Last week, 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.