New Cumulus Media | Westwood One Audio Active Group Blog Post: Audio is the Ideal Media Platform To Market Video Streaming Services
A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. 
The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.
Check out the findings that are highlighted on this week’s blog – click here.
Key findings reveal:
• Nielsen: Since 2021, video streaming’s share of TV time spent has soared from 26% to 40%
• Americans are cutting back on the number of ad-free video subscriptions while increasing the number of video services with ads
• Screen Engine/ASI: The audience profile of video streamers closely aligns with podcast and AM/FM radio listeners, not linear TV viewers
• While the profile of heavy audio consumers is a perfect match for the video streaming audience, most of the media budgets go to linear TV
• Despite massive spending on linear TV, ad recall levels for video services among heavy TV viewers are identical to those among heavy audio listeners
• A wide variety of AM/FM radio programming formats provide reach for the video streaming target audience
• Nielsen: At any spend level, AM/FM radio dramatically outreaches linear TV
• Nielsen Media Impact: AM/FM radio makes your TV better: Hulu experiences a +76% increase in reach with a 20% reallocation to AM/FM radio; Much of the reach growth occurs among younger demos and light TV viewers.
To read the full blog post, click here.
View a 17-minute video of key findings here.
To download the accompanying slide set, click here..
Services include access to top-of-the-line podcasting studios and equipment (audio and video), strategy, program production, editing, guest booking, distribution, paywall options and promotion across PodcastOne’s existing network of podcasts. “As the only public pure-play podcast company in the United States, PodcastOne is uniquely positioned to help brands, businesses and content creators reach their target audiences more effectively while keeping loyal podcast listeners entertained and engaged,” said Jim Lally, head of business development for PodcastOne. “Branded podcasts are financially and logistically challenging for many companies to produce in-house. With the official launch of PodcastOne Pro, we’re able to offer a tailored podcast production solution to our clients that leverages our current infrastructure, which ultimately, drives higher margins, diversifies our revenue streams, and lowers costs for clients.” Coinciding with the launch of PodcastOne Pro, PodcastOne is set to debut its new state of the art podcast production studio in Beverly Hills. To learn more about PodcastOne Pro or get a quote for plans starting at $500, please visit 
After over three decades as a talk show host, I’ve come to appreciate one essential truth about this industry: there’s no one-size-fits-all formula for success. Program directors, executives, and consultants often believe their advice applies universally, but experience has taught me otherwise. The reality? Not every tip or trick works for every host—or every audience.
Your topic is often plucked from the on-hour newscast, asking callers’ take on what you reckon to be top-of-mind and relevant to listeners you target.
FOX Nation’s sixth annual Patriot Awards ceremony took place last evening in a sold-out event at the Tilles Center for Performing Arts in Brookville, New York on Long Island. Emceed by Long Island native and FOX News Channel’s top-rated primetime host Sean Hannity, the Patriot Awards honor and recognize America’s finest patriots, including military veterans, first responders and other inspirational everyday heroes. President-elect Donald Trump (pictured above) spoke at the event and was honored with the inaugural “Patriot of the Year” award. Introduced by Hannity, who presented the award, Trump delivered an upbeat address in which he outlined his goals, thanked FOX News and specifically praised Hannity for his friendship and service to the country.
He will report to Eddie Martiny, division president, iHeartMedia. In this newly appointed position, Lambert will work closely with the sales, programming and digital teams in the market and will also have direct oversight of the respective sales teams. “I have had the pleasure of working with Paul for over 20 years; I have witnessed him excel in numerous management roles and his track record has been remarkable. I am confident that Paul’s knowledge and leadership skills will allow iHeart Houston to continue its winning ways,” Martiny tells TALKERS. Lambert, a Louisiana native, has been working for iHeartMedia for the past 24 years and most recently served as SVP of Sales in Houston. He started as an account executive and rose through the ranks, working as local sales manager, general sales manager and director of sales. “Under Eddie’s leadership, iHeartMedia Houston has had an almost unmatched winning record. I’m honored to carry the torch on behalf of our wonderful clients and the amazing team of iHeart individuals who make magic happen every day!” said Paul Lambert.
