Nielsen Publishes ‘Podcasting Today: Insights for Podcast Advertisers.’ This new report from Nielsen presents demographic data about podcast listeners and indicates what kinds of podcasts are being consumed by listeners based on ethnicity, age, and other factors. Nielsen says, “After a decade of audience growth, podcasts have become an extremely appealing advertising platform. And with broadening appeal and strong listener engagement, brands should be looking to them as a more personalized way to connect with audiences who are maxed out on visual inputs. Importantly, podcast advertising – particularly when delivered by the podcast host – drives stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s podcast effectiveness studies have found that host-read ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.”  Nielsen says that regardless of demographic breakdown, podcast listeners – both light and heavy users – are “among the most desirable audiences across the entire media landscape. That’s because of two key factors: Podcast audiences are very engaged with the content they listen to and podcast listeners have much higher household incomes than the general population. The growing base of 22 million light podcast listeners have a median annual household income of just over $80,000, while the 14 million heavy podcast listeners have a median income of $88,600.” But figuring out which podcasts will be most effective for marketers is the challenge. Nielsen says, “Unlike it does with traditional forms of media, traditional audience measurement does not provide brand advertisers with enough guidance for reliable podcast targeting. Advertising with a well-known title can certainly provide reach, but it doesn’t guarantee resonance or that listeners will take action. The world is moving away from cookies, bots, and anonymous impressions, and that elevates the importance of actual people. And when it comes to podcast advertising, there is no substitute for knowing what actual people are listening to, what they respond to and how to best engage them as a brand.”

Round Two of January PPM Ratings Released. The second of four rounds of ratings data from Nielsen Audio has been released for 12 markets including: Washington, DC; Boston; Miami; Seattle; Detroit; Phoenix; Minneapolis; San Diego; Tampa; Denver; Baltimore; and St. Louis. The January 2021 survey period covered January 7 – February 3. TALKERSmagazine managing editor Mike Kinosian presents his Ratings Takeaways from this round of markets. In Washington, Cumulus Media’s WMAL-FM adds 1.3 shares to finish the survey with a 5.9 share and jumps to the #5 rank while Hubbard Radio’s crosstown all-news WTOP-FM rises to the #2 rank on the strength of a 1.8 share jump to a 9.9 share finish. iHeartMedia’s all-news WBZ-AM, Boston claims the #1 rank after tacking on 1.7 shares to finish the survey with an 8.2 share. Sister news/talk WRKO also improves – by nine-tenths to a 5.2 share – but remains ranked #8. Sinclair Broadcast Group’s all-news KOMO-AM/FM, Seattle rises to the #4 rank after adding 1.1 shares for a 5.7 share finish, but Bonneville’s crosstown news/talk KIRO-FM remains ranked #1 after adding two-tenths and posting a 7.4 share. See Mike Kinosian’s complete report here.

Premiere Networks’ Buck Sexton and Ben Ferguson to Broadcast from CPAC. The Conservative Political Action Conference takes place at the Hyatt Regency Hotel in Orlando today through Sunday and Premiere Networks-syndicated personalities Buck Sexton and Ben Ferguson will broadcast from the event. The nightly “Buck Sexton Show” and “The Ben Ferguson Podcast” will remote broadcast today and tomorrow and will feature interviews with speakers and special guests. Additionally, Ferguson will emcee a speaker series titled, “The Left’s Assault on a Free People: How Government, Big Tech and Media are Colluding to Deprive Us of Our Humanity,” on Friday at 1:40 pm, which will be followed by an appearance by Sexton on a panel titled, “Big Tech is for Sale, and Russia and China are Buying” at 2:55 pm ET.

Dan Proft to Give Up SRN Syndicated Evening Show. According to a report by Chicago media writer Robert Feder, Dan Proft will end his role as host of the Salem Radio Network evening show after the March 5 edition and will focus on his daily morning radio show on the company’s WIND “AM 560 The Answer.” He may transition the night show into a podcast to be offered via the Salem Podcast Network. Proft took over the 9:00 am to 12:00 midnight syndicated program after former host Joe Walsh left to run for the White House as a Republican.

