WWO: YouTube’s Growth as Podcast Destination
This week’s Cumulus Media | Westwood One Audio Active Group blog reports that data from Cumulus Media and Signal Hill Insights’ Podcast Download Spring 2024 report shows YouTube has pulled away from primary competitors Spotify and Apple Podcasts to become the most-used podcast platform in the U.S. For the study,
MARU/Matchbox was hired to conduct an in-depth study of 603 weekly podcast consumers from April 19-24 of this year. Takeaways include: 1) YouTube is used most among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers; 2) YouTube podcast audience profile: Male and younger than the Apple Podcasts audience; 3) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts; and 4) Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features. This growth for YouTube comes at the expense of Apple Podcasts. In July of 2019, Apple Podcasts was the most-used platform for 29% of weekly podcast consumers with 15% for YouTube. Five years later the figures are nearly reversed with 31% of weekly podcast consumers preferring YouTube and just 12% reporting Apple Podcasts as their most-used platform. See the full blog here.
Podcast Network for multiple years. Additionally, Levin will also develop and host an all-new show for the network, his first ever original content podcast series. Levin’s radio show airs live from 6:00 pm to 9:00 pm nightly on close to 400 affiliate stations. He says, “This has been my radio home for 23 years, and I am more excited than ever – especially during these tumultuous and historic times – to continue my relationship with my first-rate broadcast partners for many years to come. I understand my obligation is to serve the millions of patriotic Americans in the audience. I am blessed to do what I do, and I am committed every day to providing detailed analyses of current events along with historic context, commentary, and my in-depth perspectives to deliver the very best broadcasting I am able to share with our many listeners.”
reporting to president and CEO Mary G. Berner and remain a member of the company’s leadership team. Berner states, “Shoshana’s promotion is a reflection of the essential and unique role that she has played at Cumulus over the last nine years. Her communications work has helped us build one of the healthiest and most positive corporate cultures in our industry. Her revenue generation efforts have resulted in millions of dollars of incremental revenue for the company and significant improvements in the competitiveness of our local market sellers. Moreover, her insights and collaborative spirit have made her an invaluable member of our leadership team and I’m looking forward to her continued success in this new role.”
president of operations Dave Milner says, “Alex is an extremely effective and capable leader. His track record in Houston has been outstanding, so it’s a logical progression for him to help lead both Albuquerque and Tucson.” Cadelago comments, “I am honored to have the opportunity to work with our amazing teams in Albuquerque and Tucson and am looking forward to building upon the success Jeff and Ken have achieved in these regions. I would like to thank Mary Berner and Dave Milner for their support in expanding my role with Cumulus, and Dan Bennett for his mentorship over the past 10 years.”
Mason, a visionary leader who has successfully guided our sports station for the past four years, is now poised to bring the same focus, passion, and energy to our news/talk station – ‘SuperTalk 99.7 WTN.’ With an exciting blend of local hosts delivering both local and national stories in an informative and engaging manner, Paul is ready to lead this station to new heights. As we recently launched the SuperTalk YouTube channel, we anticipate continued dominance in spoken word content under Paul’s steady guidance. I would be remiss if I did not at the same time thank Dan Mandis for his outstanding leadership of the station over the last 10 years. Dan has successfully managed both the station, especially through challenging times, and breaking news while maintaining hosting duties and we look forward to letting him settle into his weekday morning show.” Mason comments, “SuperTalk 99.7 WTN’s reputation in the news/talk format is among the elite. Dan Mandis has built a strong brand, and I look forward to working alongside not only Dan, but with the entire on-air staff (Chris Hand, Matt Murphy, and Brian Wilson), and our producers. The recent launch of SuperTalk TV has positioned WTN to continue to be a leader in news/talk. WTN has loyal clients and listeners, and we are committed to bringing stories, news, and opinions in a meaningful and engaging way. I’m humbled and thankful for the trust Allison Warren, Brian Phillips, and John Dimick have in me to lead spoken word at Cumulus Nashville.”