Cumulus Media announced yesterday (12/5) that KCMO 95.7 FM and 710 AM, has added longtime Kansas City broadcaster Kevin Kietzman to the station’s weekday programming lineup with the launch of his new midday show, “Kevin Kietzman Uncanceled.” The program debuted this week and airs on KCMO Monday through Friday from 10:00 am-11:00 am. Kietzman is a well-known voice in the Midwest, having hosted his highly successful sports/talk radio show in Kansas City for over two decades. He is currently the host of the “Kevin Kietzman Has Issues” podcast, covering Kansas City news, sports, and politics. Donna Baker, regional VP/MM, Cumulus Kansas City, tells TALKERS, “Under Pete’s leadership, KCMO Talk Radio is one of the fastest growing stations in the Midwest. Kevin’s passion and commitment to his craft make him the perfect fit for the KCMO Talk Radio audience and our client partners.” Pete Mundo, KCMO PD and morning show host, commented: “During my years in Kansas City, we have delivered on our promise, ‘If it’s happening IN KCMO, it’s ON KCMO.’ There are few who have entertained and informed Kansas City listeners for over two decades like Kevin Kietzman. Kevin’s ability to engage fans, whether the topic of today is our Championship sports teams, the local news landscape, national politics, or the pop culture world, make him the ideal addition to KCMO Talk Radio.” Kevin Kietzman said: “It’s great to be back on radio but even better to be a part of something as exciting as KCMO Talk Radio, now on 95.7 FM. I’ve known Pete Mundo for years and absolutely nobody in KC media works harder or is more dedicated to serving listeners than Pete and the management team at Cumulus Media. It’s a sweet spot to follow his popular morning show where Kansas City listens every day to learn what’s going on throughout Missouri and Kansas.” Kietzman added: “These are historic times. Americans have spoken loudly that we are a free speech society, we have the most popular sports team in the world in our city, and I can’t wait to be back on air to talk about it all. I look forward to hearing from so many of you that have listened throughout the years. Let’s go!”
SiriusXM announced yesterday (12/5) the launch of the “Women’s Empowerment Network,” a new podcast network executive produced by SiriusXM Urban View host and Pulitzer Prize-winning journalist Karen Hunter. Launching on Monday, December 9, the “Women’s Empowerment Network” will debut with two new podcasts, with more original content set to premiere in the coming months. Available on the SiriusXM app and all other major podcast platforms, “The Women’s Empowerment Network” will offer a variety of new original shows, which will feature interviews with influential women from various industries and backgrounds, self-improvement tips, financial advice, mental health discussions, and more news relevant to women’s lives and careers.
The network will also spotlight stories of resilience, activism, entrepreneurship, and community, with a focus on uplifting women in all walks of life. Among the first podcasts to premiere under the network is 
a daily podcast designed specifically to help women navigate the complex and evolving financial landscape. Hosted by a team of renowned financial experts, including Dr. Tonya Evans (cryptocurrency and intellectual property), Dr. Tisa Silver Canady (financial wellness and student loan debt eradication), Jacquette Timmons (financial behaviorist), and Ruchi Pinniger (financial coach and founder of “Watch Her Prosper”), this podcast will offer listeners practical advice and insights to help them make informed financial decisions and build lasting wealth. “The Women’s Empowerment Network is a destination where women can come together and be heard in ways that are authentic, uplifting, and transformative,” said Karen Hunter. “I’ve always believed in the power of women supporting each other, and I’m excited to have this new platform where we can rise together.” “Karen has a great talent for identifying emerging voices and building communities through audio,” Dave Gorab, VP/GM of SiriusXM’s talk programming. “I’m excited to see Karen’s vision for a new podcast network thrive while it has a meaningful impact on all who listen.” In addition to her new podcast, Hunter will continue to host “The Karen Hunter Show” weekdays from 3-6pm ET on Urban View channel 126.
Early Bird Deadline for the Milestone 50th Gracie Awards Approaching. The AWM Foundation invites all content creators to submit their exceptional work for the historic 50th Annual Gracie Awards. With the Early Bird Deadline approaching on December 12, 2024, now is the time to take advantage of discounted entry fees and secure your place in celebrating the best in media. As the Gracie Awards commemorate 50 years of recognizing excellence, it is more important than ever to honor the exceptional talent in front of and behind the camera and microphone across radio, podcasting, television, streaming, and online programs in news and entertainment. The Gracie Awards recognize contributions from journalists, actors, hosts, producers, showrunners, writers, directors, and other roles that bring impactful stories to life. Each entry directly supports the AWM Foundation, with the Gracies serving as the largest fundraiser of the year. “This year’s milestone celebration reflects our continued commitment to honoring the talent that shapes the stories of our time,” said Becky Brooks, president of the AWM Foundation. “We encourage local media to participate and take advantage of the best rates and prepare to celebrate together in 2025.” For a complete list of new and updated categories for 2025, pricing, and submission guidelines, please visit 
In this newly updated edition, industry pros as well as aspirants will find a complete guide to becoming a successful communicator. Beyond Powerful Radio teaches time-tested techniques that work in any format – radio, TV, podcast, or digital. Learn how to get, keep, and grow audiences with powerful storytelling, and become a dynamic presenter. This book holds the tools needed to create winning content; tell compelling stories; build your brand; develop talent; produce a show; report the news; sell; and write commercials. 
