WWO: Why AM/FM Radio is a Great Place to Promote Podcasts
This week’s Cumulus Media | Westwood One Audio Active Group blog investigates the connection between AM/FM radio listening and podcast listening and concludes that “a majority of the podcast audience also listens to AM/FM radio and vice versa.” It reports that Edison Research’s Infinite Dial study reveals that of the weekly AM/FM radio audience 45% listen to podcasts weekly, 55% listen to podcasts
monthly, and 77% have ever listened to podcasts. “All of this podcast and AM/FM radio audience duplication means there are great cross-promotion opportunities.” Among the podcast audience, over half the ad-supported time spent goes to podcasts themselves at a 53% share. AM/FM radio follows with a 37% share. Distantly following are ad-supported SiriusXM (4%), ad-supported Spotify (3%), and ad-supported Pandora (3%). Additionally, MARU/Matchbox was commissioned to study Cumulus Media radio listeners who listened for at least an hour to stations in Dallas, Chicago, Detroit, San Francisco and Atlanta and were exposed to promos for eight Cumulus Podcast Network podcast titles. Overall, 54% of the Cumulus radio audience were aware of the eight Cumulus Podcast Network podcasts. A much larger promotion of heavy AM/FM radio listeners (67%) were aware of the podcast titles, and a whopping 75% of the heavy AM/FM radio streaming audience were aware of the podcast titles. Read the blog here.
“Dateline NBC” at #3. Radio related podcasts in the top 25 of this ranker include: Cumulus Podcast Network’s “The Dan Bongino Show” at #7, Cumulus Podcast Network’s “Mark Levin Podcast” rising four spots to #19, and Salem Podcast Network’s “The Charlie Kirk Show” at #22. Just as it did last month, Triton notes that Cumulus experienced data collection issues with the Daily Wire shows (such as “The Ben Shapiro Show” which ranked #3 in the June report) during this period. 
remained at #9, Cumulus Podcast Network’s “The Dan Bongino Show” rose one spot to #11, and FOX Audio Network’s “FOX News Hourly Update” fell one spot to #16. Other data from Podtrac from this report includes: 1) U.S. unique monthly audience increased for all but one of the Top 20 publishers in August 2023 over July 2023; 2) The average U.S. unique monthly audience for the Top 20 publishers was up 13% month-over-month and down 3% over July 2022; 3) Total global downloads for the Top 20 publishers were up 7% month-over-month and flat year-over-year; and 4) The combined audience for the Top Sales Networks was up 15% month-over-month.
“Overreaction Monday” on September 4 that expands on the most popular segment of his flagship podcast, “The Rich Eisen Show,” into its own weekly podcast with Eisen and co-host Chris Brockman reflecting on the biggest fan- and hysterical media-driven overreactions from the previous weekend’s professional and college football games. To support his growing podcast network, Eisen has built an expanded studio and team in El Segundo, California with state-of-the-art recording equipment and set design. Eisen says, “Since joining the Cumulus family, they have shown unwavering support for my vision in growing my brand. As I have expanded my suite of services, they were the only ones I wanted to do business with, and I couldn’t think of a better place for my voice and productions to be heard over the coming years.” In addition to his podcast network, Eisen hosts the pregame and halftime shows for Westwood One’s syndicated “Monday Night Football” coverage and anchors “The Rich Eisen Show,” also syndicated by Westwood One for national radio.
related podcasts in the top 25 include Cumulus Podcast Network’s “The Dan Bongino Show” at #7, Salem Podcast Network’s “The Charlie Kirk Show” at #21, and Cumulus Podcast Network’s “The Mark Levin Show” at #22. Triton notes that Cumulus experienced data collection issues with the Daily Wire shows (such as “The Ben Shapiro Show” which ranked #3 in the June report) during this period. 