The second of four rounds of ratings information from Nielsen Audio’s May 2024 PPM survey has been released for 12 markets including: Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered April 25 through May 22. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, DC, Cumulus Media news/talk WMAL-FM declines eight-tenths to finish with a 3.8 share (weekly, 6+ AQH share) and is ranked #11 in the market, while Hubbard Broadcasting all-news WTOP-FM rises four-tenths for an 8.2 share that keeps it ranked #2. In Boston, iHeartMedia news/talk slides four-tenths to finish with a 2.9 share and the #14 rank, as sister all-news WBZ-AM dips four-tenths to a 4.5 share but remains ranked #7 in the market. And in Seattle, Bonneville news/talk KIRO-FM gains seven-tenths to finish with a 4.5 share lifting it to the #6 rank, while sister conservative talk KTTH-AM rises one-tenth to a 1.5 share and the #23 rank, and Lotus Communications’ conservative talk KVI-AM adds a half share for a 1.8 share finish good for the #21 rank. 
advertising. The five questions are: 1) Does audio work? 2) Can audio be planned and purchased at scale? 3) Are there creative best practices for getting audio right? 4) Can audio be measured? And 5) Is the brand properly set up for success? Fix says, “These five questions are important to advertisers, providers of audio, and the industry in general. Communication with advertisers is best when it is acknowledged as to the stage of the advertiser and the industry. Failure to identify and address each step in the 5-Question Framework will cause unnecessary delay.” 
also affects air personalities Andrea Darlas and Jane Clauss, but it appears Darlas will continue with the station for weekends and her podcast. WLS-AM program director Stephanie Tichenor says, “Ray has been part of the fabric of ‘The Big 89’ for years. We’re thrilled to have him back in morning drive on 890 WLS-AM.” Stevens comments, “I am beyond ecstatic to be back doing mornings at WLS and 890 in my hometown. Special thanks to Marv Nyren and Stephanie Tichenor for having faith and believing in me. Also special thanks to KCMO’s Donna Baker and Pete Mundo who’ve let me work middays at the radio station for the better part of the year. I can’t wait to get to work and be on the air at the legendary 890 WLS-AM talking NASCAR, politics, football, and everything that makes us the greatest city in the world!”
Media and president, Westwood One, was elected radio board chair by the NAB radio board. Kevin Perry, president and CEO of Perry Publishing and Broadcasting Company, was elected radio board first vice chair, and Leonard Wheeler, president of Mel Wheeler, Inc., was elected radio board second vice chair. Chris Ornelas, executive vice president and general counsel of Beasley Media Group, was reelected to the radio board’s major group representative seat on the NAB board’s executive committee. Perry Sook continues the second year of his role as joint board chair. The position is elected every two years. The elections took place at the NAB Board of Directors meeting, held June 3-4.
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. 
Documentary was produced, directed, and narrated by Jeff Aiello. KMJ program director Blake Taylor also served as a producer for the film. Winners will be announced at the 53rd Northern California Emmy Awards Gala on June 15, 2024, at the San Francisco Hilton. Cumulus Fresno regional VP and market manager Patty Hixson says, “It is a remarkably humbling experience to be a part of this documentary celebrating KMJ’s 100 years of serving the community. I am grateful to have been with this heritage brand since the late 80s. The entire KMJ team is excited to share our story through this documentary – and we’re thrilled that the film has been nominated for an Emmy!” Blake Taylor adds, “When KMJ went on the air, people didn’t have radios. That is one of the great lines from the film that really speaks to me. The longevity, the success, and the impact of KMJ for over a century is really remarkable. To be a small part of that is truly meaningful.”
The third of four rounds of ratings data from Nielsen Audio’s April 2024 PPM survey has been released for 12 markets including Portland, Charlotte, San Antonio, Sacramento, Pittsburgh, Salt Lake City, Las Vegas, Orlando, Cincinnati, Cleveland, Kansas City, and Columbus. The survey covered March 28 through April 24. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Portland, Alpha Media’s news/talk KXL-FM sheds one-tenth for a 6.4 share (weekly, 6+ AQH share) but remains ranked #2 in the market, while iHeartMedia’s news/talk KEX-AM dips two-tenths to a 1.6 share good for the #20 rank. In Salt Lake City, Bonneville’s news/talk KSL-AM/FM shoots up 1.4 shares for an 8.1 share finish and remaining ranked #2, while iHeartMedia’s news/talk KNRS-AM/FM is steady with a 2.6 share but climbs two spots to the #15 rank. In Kansas City, Audacy’s news/talk KMBZ-FM adds three-tenths to finish with a 5.6 share keeping it ranked #4, while Cumulus Media’s news/talk KCMO-AM falls half a share to wrap the survey with a 1.5 share, pulling it down to the #18 rank. 