Practical tips and methods from over 50 top experts from across the world of media illuminate interviewing, managing talent, becoming an authentic personality, and getting started in the business. This fully revised edition features new sections on podcasting, social media, storytelling, artificial intelligence, and cross platform synergy. Whether you’re a professional with years in the industry, an instructor with a class full of media hopefuls, or you are just starting out as a podcaster or radio host, this book will help you reach your goals. A full Instructor Manual is available with complete lesson plans for broadcast instructors. For more info, please click 
On-air host Brian Wilson (weekdays from 3:00 pm to 7:00 pm), announced his retirement earlier this month, after a 50-year career in broadcasting that included stints at FOX News and WMAL-FM in Washington, D.C., before landing at SuperTalk 99.7 in 2018. Wilson will continue to contribute to SuperTalk 99.7 in a host-at-large role.
Matt Murphy steps in as on-air host, afternoon drive (weekdays from 3:00 pm to 7:00 pm), after hosting weekdays on the station from 12:00 noon to 3:00 pm for the last three years. Murphy joined SuperTalk 99.7 in 2021 after a 19-year stint with Talk 99.5 WZRR in Birmingham, AL, as both morning show host and program director.
Joining Cumulus Nashville and the new SuperTalk 99.7 lineup is Chad Benson, who will host a live and local show airing weekdays from 12:00 noon to 3:00 pm. Benson will continue as host of his syndicated program, “The Chad Benson Show” with Radio America Network. Chad Benson said, “I’m so excited to be a part of this legendary radio station and to work with an incredible team in an amazing city. I look forward to contributing and building strong connections with both listeners and advertisers.”
The station further enhances its news coverage with the addition of veteran broadcast journalist Joan Jones as news anchor in morning drive with current host and 2024 Marconi winner Dan Mandis. Jones is known for her successful 10-year career as morning news anchor for news/talk station WTOP-FM in Washington, D.C. Current SuperTalk 99.7 news anchor Ken Weaver will continue to cover the news desk weekday afternoons from 11:00 am to 7:00 pm.
Tomorrow (12/5) at 7:00 pm, Townsquare Media’s New Jersey 101.5 (WKXW-FM) is presenting a special Town Hall broadcast, “Targeted: Protecting New Jersey Children from Online Predators,” confronting the crisis of online child predators, and how New Jersey children and parents are affected. In what is an alarming statistic, the FBI estimates that 500,000 predators are online daily, with kids between the ages of 12 and 15 most at risk. These predators are lurking on social media sites, online gaming platforms, chatrooms, and anywhere else popular with kids. New Jersey 101.5’s Eric Scott leads the news and digital departments in bringing listeners the most up-to-date information about the ever-changing ways predatory behavior manifests itself on the internet and connected devices. “Our kids are spending considerable time on the internet every day,” Scott warns. “Parents need to understand how to identify where predators are lurking and how to safeguard their children.” The program’s on-air guest panel includes John Pizzuro, CEO of Raven and former commander of the New Jersey State Police Internet Crimes Against Children Task Force; Alicia Kozak, internet safety expert and founder of The Alicia Project; Stephanie Lyon, licensed clinical psychologist and assistant professor of clinical psychology at Rutgers University; and Gina Cavallo, a consultant and vice president for the Board of Trustees for the New Jersey Coalition Against Human Trafficking. Online, the program will be streamed live and available for embedding at facebook.com/nj1015/live. The broadcast may also be accessed via nj1015.com, the New Jersey 101.5 YouTube channel, or the free New Jersey 101.5 app.
Newsmax launched on DIRECTV Latin America’s leading media technology company in connectivity and entertainment in the region – one recognized for its multi-platform experience. The distribution move comes as millions around the globe are tracking news about the recent presidential election and the upcoming administration of President-elect Donald Trump.
These critically-praised programs feature many legendary songwriters of fond memory who explain how their classic, holiday hits originated. Currently, there’s a total of 43 programs: 20 Short-Form programs (crafted as entertainment and informative holiday features where all the verses of a particular Christmas song are wrapped around the songwriter’s narrative), and 23 two-minute programs, suitable for the live and local talk and news/talk stations, providing a type of holiday feel to their regular programming. Additional programs are produced and released yearly. Since 2011, Pallotta has been producing and syndicating these one-of-a-kind holiday vignettes. During that time, hundreds of stations throughout the U.S.A. and Canada in mostly small, medium-sized and suburban markets, have aired the series. Thus far, the series is being carried on stations having 14 different formats.
