Westwood One’s Podcast Download -- Fall 2018 Puts Spotlight on Habitual Listeners

Ahead of the event Westwood One released its second annual Westwood Oneamp8217s Podcast Download Fall 2018 Report and accompanying infographic amp160This report is exclusively available to download on WestwoodOnePodcastscom amp160Working with MARUMatchbox and Vision Critical the nationally recognized leader in consumer research the second installment of the study answers threeamp160questions about the habitual or amp8220heavyamp8221 podcast listener for marketersWho are theyThis type of information is invaluable to advertisers especially those who are toying with entering into the world of podcast advertising for the first time Advertiser Perceptions routinely takes the temperature of marketers and agencies to uncover patterns in advertisement sentiment amp160Their latest data shows that more than twothirds of advertising media decision makers have discussed advertising in podcasts amp160Thirtysix percent are likely to actually advertise in podcasts in the next six monthsTo make smart effective decisions advertisers need to be armed with a strong understanding of who habitual listeners are and what makes them tick amp160Hereamp8217s the profile Theyamp8217re big podcast fans that much is clear and they spend over six hours per week listening amp160Thatamp8217s a lot of time but are the habitual listeners sizable enough to be worthy of the attention amp160As it turns out yes amp160Heavy podcast listening is on the rise amp160Since the first release of this report in July 2017 the number of heavy podcast listeners increased 19 amp160Up from 36 last year heavy listeners who consume more than six hours per week now account for nearly half of all weekly podcast listeners amp160Thatamp8217s a substantial chunk of dedicated fans who arenamp8217t just casually tuning inFemales are listening more than ever before amp160Growth in weekly time spent listening among women is six times the growth among men compared to last year amp160Their appetite for podcast consumption is growing amp160In just one year the number of podcasts downloaded among weekly female listeners was up 25 as well as the number of podcasts listened to up 27 from 2017Demographically heavy female podcast listeners are a younger group with a healthy income amp160Most are married and 72 of them have children a key insight when considering the 29 growth in listening to familyoriented podcasts over the last yearThese insights have informed the programming announcement of Westwood Oneamp8217s justlaunched new podcast network targeting female listeners The Empowher Podcast Network amp160Featuring original podcasts such as Run Like a Girl Suze Orman39s Women ampamp Money Show Straight Talk with Ross Mathews and Pop Talk with Ross Mathewsamp160Women Want to Hear Women with Elaina Smith Bad Mommas with Jaydeamp16040 Weeks with Jayde Donovan the firstever Westwood One Pitch Pod discovery BLK In Gradamp160School and a new show in partnership with NBC Sports Radio called On Her Turf amp160The network is about empowering women to use their voice have fun and be inspiredWhat do they listen toFamilyoriented podcasts arenamp8217t the only types of content seeing increased interest amp160For women comedy and pop culture are podcast magnets amp160Fiftytwo percent of weekly female podcast listeners regularly listen to comedy podcasts Half of them connect with the entertainment world through popculture contentOther content types that round out the top five preferences for weekly female podcast listeners include news and current events storytelling dramas and music Knowing the listener and content environments they are most attracted to gives advertisers key clues in how to effectively tailor their messagesHow are they listeningThe ondemand nature of podcast listening is amplified with heavy listeners amp160Fiftytwo percent of them listen to a podcast right after downloading amp160Immediacy is key amp160The heavy podcast listener uses a variety of devices to consume their content amp160Sixtyfour percent use a laptop computer to listen amp160Sixtyone percent are reaching for their iPhone or Android phoneVoice activated technology is also a magnet for heavy podcast listeners with growth in adoption surging 13 from 39 in 2017 to 44 in the latest survey Women and Boomers are particular proponents of the technology amp160Podcast content needs to be at their fingertips and at their smart speakers for heavy podcast listeners amp160Theyamp8217re early adopters of technology who are leading the charge in advancing usageAdvertisers need the download on this covetable group of consumers before they can make effective media decisions amp160Visit WestwoodOnePodcastscom to download Westwood Oneamp8217s Podcast Download Fall 2018Photo creditamp160Igor StarkovUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Westwood One’s Podcast Download -- Fall 2018 Puts Spotlight on Habitual Listeners

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Lauren Vetrano

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Westwood One’s Podcast Download -- Fall 2018 Puts Spotlight on Habitual Listeners

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