New research indicates a strong correlation between AM/FM radio listenership and podcast consumption, highlighting the advantages of cross-promotion. In Q2 2023, nearly one in three Americans 25-54 now listen to podcasts daily, a figure that has quintupled since 2016.
According to Edison Research’s Infinite Dial study, 45% of AM/FM radio listeners listen to podcasts weekly and 55% monthly. 77% have listened to a podcast at least once.
The Cumulus Media/Westwood One Audio Active Group commissioned a study conducted by MARU/Matchbox to explore the potential of AM/FM radio promos in increasing podcast awareness. Surveying 439 respondents across five major US cities, the study found that the more time individuals spent listening to AM/FM radio, the more likely they were to be aware of podcast promotions.
Among heavy AM/FM radio listeners, 75% were aware of the promoted podcast titles. Furthermore, one out of four of these listeners indicated they would likely try the promoted podcasts.
These findings suggest that AM/FM radio is an effective platform for podcast promotion. Heavy AM/FM radio listeners, including those who stream, are more aware of and interested in podcasts. This presents a strong case for more targeted cross-promotion, especially as more AM/FM radio stations launch their own podcasts featuring their on-air talent.
