Cumulus/Westwood Studies: Audio Listeners are a Rich Source of In-market Financial Consumers
Seven consumer studies commissioned by the Cumulus Media | Westwood One Audio Active Group® over an eight-year period find audio listeners are a rich source of in-market financial consumers and drive significant top and bottom funnel impact. The key findings from the studies are outlined on this week’s blog.
Key takeaways:
• Compared to TV viewers, audio listeners are far more likely own investment assets, to be in the market for financial services, and be interested in the category.
• Despite massive TV spending by financial service marketers, TV viewers exhibit low brand equity for financial service brands and weak interest in the category due to the older skew of TV audiences.
• MRI-Simmons: Heavy podcast and AM/FM radio listeners are the ideal audiences for financial brands as they are more likely to be premium clients willing to pay for financial services.
• Case study #1: MESH Experience: Among consumers with $500K+ of investable assets, heavy AM/FM radio listeners are three times more likely than heavy TV viewers to be in the market for a new or additional financial services company.
• Case study #2: AM/FM radio drives strong growth in top funnel measures such as awareness, favorability, and consideration.
• Case study #3: A MARU/Matchbox study of consumers with $1M+ of investable assets found over a six-month period, an AM/FM radio campaign generated double-digit lifts in most measures of brand equity.
• Case study #4: Heavy AM/FM radio listeners are more likely to be active investors and more engaged with the financial category versus heavy TV viewers.
• Case study #5: Heavy AM/FM radio listeners are +44% more likely to be financial ‘thrivers,’ those who like taking investing risks and agree that investing is important.
• Case study #6: Compared to TV viewers, audio listeners are much more likely to have investments across a broad array of assets classes and more likely to invest in major financial brands.
• Case study #7: Harris Poll Brand Tracker: A Westwood One NFL AM/FM radio campaign generates significant brand equity impact far stronger than among TV viewers.
Check out today’s blog post.
View a 15-minute video of the key findings here.
Build a Business You Love (Ramsey Press, 2025) by Ramsey Solutions CEO and bestselling author Dave Ramsey is now available for preorder. The book will be released on April 15, 2025. In Build a Business You Love, Ramsey shares his 30-plus years of experience building a business from a one-man operation to a $250 million-a-year business with more than 1,000 employees and a nationally known brand. The book draws on Ramsey’s hard-earned lessons, equipping readers at every stage of business to grow themselves, lead their teams and scale their businesses. “There are a lot of theories out there about how to run a business,” Ramsey tells TALKERS. “But you don’t need more theories. You need to hear from someone who’s lived it and made it work – someone who’s messed up a lot and gotten back up after being knocked down. This book will guide entrepreneurs and small business owners through the real steps they need to grow their business, no matter what stage they’re in.” Dave Ramsey is currently ranked #2 on the TALKERS 2024 “Heavy Hundred.” In Build a Business You Love, he breaks down five key Stages of Business, from being stuck in the daily grind to ready to make your mark in the business world:
On Friday, Feb. 21, WURD Radio will present “Race, Manhood and Power: Commemorating 60 Years Since the Ascension of Malcolm X to Ancestorhood” in partnership with the Community College of Philadelphia from 1:00 pm – 4:00 pm at CCP’s Winnet Student Life Building Lobby. This live broadcast will be a special edition of “Groundings” with WURD host Brother Shomari. The event and conversation will reflect on the lessons of Malcolm X’s legacy and examine how succeeding generations have – or have not – put them into action. The broadcast is part of a week of programming at CCP led by Brother Shomari that addresses what the station describes as the “urgent challenges” facing Philadelphia’s Black communities today.
…..FIVE TO BE INDUCTED: The Nebraska Broadcasters Association will induct Dennis & Kathi Brown, Dale Johnson, Mike McKnight and Dave Wingert into the NBA Hall of Fame on August 12th in La Vista during the NBA Annual Convention. Established in 1972, the NBA Hall of Fame will grow to 123 members with these pending inductees…..
IBA AND RVA TO HOST LIVE VIDEO STREAMING WEBINAR: The Radio Vendor Alliance (RVA) is producing another “Lunch and Learn” workshop in partnership with the Independent Broadcasters Association (IBA). The workshops are free online sessions and feature industry experts with practical solutions to radio’s most pressing problems. “Is Video the New Audio?” is scheduled for Thursday, February 20, at 1:00 pm ET.
The 45-minute session will include a Q&A and will be available for replay to all registrants. Registration is free (link: https://www.coolradiostreaming.com/) and IBA membership is not required.