The second of four rounds of ratings data from Nielsen Audio’s April 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered March 28 through April 24. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM dips two-tenths to finish with a 4.6 share (weekly, 6+ AQH share) and slides back to the #6 rank, while Hubbard Broadcasting’s all-news WTOP-FM loses one-tenth to finish with a 7.8 share good for the #2 rank. In Boston, iHeartMedia’s news/talk WRKO declines one-tenth for a 3.3 share finish and holds steady at the #12 rank, while sister all-news WBZ-AM rises three-tenths to a 4.9 share, yet it falls one spot to the #7 rank. In Seattle, Bonneville’s news/talk KIRO-FM dips one-tenth to a 3.8 share and slides down to the #10 rank, while Lotus Communications’ all-news KNWN-AM/FM loses one-tenth to finish with a 2.4 share and remains ranked #18. 
his radio career in 2010 in Battle Creek, for WBCK-FM and WBXX-FM, former Cumulus stations now owned by Townsquare Media. Cumulus president of operations Bob Walker comments, “Steve has proven himself to be an accomplished leader in the Dallas market the past 10 years and we are thrilled to have him moving back home to Michigan, an area of the country that is important to Steve and his family. We are excited for him to get started and eager to see the impact he will have.” Holm says, “I’m very thankful for the opportunity to come back home. The Grand Rapids and Muskegon teams are a tightly knit group and are determined and ready to win. I’m excited to be joining them and look forward to the challenges and growth ahead.”
program will be simulcast on Cumulus Media’s New London, Connecticut news/talk outlet WXLM-AM, beginning Monday (5/13). Valicenti has been hosting the morning show on WPRO since 2010. He is also the evening anchor on Sinclair’s WJAR-TV, Providence where he’s been working since 1992.
and podcasts are all a part of what we do, so show us what you’ve got. The successful candidate will be responsible for all aspects of programming including scheduling content, coaching on-air staff, station and AM/FM cluster strategy, development of on-air/online promotions and generating associated revenue, oversight and content creation for digital extensions (including streams, websites and podcasts), and have a strong customer service approach towards listeners, staff, & sales. Additionally, the candidate will act as the program director for Legendary News Radio KKOB and KNML The Sports Animal. 
continues to weigh on advertisers. With the advertising environment still unsettled, these new terms (spelled out in the preceding story) provide us additional time and flexibility to execute against our key business priorities – accelerating digital growth, reducing fixed costs, and continuing to de-lever our balance sheet – each of which is foundational to our ability to build long-term shareholder value.” The company took a net loss of $14.2 million in Q1, but it was far less than the net loss of $21.5 million it reported in Q1 of 2023. Cumulus breaks out its revenue in segments and the total broadcast revenue for Q1 of 2024 was $139.7 million, down 5.6% from Q1 of 2023. Spot revenue was $90.5 million (down 7.3%) and network revenue was $49.2 million (down 2.3%). The company’s digital segment reports revenue of $34.5 million, up 7.3% over the first quarter of 2023.
the chief engineer for Cumulus Media in Fort Walton Beach and Pensacola, Florida. Beasley says Ringer will be responsible for transmitter and studio maintenance, troubleshooting and repairs of the market’s RF systems, maintaining and utilizing Wheatstone and WheatNet for audio routing and broadcasting, and other related duties. Ringer comments, “Having been raised in studios and transmitter sites, I feel that broadcast engineering is in my DNA. My father has been a broadcast engineer for more than 40 years and has taught me most of what I know. I credit him with instilling an unwavering work ethic in me as I watched him work tirelessly through my childhood years. I have been working in radio for more than 25 years and love every aspect of what I do.”
daypart, starting Monday (5/6). KLIF program director Bruce Collins says, “We are extremely excited to add Brian Kilmeade to the 570 KLIF-AM/96.3 FM-HD2 weekday radio lineup, especially as we head into the election season. Brian will be talking each day to the movers and shakers in the political world, keeping DFW up to date. Together with Sean Hannity weekday afternoons from 4:00 pm to 7:00 pm, we have the national political scene more than covered.” Kilmeade comments, “I am thrilled to be joining a great station with a rich history like KLIF and enter the fourth biggest market in the country. I’m honored to be a part of this first-class lineup right in the middle of this historic election season, and in short order will be in Dallas to meet all the listeners in person!”
after being diagnosed with kidney cancer, worked in the radio industry for 40 years – almost 20 of those years as morning host for WJBC. WJBC states, “Laughlin was a longtime supporter of the Salvation Army, volunteering each year to ring bells and help raise money for the Bloomington non-profit. That included the ‘Cubs vs. Cards’ challenge with his good friend Gary Morefield – and the ‘Scott vs. Scott’ challenge alongside WJBC’s Scott Miller. Last year, the Salvation Army created the ‘Scott Laughlin Spirit Award’ to honor its top fundraisers through the annual red kettle campaign.” Laughlin is survived by his wife Lori.
station after retiring from Cumulus Media’s crosstown sports talker KTCK-AM/FM “The Ticket” tells the Observer that he and castmates Julie Dobbs and Jeff Cavanaugh were let go on Friday (4/26). Rhyner says, “I could be standing at the New Mexico border and still see this coming. It’s a feeling that I and plenty of others at the station had been getting for some time now. iHeartRadio is a music company that really doesn’t do that much talk radio, and the talk radio they do is not local or locally originated, and they got caught into something [97.1 The Freak] they didn’t know anything about, and they were kind of overwhelmed by it, and they decided that ‘this is not our bag.’” Whitt’s Athlon story noted that “lagging ratings” and the talent expense [high overhead] had the station in corporate’s fiscal sights. 
