
with highlights additionally posted on YouTube and through a Yahoo Sports portal. Eisen was previously a part of iHeart’s Fox Sports Radio lineup, and since exiting that network in 2020 he’s been syndicated by Westwood One.The rest of the Infinity lineup includes shows hosted by Maggie Gray and Andrew Perloff, Bill Reiter and Zach Gelb. To read the entire New York Post story, please click 
Progressive talk radio legend Stephanie Miller and her long-running, successful live review, “The Sexy Liberal Show,” have booked an upcoming appearance on Saturday, January 18, 2025, at the historic Warner Theater in Washington, DC. In addition to Miller, the program features regulars, John Fugelsang, Hal Sparks, and Frangela (Francis Callier and Angela V. Shelton). The show’s producers tell TALKERS, this evolving live road show gives Miller fans (“Steph Heads”) the opportunity “to rally the resistance, laugh through the chaos, and gear up for the fight ahead.” As is customary, the show will also feature soon-to-be-announced special guests. For those who cannot make it in person to the show, it will be available via pay-per-view. For more information, please click 
