However, gains in podcasting across all demos offer lessons for radio…
By Paul Marszalek
The Top 22.com
Using data from Edison Research’s ongoing “Share of Ear” study, Cumulus/Westwood One has released a great sales deck making the case for radio.
The Q1 2022 data crushes the myth that radio performs poorly against other ad-supported media. In truth, use of over-the-air radio continues to lead by wide margins. Also true is that over-the-air listening is essentially down by 10 points since 2018. Some of that loss is offset by slight gains in listening to radio station streams.
Noteworthy are the gains in podcast usage — and radio should take note. After all, podcasts are grabbing audience with compelling storytelling and fantastic talent – investments that commercial radio is collectively loathe to make.