Commission stated that Hennen was expressing “his own individual opinion on the current state of journalism,” but “even if it was assumed that such an opinion might be expressed on WDAY under BBM’s ownership, that is not a ground for the FCC to deny or withhold consent to the instant assignment.” The Commission further states, “We reject the assertion that Hennen’s social media comments justify a denial of the proposed assignment applications. The Objection does not cite to any provision under the Act or the rules, any cases, or any Commission policy for its argument that Hennen’s social media comments are pertinent to our review of the Applications. We disagree with Wolff’s argument that Hennen’s viewpoint on the state of journalism, as expressed in his social media comments, is in any way relevant to our determination of BBM’s qualifications to hold a license or whether the proposed assignment would serve the public interest. As the Commission has stated, licensees have broad discretion based on their First Amendment right to free speech to choose, in good faith, the programming they believe serves the needs and interests of their communities. Indeed, the Commission does not interfere with the programming decisions of licensees, nor does it consider issues of programming choice when reviewing an application for the assignment or transfer of a broadcast license.”
received a letter that also contained a “suspicious white, powdery substance” and forced the company to evacuate the building for several hours. Station employees continued to broadcast from the parking lot while authorities, including a hazmat team, investigated. They were allowed to return to the building after a period but so far authorities have offered no details on the letter or the powdery substance. 
direction. Thirty-year company veteran Dave Doetsch – who’d been managing the company’s South Bend and Southwest Michigan operations – is elevated to chief operating officer and chief revenue officer. Rockford, Illinois cluster manager Mike Paterson is promoted to chief financial officer. As a result, Kim DiGiovanni rises from VP/director of sales to general manager for Rockford. The company is in the process of selling its Springfield, Illinois stations to Woodward Communications and after that deal closes, Mid-West Family will own and operate 41 stations in seven markets: Eau Claire, La Crosse, and Madison, Wisconsin; Rockford, Illinois; South Bend, Indiana; St. Joseph-Benton Harbor, Michigan, and Springfield, Missouri.
2025, to regain compliance with the Minimum Bid Price Requirement. To regain compliance, the closing bid price of the Company’s Class D Common Stock must be at least $1.00 per share for a minimum of ten (10) consecutive business days. The company says it intends to actively monitor the closing bid price of its Class D Common Stock and will consider all reasonable available options to regain compliance with the Minimum Bid Price Requirement, which may include seeking stockholder approval to effect a reverse stock split. There can be no assurance that the company will regain compliance with the Minimum Bid Price Requirement during the 180-day compliance period, maintain compliance with the other Nasdaq listing requirements or be successful in appealing any delisting determination. The Notice also has no impact on the Company’s Class A Common Stock which trades under the symbol “UONE.”
International Day of the United Nations, February 13 became World Radio Day (WRD). Each year WRD focuses on a specific theme involving radio that is timely, and important. This year the theme is “Radio and Climate Change.” UNESCO points out: Radio contributes to the achievement of its international objectives by supporting populations through climate disasters such as tropical storms and floods. It helps with the dissemination of fact-based information, listeners’ voices, and dedicated radio shows. 
for millions in ad investment were surveyed about why audio lags in media investment and why brands stand to benefit from a larger feature in media plans. The study reveals that audio has what brands need most: spectacular reach, high levels of attention, tremendous audience, and powerful performance. As an example, Audacy points to a skin care brand that used a podcast and streaming campaign to drive increased sales. 
11:00 pm to 2:00 am ET. The program says that Smart, who worked as an Apple repair technician and with Steve Jobs in the late 1980s at the computer firm NeXT, “has been at the forefront of innovation. He built large-scale telecommunications networks, is an inventor, a former child actor, and a VO artist. Whether you’re a tech enthusiast, pop culture fanatic, or just love to consume interesting content, ‘Online Tonight’ offers something for everyone.”
documentary “features expert insight from RAAN hosts, including John Catsimatidis, Rita Cosby, Greg Kelly, Roger Stone, Jeanine Pirro, Dominic Carter, and more.” It asks the questions: What are the opportunities? What are the obstacles? Will there be fewer freak-outs about social media posts? Will there be more focus on economic issues? 
Amazon’s ART19 hosting platform marks a major evolution for PodcastOne that enhances operational efficiencies while strengthening our monetization capabilities and audience engagement. This strategic move positions us to better serve advertisers and maximize the value of our content across our growing network.” He adds, “PodcastOne remains committed to delivering premium content while expanding our host and advertiser relationships. To date, we have grown our programming slate to 196 shows and surpassed 3.9 billion network downloads through key expansion deals, including our collaboration with A&E’s The History Channel, and the renewal of flagship podcasts hosted by Adam Carolla, Brendan Schaub, and Kaitlyn Bristowe. Looking ahead, we are focused on leveraging our leadership position in podcasting to drive sustainable growth through organic expansion, acquisitions, and strategic initiatives, creating long term value for our creators, partners, and shareholders.”
