According to Cumulus CEO Mary Berner, podcasting is now a meaningful contributor to Cumulus’ top and bottom lines. She says Cumulus podcasts are now being downloaded 67 million times per month and the profit margin for podcasting is better than some of Cumulus’ core business products.
Berner also said she still sees a lot of runway for growth in podcasting. Cumulus owns the Westwood One Podcast Network. She added that Cumulus’ radio station portfolio makes it the second-largest promotional platform behind iHeart. Those stations are used to promote podcasts on the Westwood One Podcast Network.
Berner also said that advertiser demand is now shifting from direct marketers to brand advertising and there’s a growing demand to reach a female audience.
Berner provided those details during Cumulus’ earnings call Thursday.