Edison Research’s 2025 Infinite Dial Study

Edison Research released their annual Infinite Dial study. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the results from Edison Research’s 2025 Infinite Dial study, containing some compelling insights for marketers and media agencies.

• Podcasting is now a mass reach media vehicle. Podcasting is no longer a niche platform lacking scale. As such, podcasts deserve a larger role in media plans as opposed to “test and learn” experimental buys. 158 million Americans, 55% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is now 65% to 73%.
• It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 weekly reach (52%) is as big as TV’s (52%).
• Brands targeting women should give podcasts a starring role in media plans: Podcast female audiences have hit record highs in habituation and reach.
• Among male demographics, monthly reach is now in the low 70% range.
• Adopt agency media legend Arnie Semsky’s “5% solution” to podcasts: Allocate 5% of digital ad budgets to podcasts.

Check out today’s blog post at: https://www.westwoodone.com/blog/2025/03/24/head-snappers-from-edison-researchs-infinite-dial-2025-podcast-18-34-reach-is-equal-to-tv-female-audiences-soar-and-the-one-slide-every-marketer-needs/. View an 11-minute video of the key findings at: https://www.youtube.com/watch?v=–NH3NxYWb0.

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