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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.

 

 

Nielsen published “The Record: Q4 U.S. Audio Listening Trends” (2/3) – a quarterly report card on how U.S. consumers spend their audio listening time, fueled by data from Nielsen and Edison Research.

Here are some highlights from the Q4 (October-December) 2024 report: 

• Audio accounted for nearly 20% of Americans’ daily media time in Q4 2024 – which translated to 3 hours and 54 minutes of daily listening across both ad-supported and ad-free platforms like radio, podcasts, streaming music services and satellite radio.

• Listeners spent 67% of their daily time with ad-supported audio with radio, 18% with podcasts, 12% with streaming audio services and 3% with satellite radio.

• Among 18-34 year-olds, radio accounted for 47% of daily ad-supported audio time (down from 51% in Q3), where podcasts accounted for 32%.

• Adults 35+ spent 74% of daily ad-supported audio time listening to radio and only 13% listening to podcasts.

For additional data tables and commentary, visit the full report here.

 

As the excitement builds for Super Bowl LIX, Audacy has positioned itself to be the “go-to audio home” for football fans nationwide. With flagship stations 96.5 The Fan (KFNZ-FM) in Kansas City and Sports Radio 94WIP (WIP-FM) in Philadelphia, the company is set to provide fans with in-depth analysis, exclusive interviews, and live play-by-play coverage of the big game on February 9.  Additionally, six Audacy sports stations and Audacy’s newly launched BetMGM Network will broadcast live from the radio row, to provide listeners the latest updates, expert insights, and exclusive interviews throughout Super Bowl week. And with Westwood One’s national broadcast on 20 Audacy sports stations, the plan is for fans across the country not to miss a moment.  Audacy tells TALKERS, “Whether on the air or on the free Audacy app, listeners can tune in for every snap, every score, and every story leading up to and following Super Bowl LIX.”  Please click HERE for more information.

 

SmileyAudioMedia, Inc. announced today (1/31) that its flagship Los Angeles-based radio station, KBLA Talk 1580, will launch year two of its Climate Justice work. This $2 million, 12-month campaign will link and combat the relationship between climate change and poor health outcomes for African Americans, other people of color, and the poor. The campaign was recently named a national semifinalist for the American Climate Leadership Awards 2025 by ecoAmerica. Climate inequities have taken a toll with multiple health triggers in the Black community, such as extreme heat and poor air quality, made worse by the recent wildfires.

Building on the success of last year’s campaign, KBLA will tailor brand-specific health messaging to the Black community, use strategic alliances to create a healthful behavior pipeline, create culturally and socially sensitive health education opportunities, and enhance knowledge and awareness among Black community stakeholders.

The initiative plans a robust schedule of climate/Black health-themed broadcasts and special programming during the next 12 months, free community events each quarter, a one-of-a-kind Black health online portal, two town halls broadcast nationally from Los Angeles, and a savvy social media and marketing campaign. Last year, KBLA Talk 1580 hosted a national conversation live on C-SPAN. It will do so again this year with the theme, “Narrowing the Gap: Addressing Health Disparities Among African Americans.” KBLA is being joined in this effort by an array of public and private partners.

“The harsher impacts of climate change weigh heavily on communities of color, as we can see with the impact of the wildfires on historic Black communities like Altadena where lives were lost, property was destroyed, and these toxic air pollutants are likely to cause even greater harm in the months and years to come,” stated Tavis Smiley, KBLA’s chief visionary officer, host of the nationally syndicated “Tavis Smiley Show,” and 2023 recipient of the coveted “Freedom of Speech” Award from TALKERS.  “There is real concern that these wildfires may leave even more inequity in their wake.”

As a Black-owned and operated major media company focused on these underserved communities, and as the most ‘trusted, credible and reliable’ media source in Southern California for African Americans and beyond, we are committed to doing more than talk in these troubled times,” added Smiley. “KBLA assigns itself the task of elevating the climate conversation connected to Black health outcomes by amplifying the voices of those who are most impacted by the climate catastrophes we are all witnessing in real-time.”

By Kathy Carr
President, Howie Carr Radio Network (HCRN)

TALKERS EXCLUSIVE

After the first White House press briefing by the youngest presidential press secretary in history, the calls, emails and texts keep flowing in to me about Karoline Leavitt.

Even some of my liberal relatives have said, “She sounds very confident and knowledgeable.” That’s because she is, I texted back. Often in this business, people will try to push a young person in front of you. They will tell you, in all sincerity if not total accuracy, that this person is the next big star. In the case of Karoline Leavitt, my client was right.

Back in 2022, we were at a client remote, and the owner told me he wanted to introduce us to this young lady who had been a White House aide near the end of Trump’s term. “She is going places,” our client told us.

At age 24, Karoline was running for Congress in the seacoast district of New Hampshire. She was an underdog in the GOP primary to an establishment candidate, as well as a former U.S. senator’s wife. Don’t worry about it, our client told us, Karoline is going to win. When you hear something like that, you try not to roll your eyes, but you are, shall we say, skeptical.

But this time, at a car dealership in Portsmouth, it took about 45 seconds to realize that she had it. She worked the showroom like a seasoned political pro, shaking every hand in the place. She looked me in the eye and shook my hand firmly, but not too firmly. She spoke in complete sentences with no ahhhs or ummms. She didn’t punctuate every sentence with some variation of “like” or “you know.”

Despite being heavily outspent, Karoline handily won the GOP primary against her older, better-financed opponents. I truly felt she was going to defeat the Democrat incumbent. I donated to her campaign more than once.

We were stunned when she did not win. I spoke to her the day after the loss and told her that although it might not seem like it now, everything happens for a reason and that something better is coming. I was just trying to make her feel better, but this time it was true.

Soon after her defeat, we met for lunch, and I tried to recruit her as a full-time employee for our radio network. She politely declined, but did work for us as a freelancer and fill-in talk show host. (She was great!) At the end of her stint, she took us out to dinner, picked up the check, gave us a bottle of champagne and posted a video on her (very popular) social media promoting Howie’s latest book. We left dinner that night thinking, Karoline is going places.

So, there she was this week at the podium in the Brady Briefing Room in her beautiful magenta jacket and perfect make-up. But this is no dumb blonde. Her poise is beyond impressive, and everyone now realizes she is not just a pretty face. To the briefing she brought no binder, just brains.

In the winter of 2023, knowing that President Trump was going to run again, we invited her to dinner with us at Mar-A-Lago. Howie made a point of saying hello to POTUS and putting in a good word for the president’s former White House aide. With thumbs up, she posed for a quick photo with President Trump and Howie. She was wearing a jazzy crème and green dress – she always looks like a million bucks!

We are not the sole reason she was hired for the campaign, but we are proud to have played even a small part.

People often ask me what the most rewarding part is about being in the media. Some think it is the money, influence or perks. Those are all great but what a rush it is to see the next big star being born. And her name is Karoline Leavitt.

Kathy Carr is president of HCRN which distributes the Howie Carr Show and Grace Curley Show. She can be reached at Kathycarr@Howiecarrshow.com