Cumulus Media in partnership with Signal Hill Insights, yesterday (12/2) released Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report, a comprehensive evaluation of the latest podcast audience trends. This 13th edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media’s initiative to share insights and research findings with the podcast community. A key finding uncovered in the Podcast Download Report is that YouTube continues its growth as the dominant podcast platform for consumption, reaching a new high. “Though it began as an auditory experience, over the past few years we’ve seen the growth of podcast visuals, which go hand-in-hand with the similar ascendance of YouTube as a podcast platform,” said Lauren Vetrano, VP of advertiser studies and insights, Cumulus Media | Westwood One Audio Active Group®. 
“We currently see over a third of weekly podcast consumers using YouTube the most for their podcast consumption, up from 28% year over year. Similarly, one in three podcast consumers now prefer podcasts with a video component. Video, and by extension YouTube, cannot be ignored as an important aspect of the podcast experience.” “Thumbnails turn out to be a key discovery driver on YouTube, especially among younger consumers. 53% of those 18 – 34 say they’ve chosen a podcast on the platform based upon the thumbnail,” said Paul Riismandel, president of Signal Hill Insights. “The title or persons featured in that graphic are the two top reasons for choosing an episode. This finding provides direction for podcasters looking to grow their audiences.”
Premiere Networks nationally syndicated personality Elvis Duran, host of “Elvis Duran and the Morning Show,” was featured on “CBS Sunday Morning” this past weekend (12/1). Duran was interviewed by correspondent Mo Rocca for an in-depth piece about the magic of radio and how his personality has won him loyal fans, including some of the biggest names in pop music. Duran also discussed how his love for radio began when he was a young child. He shared that the special connection with on-air personalities is what originally drew him to the platform and that unique friendship continues to inspire him every day. Duran stated, “We are in the friendship business. I think about you (the listener) when you hop in your car in the morning. You’re either leaving a house that may be full of turmoil or going to a job with a boss you don’t like, but I have you for 20, 30 minutes, and I can be your friend,” said Duran. TALKERS publisher Michael Harrison states, “CBS Sunday Morning really nailed it with this piece. When the radio industry started telling DJs to ‘shut up and play the music’ and then backed it up by firing almost all the talented disc jockeys to save money, they basically forfeited their ownership of the popular music culture in America – not to mention the very backbone of radio itself, friendship and companionship. 
Endangered species like Elvis Duran are among the greatest ‘talkers’ out there and prove the potential for integrating talk and pop culture successfully can still keep the idea of ‘radio’ alive for years to come. The terms ‘disc jockey’ and ‘top 40’ are so obsolete. This is a wonderful permutation of ‘talk radio’ and should be regarded as such. I hope everyone in the business watches this past Sunday’s report.” Click 
Baltimore Public Media and WYPR 88.1 FM, announce the appointment of Taylor Holbrooks as the new “Morning Edition” host (12/2). The station issued a statement saying: “Holbrooks’ extensive career in public radio, combined with her commitment to storytelling, makes her a dynamic addition to the WYPR team and a voice that will resonate with listeners each morning.”
She earned both her bachelor’s and master’s degrees in media and journalism from the University of North Carolina, establishing a strong foundation in impactful reporting and community engagement. “We are thrilled to welcome Taylor to the WYPR family,” said Craig N. Swagler, president/GM, Baltimore Public Media. “Her vibrant energy, thoughtful storytelling, and commitment to community will enhance our programming and strengthen our connection with our listeners.
Taylor’s approach to journalism will bring new energy to our mornings, setting a meaningful tone for WYPR’s morning broadcasts and enriching the listening experience for our audience.” Holbrooks will officially begin her role at WYPR today (12/3) with her first on-air broadcast scheduled for late December.