Rare Rush Limbaugh Interview from 1990 Posted on Harrison Podcast. A clean audio copy of an interview Michael Harrison conducted over the phone with Rush Limbaugh during the Summer of 1990 emerged in 2016 after spending more than a quarter century stuffed in a forgotten dust-covered box marked “misc.” in the storage bins of the TALKERS archives. It is the historic centerpiece of this week’s installment of the award-winning PodcastOne series “The Michael Harrison Interview.” Harrison had just launched TALKERS magazine – the talk media trade publication – in July of that year. Rush was the hottest up-and-coming talent in the business on the air with his national program that launched less than two years earlier. He was cleared at that time on about 240 stations which was a huge deal based on the standards of that era. According to Harrison, “Rush was still the new kid in town – provocative, exotic and controversial – not only politically but industrially as well. And the jury was still out – in terms of radio industry opinion – about whether or not a syndicated show could make it in prime daytime slots on the biggest stations in America. At that point, syndication was reserved largely for off-hour filler shows – mostly overnights and weekends.” Harrison adds, “I was talking with Rush for a print interview that ran in the third issue of TALKERS dated August 20, 1990 – almost 31 years ago! The recording was slapped together on Radio Shack equipment with one microphone, a cassette deck and one of those speaker boxes that were popular in that era. It was never intended for airplay – only as a transcription for reference to be used in print. And I didn’t conduct the conversation for the purposes of it actually being a show unto itself. It was just a utilitarian recording designed to be transcribed for print. I guess that’s why I eventually tossed it in a box of miscellaneous items… because, from my perspective in those days, it had served its purpose in helping produce the print product. But now, more than three decades later, it is radio history gold! Knowing what we know now, it is pretty amazing! It contains the seeds of the concepts, opinions, and seminal intelligence that set the stage for the modern era of talk radio.” To listen to the podcast in its entirety, please click here or click on the player box marked “The Michael Harrison Interview” located in the right-hand column on every page of Talkers.com.

Cool Operations Manager Opportunity. Locally owned southern-based radio group seeking a full-time Operations Manager with strong technical and digital skills. The ideal candidate MUST have experience operating OP-X and managing satellite operations for syndicated programs. Applicant must have at least 5 years of experience. Proven experience in managing social media branding, digital marketing, and video production. Proficient in digital automation systems, digital audio editing and production is a must. EEO. Send resumes to dalton@starnesmediagroup.com

Former Arkansas Talk Host Pat Lynch Dies at 70. According to a story in the Arkansas Democrat-Gazette, former KARN, Little Rock talk radio personality Pat Lynch has died at age 70. Lynch was a talk host at KARN-AM from 1983 to 2000. He later worked at KABZ-FM and KDXE-FM in the Little Rock market. He was also a columnist for the Arkansas Democrat-Gazette from 2000 through August of 2011. After leaving the broadcasting business, Lynch became a member of St. Andrew’s Anglican Church and went on to earn a diploma in theological studies from the Anglican School of Ministry in Little Rock.

COVID-19 Stats & Vaccines, New Stimulus Package, Trump to Speak at CPAC-State of the GOP, Biden Cabinet Confirmation Hearings, Capitol Insurrection Testimony, Andrew Cuomo Sexual Harassment Allegations, and Tiger Woods Car Crash Among Top News/Talk Stories Yesterday (2/24). The falling number of COVID cases in the U.S., concern about variants, and the rollout of vaccines; the negotiations over Joe Biden’s $1.9 trillion COVID stimulus package; the Conservative Political Action Conference and Donald Trump’s Sunday speech; the confirmation hearings for Biden nominees Merrick Garland, Neera Tanden, and Deb Haaland; the Senate testimony about the January 6 Capitol riot; the sexual harassment allegations against New York Governor Andrew Cuomo; and the Tiger Woods car crash were some of the most-talked-about stories on news/talk radio yesterday according to ongoing research from TALKERS magazine.

Tags: all news, AM 560 The Answer, Ben Ferguson, Bonneville, brand recall, Buck Sexton, Conservative Political Action Conference, Cumulus Media, Dan Proft, host-read ads, Hubbard Radio, iHeartMedia, insights for podcast advertisers, January 2021, Joe Walsh, KIRO-FM, KOMO-AM/FM, managing editor, Mike Kinosian, news/talk radio, Nielsen, Podcasting, PPM ratings, Premiere Networks, Salem Radio Network, Seattle, Sinclair Broadcast Group, Talkers Magazine, Washington, WBZ-AM, WIND, WMAL-FM, WRKO, WTOP-FM

Category: Front Page News, Industry News