Eight in ten (81%) podcast listeners in the U.S. surveyed by Coleman Insights said they would be very likely or somewhat likely to listen to a radio station that broadcasts 24/7 curated podcasting content. The survey used Coleman’s Pod Predictor service to test the Podcast Radio concept being marketed in the U.S. by KMG Networks.
The appeal and listener likelihood, based on a description of Podcast Radio, was measured among a panel of 500 18-64-year-old podcast listeners. Commissioned by Podcast Radio, it found broad, positive appeal across podcast consumers in regions across the country with 25% saying they “Love it” and 28% saying they “Like it a lot.”
Podcast Radio features live “podjocks,” including former KROQ-FM Los Angeles morning show co-host and Radio Hall of Famer Gene “Bean” Baxter. The format showcases popular podcasts from the U.S. and around the world, including audio content from TedAudio (TedTalk), Wondery, Evergreen, Corus, and other audio publishers.
“Podcast Radio can help radio effectively play offense to the rise of podcasts as an in-vehicle, in-home and mobile entertainment choice,” said its founder and CEO, Gerry Edwards, in a news release. “This new data reinforces that strong, engaging, spoken word content continues to evolve in exciting ways to meet the needs of U.S. listeners. That can enable radio to remain competitive and provide an attractive alternative for radio stations and radio groups.”
Podcast Radio announced in October 2022 that it planned to bring its format to the U.S., saying that half of its online listeners are on this side of the Atlantic. The 24-hour format currently airs on digital channels in the U.K. As it now begins syndicating its programming in the U.S., it is eyeing HD Radio side channels as outlets, in addition to radio stations’ main programming.
KMG Networks Founder and CEO Gary Krantz said curated, customized, and localized podcast programming on the radio opens up a “tremendous opportunity” for broadcasters and podcasters. The new study, he said, “reinforces what we are experiencing in the first U.S. markets to introduce Podcast Radio: Podcast Radio is an innovative and highly appealing new option for spoken-word radio programming in the U.S. – and an idea whose time has come.”
One month ago, Beasley Media Group launched the all-podcast format in four of its markets in a partnership with KMG Networks under the “Podcast Radio U.S.” banner. “Podcast Radio Detroit” is airing on the city-licensed translator W228CJ at 93.5, fed by WCSX-HD2, the former home of sports “The Roar;” “Podcast Radio Tampa Bay” is heard on WJBR (1010, formerly “ Money Talk 1010”); “Podcast Radio Carolinas” airs on the city-licensed translator W234BY at 94.7, fed by WSOC-HD3, formerly “Fox Sports Charlotte;” and “Podcast Radio Southwest Florida” broadcasts on the Bonita Springs-licensed translator W268AH at 101.5, the Suncoast Estates-licensed translator W243BM at 96.5, and the Naples-licensed translator W286AK at 105.1, fed by WXKB-HD2.
What Beasley calls the first four custom stations are also streaming on the PodcastRadioUS.com website. Each region’s podcast content is supported with localized imaging, promos, and ID’s.
“Listeners are enthusiastic about getting high engagement podcasting content on their local radio stations – and that presents a premium opportunity for advertisers,” AJ Lurie, VP/Market Manager, Beasley Media Group-Southwest Florida said in the release. “In just a short time airing the Podcast Radio format on our stations, we have already started selling local programming and we are excited to see continued revenues and growth.”