Edison: Podcasting Gaining on AM/FM’s Hold on Spoken Word Listening
The most recent edition of Edison Research’s Weekly Insights presents data that indicates podcasting is continuing to close in on AM/FM’s dominance of spoken word listening in the U.S. In 2017, 66% of spoken word audio was consumed via AM/FM radio and 13% via podcasting. Seven years later, AM/FM accounts for
43% of spoken word listening, and podcasts 36%. Keep in mind that for Edison’s purposes spoken word content includes news, sports talk and play-by-play, audiobooks, talk shows, and “personalities.” Edison states, “Podcasting’s share of spoken word will almost surely surpass that of AM/FM within a few more years. There is one more thing to note – the advantage for AM/FM is coming entirely from those age 65 and older. Among those ages 13-64, podcasting has already passed AM/FM listening by, 41% to 39%. Meanwhile, among the oldest Americans age 65+, AM/FM radio continues to dominate, with a 66%-13% advantage. Curiously, that 66%-13% difference among the oldest Americans is the exact same difference we recorded for all Americans 13+ in 2017.”
-digits in the key 25-54 demo. For the second quarter in a row, CNN hit a 33-year low in total day, 18-49 and 25-54 demos, delivering its smallest younger audience since 1991. In total day, FNC delivered 1,304,000 viewers, 154,000 with 25-54 demo and 96,000 with 18-49 demo, securing a 176% advantage over CNN viewers and 61% over MSNBC. In primetime from 7:00 pm to 11:00 pm, FNC saw 2,037,000 viewers, 214,000 in the 25-54 demo, and 135,000 with 18-49 demo, a 230% lead over CNN and 77% over MSNBC. FNC continued to dominate the share of the cable news audience, capturing 50% of viewers across total day and 54% of prime viewers, the highest level of share for the network since 1Q’2023.
Leonard H. Goldenson was the founder/chairman of ABC, Inc. Before Disney, before Capital Cities, ABC was… ABC and it was run by Mr. Goldenson. He launched the ABC Radio Networks, ABC Television Network, and the original ABC radio and television stations.
the FCC’s requirement to do a foreign ownership review and Audacy’s request that the FCC grant a limited waiver of that review in order to more speedily exit Chapter 11. This request is under heavy scrutiny due to the political aspects of the case. Carr recently told the Post that the FCC should not allow a “Soros shortcut” – a term used by the Media Research Center in its Petition to Deny filed with the Commission – but must follow FCC procedure. Audacy argued in its opposition to the Petition to Deny that there is nothing unique about this request, saying that the FCC “granting a limited waiver deferring its foreign ownership review to facilitate a licensee’s prompt emergence from bankruptcy is consistent with the Communications Act.” Audacy adds that the notion that the limited waiver is new “completely ignores longstanding precedent establishing the Commission-approved special warrant process used in a number of prior transactions to allow licensees to emerge from bankruptcy promptly, while affording the Commission sufficient opportunity to review foreign ownership issues post-emergence.” 
In case you missed it, honesty was on full display at Friday’s TALKERS 2024: Radio and Beyond conference.
Got young local radio news talent? CONGRATULATIONS, for five reasons:
downloads, listens, or views never contemplated a device utilized by multiple people. What we have uncovered is that there is actually a fair amount of co-listening to podcasts that takes place. Whether it be with kids, friends, or family, the podcast industry is leaving ears on the table. There is a richer consumption story to be told as it is not just one person per download. For agencies and media planners, being able to examine co-listening by genre or podcast can offer invaluable insights into reaching the true audience.” Other notable findings include: 1) Marketers targeting people with a side hustle will find a rich concentration among men, heavy, and 18-34 podcast consumers; 2) Podcast pioneers and women like to go back to listen to back episodes and episodes they missed; 3) YouTube has been the most utilized podcast listening platform in the U.S. over the past year and a half: 31% say it is the platform they use the most, followed by Spotify (21%) and Apple (12%); and 4) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts. 
What happened to us? Unless we move quickly, the radio business stands to lose the final frontier: in-car listening.
Does anyone care anymore?
determined that granting a limited waiver deferring its foreign ownership review to facilitate a licensee’s prompt emergence from bankruptcy is consistent with the Communications Act.” Further, Audacy says, “According to the MRC, Audacy is attempting to employ an ‘entirely new’ and ‘vague and undefined’ special warrant process’ to delay the Commission review of Audacy’s proposed foreign ownership until ‘sometime down the road’ when the company ‘may choose’ to file a petition for declaratory ruling seeking such review. This specious claim not only mischaracterizes the company’s waiver request detailed in the Application, but completely ignores longstanding precedent establishing the Commission-approved special warrant process used in a number of prior transactions to allow licensees to emerge from bankruptcy promptly, while affording the Commission sufficient opportunity to review foreign ownership issues post-emergence.” Separately, FCC Chairwoman Jessica Rosenworcel responded to Congressman Nicolas Langworthy (R-NY) and Congressman Chip Roy (R-TX), who both wrote to her implying that the Commission is not going through “its normal, statutorily required process” and voiced concern over Soros Fund Management’s acquisition of Audacy debt. Langworthy wrote that Audacy being “owned by a deeply partisan individual [George Soros], could have a fundamental impact on the nature of local radio and potentially silence political viewpoints.” Rosenworcel’s response indicates she believes the Commission is handling the matter appropriately, saying, “The Bureau staff will review the record and decide if the transfer is in the public interest pursuant to Section 310(d) of the Communications Act.”
There is something about 40.
To be an expert in marketing requires expertise in how memory works. Early in my consultant practice, I studied and read every book I could find on the processes of memory. The best book is Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Put simply, how many times does a consumer have to hear a message before it has impact? The book, a collection of studies, is the foundation for every qualitative study in the field today.
It’s complicated, this whole Federal Trade Commission ruling potentially banning the non-compete. Considering where you stand on the non-compete concept, it’s really all about evaluating the five “C” profile of your media business.