Proving how important live and local weekend news/talk radio can be, New York City Mayor Eric Adams stopped by for an in-studio interview on this past weekend’s edition of “The Rob Astorino Show” (Saturdays 4:00 – 5:00 pm on 710 WOR), where he discussed the idea of working with “Border Czar” Tom Homan in the next administration, and shared his thoughts on the Daniel Penny subway chokehold trial. Pictured above: Astorino (left) and Adams (right) at iHeart’s NYC headquarters. To listen to Saturday’s show (11/30), most of which featured Adams’ guest appearance, please click 
The ratings competition for eyeballs and eardrums between multi-platform news content providers has grown increasingly fierce as burgeoning interest in politics – especially during this remarkably heated 2024 election cycle – has driven huge audiences to information venues seeking the latest data and ideological affirmation. The correlation between MSNBC’s notable ratings declines after the “Morning Joe” visit to Mar-a-Lago illustrated the sensitivity of branding and audience expectations within this volatile arena. So, what media outlets did Americans turn to for political news during the heated 2024 presidential election? Pew Research did some digging to find out and Newsmax has earned bragging rights for being among the top U.S. news brands for Americans seeking political news. The Pew survey for September of 2024 asked close to 10,000 Americans: “What news source do you turn to most often for political news?” The question was open ended — with Pew giving no possible responses as respondents gave their own answers. The Pew Study found Newsmax ranked among the top news outlets and networks and tied with media giants X (formerly Twitter) and YouTube — as respondents’ go-to source for citizens seeking political news. Newsmax even ranked ahead of the Associated Press and local news, and was just one percentage point behind NBC, CBS, MSNBC, and The New York Times. Major established news outlets FOX News, CNN, and ABC News led the pack. “Multiple studies continue to show Newsmax is a major news player, and we are continuing to rise,” Newsmax Inc. CEO Chris Ruddy tells TALKERS. “The credit belongs to our team here and our viewers who are tired of old media and want the quality journalism we’re providing.” The Pew study confirms a 
Radio syndication firm, Key Networks and Bloomberg Audio, a leading provider of radio business news in the U.S., announce that Bloomberg Audio and Audacy have renewed their agreement to deliver Bloomberg Audio business and consumer news programming across the majority of Audacy’s 26 all-news and news talk stations. Audacy owns and operates many of the most influential news and news talk stations in America, including 92.3 FM and 1010 WINS in New York, News KNX-FM 97.1 and 1070 AM News Radio (KNX-AM/FM) in Los Angeles, WBBM Newsradio (WBBM-AM/WCFS-FM) in Chicago, and more. 
Bloomberg Audio has been Audacy’s primary business and consumer news provider for several years. Under the new multi-year agreement, Bloomberg Audio will continue to provide Audacy stations with access to its world-class radio news content, including live, customized reports, “Bloomberg Money Minutes,” and specialty features including: “Bloomberg Business of Sports,” “Bloomberg Business of Entertainment,” “Green Report,” “Small Business Report,” “Real Estate Report,” and more. “We’re thrilled to extend our partnership with Bloomberg Radio, a trusted leader in business news, to continue delivering top-tier, timely financial and consumer content to our listeners,” said Jeff Sottolano, chief programming officer, Audacy. “This collaboration strengthens our commitment to providing unparalleled business news coverage across our all-news and news talk stations, ensuring our audiences have access to the insights and information they need.”
Rumble, the high-growth video platform and cloud services provider, announced that the much-anticipated fourth season of “Surviving Barstool” will move to Rumble, unedited and uncensored, beginning today (12/2). Rumble users and Barstool fans can subscribe to the Barstool Sports Rumble channel 
iHeartMedia Philadelphia is teaming up with Boost Mobile and Cradles to Crayons® to launch the “Boost Up for Winter” campaign, a large-scale community coat drive in support of the Cradles to Crayons® Gear Up for Winter initiative. From now (12/2) until Sunday, December 22 the drive will aim to collect and distribute 20,000 warm winter coats and other essential items to children and families in need across the Greater Philadelphia area. Cradles to Crayons® distributes donated items via a robust network of Service Partner organizations including hospitals, schools, and community centers. As winter approaches, many families face the harsh reality of inadequate protection against cold weather. Too often, the cost of winter wear and boots are out of reach for the more than 300,000 children living in low-income or homeless situations in Greater Philadelphia. Through this campaign, iHeartMedia Philadelphia and its partners are committed to ensuring that local children have the clothing and essentials necessary to stay warm at home, at school, and at play throughout the season. For more information on the campaign, including participating Boost Mobile store locations please click 
In an age of rapid information and rising concerns about misinformation, the Kansas Association of Broadcasters (KAB) announces the launch of its statewide KAB Trust Campaign: “Rooted in Community, Committed to Truth.” This initiative highlights the critical role Kansas broadcasters play as trusted sources of news and information. “Broadcasting is built on trust, accountability, and community connection,” KAB president Allison Mazzei tells TALKERS. “This campaign reminds Kansans of the unique value broadcasters provide – delivering accurate, timely, and trustworthy information in an era of misinformation.” To support this effort, KAB partnered with KMBC, Hearst, to produce customizable TV and radio spots, along with digital assets, available to Kansas stations at no cost. Stations are encouraged to customize and air the materials by December 1, 2024. The campaign directs audiences to learn more at