Nuvoodoo Research: Leigh Jacobs & Carolyn Gilbert

Last week we wrote about lower-cost options for contesting. Keeping in tune with Nielsen’s practices would draw stations in diary markets to fulfill contest prizes online – or, even better, in-app. As noted, some listeners may resist coming to a station location for a lower-value prize – but the instant gratification available with online fulfillment can elevate the perceived value of a prize.

We’ll stop short of saying “make radio fun again,” but we know it’s tougher and tougher to find the time to put great creative spin on everything that comes across your desk (to say nothing of finding the personnel to make it happen). Particularly in diary markets, radio lives and dies on being memorable and nothing enhances memorability as much as making listeners feel good. Their feelings can be connected to a laugh or a smile or just a connection with something they love. As it pertains to contesting, it’s about optimizing their entertainment value. As one client put it, “Cash is king, but fun is infectious.”

Here’s an ICYMI item: Carolyn and I, along with Justin Chase from Beasley and Clay Hunnicutt, chair of the CRS research committee, hosted the first CRS360 session of 2025. CRS Executive Director, RJ Curtis, has moved these online sessions to on-demand. The session in which we dive into the 400-title Country music test conducted for CRS this year (along with access to the ranker) are available on the CRS360 page on their website. It’s a wonderful gift to Country radio from CRS.

While on the topic, if you weren’t in Nashville for CRS you can watch the deeper presentation that Carolyn and I presented to a packed room, also on the CRS 2025 Session Videos page (just scroll down past Eric Church & Jelly Roll). In that presentation we talked about the value of Country personalities in building and maintaining audiences. And we’re at work on an even deeper dive into the topic to be presented on another CRS360 session later this month.

Finally, it’s always great listening to client stations, putting us in closer touch with the brilliant work they do and the challenges they face. Streaming is (almost) always a blessing – though it does put us in the same position as those listeners who are unable to replace a conventional radio at some place in their lives and are trying to “tune in” via the stream.

We understand trying to balance the costs involved, but it’s disappointing any time we’re forced to listen to a commercial before the stream begins. We’re motivated to spend time with the station, so we endure the spot. But, what about a listener? They just wanted to hear the rest of a song they were listening to in the car or to see if they could catch the contest or interview mentioned earlier.

The future is now! The Spring Book is underway. Whether it’s a last-minute music test or a tightly targeted digital marketing campaign, NuVoodoo would love to help your stations stay ahead of the competition. An email to tellmemore@nuvoodoo.com will get quick attention from the right member of our team.

Additionally, NuVoodoo marketing guru Mike O’Connor is publishing important marketing insights from our latest general study, NuVoodoo Media and Marketing Study 25, twice every week at nuvoodoo.com/articles.

At Lyles Media our clients play the Nielsen game and generate more revenue.
Let’s start a conversation and plan your Nielsen objective.
Email or call (404)403.0091. We’d love to hear from you.

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Oxford Road, in collaboration with Edison Research, has unveiled a comprehensive white paper titled “What is a Podcast?: Preserving its Essence, Structuring for Expansion.” This pivotal study provides a detailed examination of the evolving landscape of podcasting, emphasizing the challenges posed by industry fragmentation and the lack of a consistent definition.

The report, which garners insights from a substantial survey of over 4,000 people and discussions with more than 30 industry leaders, indicates a critical identity crisis within the podcasting community. Findings suggest that 72% of Americans aged 12 and older categorize any audio-visual content on platforms like YouTube that is also available in an audio-only format elsewhere, as podcasts. This broad interpretation complicates the industry’s structure, impacting advertisers who struggle with investment decisions due to inconsistent standards and unclear attribution.

Dan Granger, CEO of Oxford Road and Veritone One, highlights the significance of these findings: “Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it,” Granger explained. “What was once a niche, audio-driven medium is now fragmented across platforms, formats, and metrics. Our research shows that to preserve what made podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity.”

The white paper proposes new definitions to help clarify the industry’s landscape. It suggests defining a ‘Podcast’ as “an on-demand audio-driven program featuring episodic content across wide-ranging themes and formats, traditionally delivered via open RSS and conversational in nature, but can include platform-based distribution and is commonly supplemented by video.” Meanwhile, a ‘Video Podcast’ is described as “an episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.”