“The Daily” ranked #1 (based on unique U.S. monthly audience). NBC News’ “Dateline NBC” came in #3 and NPR’s “NPR News Now” was #4. The lone talk radio personality whose podcast landed in Podtrac’s Top 20 was Dan Bongino. His Cumulus Podcast Network show ranked #11.
reach from Edison Podcast Metrics. “The Joe Rogan Experience” is #1 for this period, followed by audiochuck’s “Crime Junkie” at #2, and The New York Times’ “The Daily” at #3. Podcasts hosted by commercial talk radio personalities that made the Top 50 include: Cumulus Podcast Network’s “The Ben Shapiro Show” (#8), Cumulus Podcast Network’s “The Dan Bongino Show” (#21), The Ramsey Network’s “The Ramsey Show” (#22), and Cumulus Podcast Network’s “The Matt Walsh Show” (#42). 
in the #1 position while NBCUniversal News Group’s “Dateline NBC” rises to the #2 rank. Rounding out the top five is audiochuck’s “Crime Junkie” at #3, Cumulus Podcast Network’s “The Ben Shapiro Show” at #4, and NPR’s “Up First” at #5. Also in the top 10 for June was Cumulus Podcast Network’s “The Dan Bongino Show” at #7. 
audiochuck’s “Crime Junkie,” followed by Cumulus Podcast Network’s “The Ben Shapiro Show,” which rises from #4 to #3. Cumulus Podcast Network’s “The Dan Bongino Show” was steady at #7, while the company’s “The Matt Walsh Show” climbed two spots to #19. The Salem Podcast Network’s “The Charlie Kirk Show” fell two spots to #21. 
producer or network that represents the advertising for the show, not the platform or app that the listener uses to access the podcast. For this period, Spotify, SiriusXM Podcast Network, and iHeartRadio take the top three spots, respectively. Other commercial radio-related networks making this ranker include: Audacy (#8), Cumulus Podcast Network (#10), The Ramsey Network(#25), and Blaze Podcast Network (#28). 
NPR’s “Up First” at #3, bumping Cumulus Podcast Network’s “The Ben Shapiro Show” to the #4 rank. Other commercial radio-related podcasts ranking high on this month’s chart include Cumulus Podcast Network’s “The Dan Bongino Show” (#7), Salem Podcast Network’s “The Charlie Kirk Show” (#17), and Cumulus Podcast Network’s “The Matt Walsh Show” and “Mark Levin Podcast” at #21 and #22, respectively. 
pop culture into the network. The Cumulus Podcast Network will distribute, market, and monetize the more than 300 Bleav shows. Cumulus EVP of marketing and Westwood One president Suzanne Grimes says, “Bleav has created a broad and deep well of programming for sports fans, with content from virtually every professional and major college team in America. Listeners and advertisers alike turn to Westwood One for the very best sports programming, so it’s a natural fit for us to partner with Bleav and offer our advertisers access to this extensive podcast portfolio.”
Podcast Network’s “The Ben Shapiro Show” gaining three spots to take the #3 position. Some of the other radio company-related podcasts of note in the March report include Cumulus Podcast Network’s “The Dan Bongino Show” steady at #7, Salem Podcast Network’s “The Charlie Kirk Show” down four spots at #19. 
Some of the radio-related podcasts in this ranker include Cumulus Podcast Network’s “The Ben Shapiro Show” which remains at #6, and “The Dan Bongino Show” which rises one spot to #7, Salem Podcast Network’s “The Charlie Kirk Show” is steady at #15, and Audacy Podcast Network’s “We Can Do Hard Things with Glennon Doyle” falls five spots to #21. 
as a percentage of the weekly podcasting audience – is based on total audience reach from Edison Podcast Metrics, and Edison says the Q3-Q4 ranker includes increased sample size implemented last year and is based on surveys of 10,579 weekly podcast listeners age 13+. The rest of the top 10 are: 4) Wondery/Audible/Amazon Music, 5) Audioboom, 6) The New York Times, 7) NPR, 8)Audacy, 9) Acast Creator Network, and 10) Cumulus Podcast Network.
podcasts making the ranker of the top 100 podcasts include Cumulus Podcast Network’s “The Ben Shapiro Show” steady at #6, Cumulus Podcast Network’s “The Dan Bongino Show” up one spot to #8, Salem Podcast Network’s The Charlie Kirk Show up two spots to #15, and Audacy Podcast Network’s “We Can Do Hard Things with Glennon Doyle” up seven spots to #16.