presented to Brian Lawlor, president, Scripps Sports. Additionally, Scott Herman, former COO of CBS Radio and Chair of the BFOA, will pay tribute to Dan Mason, former CEO of CBS Radio and past Chair of the BFOA, with the 2025 Edward F. McLaughlin Lifetime Achievement Award, and Katz Media Group will be recognized with the 2025 Philip J. Lombardo Spirit Award. Katz Media Group CEO Mark Gray will accept the award. BFoA president Tim McCarthy says, “We’re excited about this year’s honorees and presenters and extend our thanks to Deborah for serving as the evening’s emcee. While we gather to honor these highly respected and accomplished broadcasters for their contributions to our industry, we must always keep in mind, and in our hearts, the broadcasters who we help when they need us the most.”
of the Senate’s final vote on his confirmation as U.S. Secretary of Health and Human Services. The exclusive interview will air during “The Ingraham Angle” on FOX News Channel this evening at 7:00 pm ET. FNC says Kennedy Jr. will discuss the Senate vote, the Make America Healthy Again movement and other news of the day.
Stephanie Prince-Springmeyer says, “We are thrilled to extend our partnership with Inter Miami CF to include English-language broadcasts on ESPN 106.3… The beautiful game has the unique ability to unite communities, and we’re proud to be at the forefront of bringing this excitement to all fans in South Florida via ‘Deportes 760AM’ and ‘ESPN 106.3FM.’” 
the fourth quarter of 2024 and the full year ending December 31, 2024 on Thursday, February 27. The company will conduct a conference call at 4:30 pm ET, following the release of its earnings announcement, to discuss its financial results and business outlook.
Townsquare Media, Inc also announces that it will release fourth quarter 2024 financial results before the market opens on Monday, March 17. The company will host a conference call to discuss certain fourth quarter 2024 financial results on that day at 8:00 am ET.
According to a story by reporter Louis Krause in yesterday’s (2/11) Minnesota Star Tribune longtime KDWB-FM Twin Cities radio host Dave Ryan was suspended from appearing on his talk show Monday morning, three days after a segment aired during which Ryan and co-hosts snorted powder food ingredients as part of a Super Bowl trivia game. He returned to the show yesterday following a one-day suspension. The segment on Friday’s episode of “The Dave Ryan Show” was titled “Super Blow,” according to three listeners who spoke with the Star Tribune and others who discussed it on the Reddit online forum. To read the full Star Tribune story, 
The syndicated “Armed American Radio” live stream hosted by successful broadcaster-Second Amendment defender Mark Walters is now available Monday through Friday 4:00-5:00 pm ET and Sundays 8:00-11:00 pm ET on You Tube at Armed American Radio, on Rumble at Armed American Radio, on Facebook Live at 
iHeartMedia St. Louis announced today (2/11)that media veteran Libby Nolan has been named market president, effective immediately. Nolan will oversee all aspects of sales and programming for the St. Louis cluster, driving business strategy and revenue growth. A highly respected veteran with 30 years in the radio industry, Nolan’s expertise spans programming, sales, marketing and executive leadership, giving her a well-rounded perspective on the evolving radio landscape. She will report to John Karpinski, division president for iHeartMedia. “Libby’s exceptional leadership, extensive industry knowledge and passion for innovation have driven tremendous local growth across both our radio and digital offerings. With experience spanning nearly every role in a radio station, she is uniquely positioned to lead from a place of deep understanding and drive continued success,” said Karpinski.
iHeartMedia Seattle’s Sports Radio 93.3 KJR-FM, announced (2/10) the debut of the new “MJ in the Midday” show, effective immediately. “MJ in the Midday” will broadcast weekdays from 10:00 am – 1:00 pm. MJ in the Midday’s host Marc James, started his sports talk radio career in Miami and Fort Lauderdale in 2004. His career highlights include afternoon drive host for an ESPN radio affiliate in Tampa, FL, WFNZ afternoon drive radio host in Charlotte, NC and morning host on 92.9 “The Game” in Atlanta, GA. His radio career led him to a TV studio anchor position for New England Sports Network (NESN) in Boston, MA, where he also hosted shows on WEEI radio station. Since 2020, James has worked for Sports Talk Florida covering sporting events in the Tampa Bay area and throughout Florida. He also hosted a college football podcast on the BLEAV Network. “Sports Radio 93.3 KJR-FM is literally my dream job,” James tells TALKERS. “I am honored and eternally grateful to become part of this legacy station and its extremely bright future in Seattle.” 
“Marc James joining our family is big for us,” said Rich Moore, VP of programming for iHeartMedia Seattle. “We’re extremely excited to be bringing in a new passionate voice to the Seattle market. Marc’s experience and love for our market will win our listeners over for years to come.” “We’re excited to welcome Marc James to the iconic call letters of KJR,” said Mark Glynn, area president for iHeartMedia Washington. “Marc’s infectious energy plus his dynamic and engaging personality will bring an exciting new spark to Seattle sports talk.”