In response to these findings, the paper calls for an industry-wide effort to develop an Open Measurement Protocol for Podcasting. This initiative would aim for interoperable, privacy-safe measurement standards and a clear taxonomy across all platforms, potentially unlocking billions in advertiser investment. For those interested in exploring this study further, the full white paper can be downloaded at Oxford Road’s official website.

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Here are the top 10 reasons people use the internet, based on research and trends, along with ways they could be improved:

1. Staying Updated on Trends & Cultural Moments (90% Use Social Media) Improvement: Enhance content curation algorithms to reduce misinformation and echo chambers while still offering personalized updates.

2. Communication & Staying Connected (66% Talk to Friends & Family) Improvement: Improve privacy controls and encryption in messaging apps to ensure safe and authentic communication.

3. Entertainment (60% Watch TV & Streaming) Improvement: Increase transparency in content recommendations and reduce reliance on ad-driven algorithms to ensure diverse content discovery.

4. News & Information Consumption (54% Use Digital Media) Improvement: Enhance AI fact-checking tools and label sources clearly to combat fake news and biased reporting.

5. Education & Learning (Podcasts at 35%) Improvement: Improve discoverability of high-quality, well-researched educational content through better indexing and recommendations.

6. Shopping & Product Research Improvement: Strengthen consumer protections against counterfeit products and misleading reviews while improving personalization.

7. Gaming & Interactive Experiences Improvement: Optimize latency in cloud gaming services and create more secure environments to prevent cyber threats.

8. Work & Professional Networking Improvement: Improve remote collaboration tools with AI-powered productivity features and better security for data sharing.

9. Health & Wellness Information Improvement: Regulate online health information with verified medical professionals to prevent misinformation.

10. Creativity & Self-Expression Improvement: Develop platforms that support diverse voices with more monetization options for creators beyond ad revenue.

Why do you use social media?

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If you work in Influencer Marketing, or if you use social media to promote your brand (i.e. pretty much everyone in business), you hear the terms “engagement”, “reach”, and “impressions” on a daily basis. But what exactly do those terms mean and, more importantly, how do they affect the success of an Influencer Marketing campaign?

In this article we’re going to cut through the social media industry jargon and explain clearly and effectively what each of the terms “engagement”, “reach”, and “impressions” mean, and how each of them affects your campaign ROI.

On the most basic level, these terms are defined as follows:

• Engagement: The number of interactions your content received from users (likes, comments, shares, saves, etc.)
• Impressions: The number of times your content is displayed
• Reach: The number of people who see your content

Let’s dive a little deeper into the definition of these terms and how they all affect the success of your influencer marketing campaigns.

Engagement |  Engagement is, arguably, the most important of the three metrics to pay attention to when you’re measuring social media success. This is because engagement is the only one of the three terms to involve the user directly. Having someone simply see your content is one thing, but involving them and moving them to take action is another.

Impressions vs. Reach | The terms that get confused most often are impressions and reach. This could be because both of these metrics have to do with how many times your content was seen.

But there are key differences that make each metric uniquely important to pay attention to when looking at influencer marketing analytics.

Impressions | An “impression” means that a piece of content was delivered to someone’s feed. Whether they saw it or not is a different matter (see: reach). Impressions measure how many times a post was displayed, no matter if it was clicked or not.

Reach | It’s helpful to think of “reach” as the number of unique people who actually see your content. First, a piece of content must be delivered to a feed (impressions), then a user has to interact with the platform to actually see the piece of content in their feed (reach).

Your ROI Impact

Ultimately, tracking these metrics over time will help your brand develop a foolproof content and influencer marketing strategy. Understanding what kind of content moves your target audience to engage is key to campaign success! That’s why it’s of paramount importance you have a platform that keeps track of your data and allows you to report what’s most relevant.

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A new report released by the National Association of Black Owned Broadcasters (NABOB), in collaboration with Nielsen, underscores the significant influence and unique engagement of Black consumers with audio media. The report, entitled “Reaching the Culture: Investing with Audio to Win with Black Consumers,” highlights the critical role Black-owned media plays in reaching an influential audience with nearly $2.1 trillion in buying power and encompassing over 48 million Americans.

According to the report, despite the widespread adoption of digital media, 90% of Black consumers continue to rely on radio for entertainment, information, and community connections. This enduring connection with radio is a testament to its role as a trusted medium within Black communities, providing not only music and news but also a platform for cultural exchange and community building.

