Cumulus Partners with The Media Audit and TOMA.Solutions for Consumer Insights
Cumulus Media says that it is “accelerating its commitment to data-driven sales by partnering with The Media Audit and TOMA.Solutions to bring sophisticated market and consumer intelligence to Cumulus stations across a growing number of U.S. markets, providing a level of local clarity that goes far beyond traditional audience metrics.” The company says that The Media Audit provides granular local market data 
on consumer lifestyles, purchasing behavior and cross-platform media usage while TOMA.Solutions adds a powerful layer of competitive insight by measuring “Top-of-Mind Awareness,” revealing which local brands own the first-to-mind position in their categories. Cumulus president of operations Dave Milner says, “Today’s advertisers want more than audience delivery. They want insight, clarity, and a stronger connection between marketing decisions and business results. By integrating specialized resources like The Media Audit and TOMA.Solutions into our broader research suite, our teams in these markets provide an even deeper level of local intelligence, helping our clients build more precise and effective campaigns.”
which is 19.6% of adults planning a new vehicle purchase. Among heavy radio listeners (those that listen more than 3 hours a day), that number jumps to 30%. That’s 53% stronger than the general market.” Forester says that podcasts are also a good genre for auto advertising. He says, “The multi-media analysis by The Media Audit revealed podcasts captured the interest of 30.1% of adults 18+ planning to buy a new vehicle in the next 12 months… 53% higher than the general market. Audio streaming does well at 22.7%… 16% higher than the general market” Forester concludes, “Automotive advertisers have a tremendous opportunity to leverage radio’s ability to connect with ready-to-buy consumers. Our data shows that radio not only drives awareness but also inspires action, making it an essential part of any automotive advertising strategy.”