Interestingly, marketers and media agencies massively underestimate the immense sales effect power of creative. NCSolutions says that creative drives half of sales, about two-and-a-half times what advertisers perceive. The Advertiser Perceptions February 2024 study reports brands and media agencies say creative only represents 19% of total sales effect. NCSolutions science reveals creative generates an eye-popping 49% of incremental sales. According to System1 chief customer officer Jon Evans, “Creative is the number one factor in explaining the performance of your advertising and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage. Firstly, marketers need to wake up to the importance of creative and secondly realize it isn’t some dark art but something you can measure and improve to give you an advantage over the competition who haven’t realized this yet.” 
31). The company says it expects to report net revenue in a range of $199 million to $201 million – change of between 3.3% and 2.3%. It also expects to report a net loss in a range of $(14.9) million to $(13.4) million and Adjusted EBITDA in a range of $7.65 million to $9.15 million. The company will report its actual first quarter 2024 operating results on Friday, May 3. 
The second of four rounds of ratings data from Nielsen Audio’s March 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered February 29 through March 27. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media news/talk WMAL-FM rises three-tenths to finish the survey with a 4.8 share (weekly, 6+ AQH share) that lifts it to the #5 rank, while Hubbard Broadcasting all-news WTOP-FM adds three-tenths for a 7.9 share and remains ranked #2. In Detroit, Cumulus Media news/talk WJR dips two-tenths to finish with a 2.3 share but remains ranked #14, while Audacy’s all-news WWJ is steady with a 5.3 share that keeps it ranked #9 in the market. In Phoenix, iHeartMedia news/talk KFYI falls half a share to a 3.0 share and moves back one spot to the #10 rank, while Bonneville news/talk KTAR-FM also loses a half share, finishing with a 2.2 share good for the #18 rank. 
president and market manager Marv Nyren says, “WLS is bigger than a destination on your radio dial – it’s a Chicago institution and treasure. 100 years ago, radio was simply sound communication via radio waves but there’s nothing simple about the impact of WLS on Chicago. WLS has been a neighbor, a friend, and a mentor for people in Chicagoland. It’s been a place where people can go for entertainment and information – and it’s been a companion to the biggest moments in history. We are excited to usher in WLS-AM’s next 100 years with Chicago’s best audio content on-air, online, on-demand, and onsite.”
media budget, adding AM/FM radio to a digital/TV plan sharply builds reach. Via Nielsen Commspoint, the media allocation planning tool, a wide range of monthly digital/TV media plans were examined. Very small, light, medium, and heavy campaigns were examined. The lightest digital/TV campaign reached 10% of the market. The heaviest reached 60%. Then a 20% allocation of AM/FM radio was introduced. The results were stunning. Across the seven monthly campaigns, from the lightest to the heaviest, the addition of AM/FM radio generated significant lifts in reach. Shifting 20% of the lightest TV/digital campaign to AM/FM radio caused reach to double. Introducing the 20% allocation of AM/FM radio to medium-sized campaigns causes reach to soar by 36% to 55%. Even the heaviest TV and digital campaign saw reach grow 20% with the addition of AM/FM radio to the plan.” 
in community involvement, along with multiple merit awards. The annual MAB Broadcast Excellence Awards gala was held on Saturday, April 6 at the Sound Board inside MotorCity Casino Hotel in Detroit. WJR program director Ann Thomas states, “Thank you to everyone associated with the Michigan Association of Broadcasters for this tremendous honor. As you can imagine… because WJR is more than a hundred years old, the archives in the Golden Tower of the Fisher Building are amazing. While doing some spring cleaning the other day, I came across boxes of awards and plaques from non-profit organizations applauding our work and ‘thank you’ notes from community leaders and listeners. It reminded me that all of us here in this room stand on the shoulders of the broadcasting greats who came before us. They set the bar for excellence, and I am grateful that in 2024, the talent, producers, engineers, production, digital, and sales teams at WJR are still working to be the best in the business.”