Jim Winston, President of NABOB, emphasized the importance of Black-owned media, stating, “Black media is not niche, it’s necessary.” He further noted that Black-owned radio and audio platforms have consistently been at the forefront of cultural trends and movements, making them pivotal in shaping community narratives and trust.

The report also reveals a notable shift in media consumption among Black Millennials, who are characterized as tech-savant and influential within their communities. Approximately 55% of Black Millennials consider themselves trendsetters, with many influenced significantly by local radio hosts’ endorsements, showcasing the potential for targeted and culturally resonant advertising strategies.

Don Lowery, Senior Vice President of Civic Engagement at Nielsen, pointed out that truly understanding the value of Black audiences extends beyond mere numbers. “It’s about measuring impact,” he said, advocating for a strategic shift in how brands engage with Black consumers through media.

“Reaching the Culture” is not only a comprehensive analysis of media consumption habits but also a call to action for advertisers to invest more meaningfully in Black-owned media. By doing so, brands can achieve more authentic connections and engagements with one of the most influential demographic groups in the nation.

The full report is available for download here, providing detailed insights and strategies for brands looking to enhance their outreach and impact within Black communities through audio media platforms.

The post Huge Influence & Unique Engagement Of Black Consumers appeared first on The Bill Gay Show.

Oxford Road, in collaboration with Edison Research, has unveiled a comprehensive white paper titled “What is a Podcast?: Preserving its Essence, Structuring for Expansion.” This pivotal study provides a detailed examination of the evolving landscape of podcasting, emphasizing the challenges posed by industry fragmentation and the lack of a consistent definition.

The report, which garners insights from a substantial survey of over 4,000 people and discussions with more than 30 industry leaders, indicates a critical identity crisis within the podcasting community. Findings suggest that 72% of Americans aged 12 and older categorize any audio-visual content on platforms like YouTube that is also available in an audio-only format elsewhere, as podcasts. This broad interpretation complicates the industry’s structure, impacting advertisers who struggle with investment decisions due to inconsistent standards and unclear attribution.

Dan Granger, CEO of Oxford Road and Veritone One, highlights the significance of these findings: “Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it,” Granger explained. “What was once a niche, audio-driven medium is now fragmented across platforms, formats, and metrics. Our research shows that to preserve what made podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity.”

The white paper proposes new definitions to help clarify the industry’s landscape. It suggests defining a ‘Podcast’ as “an on-demand audio-driven program featuring episodic content across wide-ranging themes and formats, traditionally delivered via open RSS and conversational in nature, but can include platform-based distribution and is commonly supplemented by video.” Meanwhile, a ‘Video Podcast’ is described as “an episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.”

In response to these findings, the paper calls for an industry-wide effort to develop an Open Measurement Protocol for Podcasting. This initiative would aim for interoperable, privacy-safe measurement standards and a clear taxonomy across all platforms, potentially unlocking billions in advertiser investment.

For those interested in exploring this study further, the full white paper can be downloaded at Oxford Road’s official website.

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Edison Research and SiriusXM Media will unveil the comprehensive Women’s Audio Report in a two-part webinar series this April. The report examines women’s audio consumption behaviors, including listener demographics, content preferences, discovery habits, and advertising engagement. The first webinar will be presented by Megan Lazovick, Vice President at Edison Research, and Melissa Paris, Vice President of Sales Research at SiriusXM Media.

Webinar schedule:

• Women’s Audio Report: Women & Podcasts – Tuesday, April 15, at 2pm ET
• Women’s Audio Report: Women & Music – Tuesday, April 29, at 2pm ET

Registration is now open for both sessions here.

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Podcast Movement Evolutions kicks-off early next week, with a number of opportunities to meet the Edison Research team and learn about the newest podcast listening data and insights. Below are details and descriptions for all of our sessions.

Megan Lazovick, Vice President at Edison Research, will present The Fandom Phenomenon study in collaboration with Wondery and dentsu. This session will explore what podcast fandom looks like today, why podcast fans are so passionate, how podcast fans show their love, and what fandom means for brands. Our study identifies Podcast “Fans” – monthly users with a strong interest in podcasts. The report highlights how podcast fandom goes beyond just listening: 43% of podcast fans have engaged with podcasts through other forms of media such as TV, books, games, events, and more, and 21% of podcast fans have attended a live podcast show.

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This week on the Goapel News: The group Sensere, Major, Happy Birthday April Babies, The Top 10 Gospel Songs, Congratulations to Tamela Mann, No.#1 “Deserve to win”!

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