GITNUX MARKETDATA REPORT 2024

Must-Know Podcast Advertising Statistics [Current Data]

Highlights: Podcast Advertising Statistics

  • Podcast advertising is expected to reach $1.13 billion in spending in 2021.
  • 75% of podcast listeners in the U.S. are receptive to sponsorship messages.
  • The average podcast ad listener listens to 5-7 ads per episode.
  • Memory encoding of podcast ads was calculated at 161% stronger than surrounding content.
  • Around 40% of podcast listeners have a household income of over $75,000.
  • The overall podcast listening audience has grown by an estimated 14 million listeners from 2019 to 2020.
  • 39% of podcast advertisers preferred direct response ads in 2020.
  • 73% of podcast ads were 60 seconds or longer in duration in 2020.
  • The podcast ad market is forecasted to hit $2 billion by 2023.
  • Around 93% of podcast listeners have a college degree or higher.
  • The percent of people listening to podcasts weekly increased from 17% in 2018 to 22% in 2019.
  • 86% of podcast listeners complete the entire podcast episode or most of the episode.
  • Podcast ads have a 4.4x better brand recall than display ads.

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Podcast advertising is becoming increasingly popular as a way to reach potential customers. With the expected surge in spending of $1.13 billion in 2021, it’s no wonder why businesses are turning to podcast ads for their marketing needs. According to research, 75% of U.S.-based podcast listeners are receptive to sponsorship messages and they listen on average 5-7 ads per episode with memory encoding 161% stronger than surrounding content when host-read versus prerecorded ads.

The demographic that listens most often consists mainly of 34 year olds located within the United States who have an income over $75,000 annually and 93% possess a college degree or higher according to 2019 statistics from The Podcast Consumer report by Edison Research & Triton Digital® . Additionally, 54 percent say they’re more likely consider a brand after hearing its promotion on a podcast while 39 percent prefer direct response advertisements which account for 10 percent of total ad spendings according to IAB’s 2020 study “IAB Podcast Advertising Revenue Study: Year End 2020″. Furthermore, 73 percent were 60 seconds or longer duration mid roll placements during this same period with news podcasts being the top genre at 22%. Lastly but not least important is that return on ad spends (ROAS) can be up 250%, making it one powerful medium compared online video advertisement ROI rates.

The Most Important Statistics
Podcast advertising is expected to reach $1.13 billion in spending in 2021.

This statistic is a testament to the growing popularity of podcast advertising, indicating that more and more businesses are recognizing the potential of this medium to reach their target audiences. It is a clear indication that podcast advertising is becoming an increasingly viable option for businesses looking to expand their reach and maximize their return on investment. As such, this statistic is an important one to consider when discussing podcast advertising statistics.

75% of podcast listeners in the U.S. are receptive to sponsorship messages.

This statistic is a powerful indicator of the potential success of podcast advertising. It shows that the majority of podcast listeners in the U.S. are open to hearing sponsorship messages, making them a receptive audience for advertisers. This means that podcast advertising can be an effective way to reach a large number of people and potentially increase sales.

Podcast Advertising Statistics Overview

The average podcast ad listener listens to 5-7 ads per episode.

This statistic is a key indicator of the effectiveness of podcast advertising. Knowing that the average podcast ad listener listens to 5-7 ads per episode gives insight into how many ads are being heard and how likely they are to be remembered. This information can be used to inform decisions about the number of ads to include in a podcast episode, as well as the types of ads that are most likely to be effective.

Memory encoding of podcast ads was calculated at 161% stronger than surrounding content.

This statistic is a testament to the power of podcast ads; it demonstrates that podcast ads are not only heard, but remembered. It shows that podcast ads are more than just background noise, but rather a powerful tool for advertisers to reach their target audience. This statistic is a clear indication that podcast ads are an effective way to get a message across and make an impact.

Around 40% of podcast listeners have a household income of over $75,000.

This statistic is significant in the context of blog post about Podcast Advertising Statistics because it indicates that podcast listeners are more likely to be in a higher income bracket. This means that podcast advertising is likely to be more effective in reaching a higher-income demographic, making it an attractive option for businesses looking to target this demographic.

The overall podcast listening audience has grown by an estimated 14 million listeners from 2019 to 2020.

This statistic is a testament to the increasing popularity of podcasts, demonstrating that more and more people are tuning in to hear what podcast creators have to say. This is an important factor to consider when discussing podcast advertising statistics, as it indicates that there is a larger potential audience for advertisers to reach.

39% of podcast advertisers preferred direct response ads in 2020.

This statistic is a telling indication of the effectiveness of direct response ads in the podcast advertising space. It demonstrates that a significant portion of podcast advertisers are finding success with this type of ad, and it serves as a reminder that podcast advertising can be a powerful tool for driving conversions.

73% of podcast ads were 60 seconds or longer in duration in 2020.

This statistic is a telling indication of the current trend in podcast advertising, demonstrating that the majority of ads are being delivered in longer formats. This is significant for podcast advertisers, as it suggests that listeners are more likely to engage with longer ads, and that podcast hosts are more likely to accept longer ads. Furthermore, this statistic provides insight into the effectiveness of podcast advertising, as longer ads are more likely to be remembered and acted upon.

The podcast ad market is forecasted to hit $2 billion by 2023.

This statistic is a testament to the immense potential of podcast advertising. It shows that the podcast ad market is expected to experience tremendous growth in the coming years, indicating that podcast advertising is a lucrative and viable option for businesses looking to reach their target audience. This statistic is a powerful reminder that podcast advertising is a smart investment for any business looking to maximize their marketing efforts.

Around 93% of podcast listeners have a college degree or higher.

This statistic is significant in the context of podcast advertising statistics because it indicates that podcast listeners are highly educated and likely to have higher incomes. This means that podcast advertising is likely to be more effective in reaching an audience with the financial means to purchase products and services.

The percent of people listening to podcasts weekly increased from 17% in 2018 to 22% in 2019.

This statistic is a clear indication that podcasts are becoming increasingly popular, and that more and more people are tuning in to them on a weekly basis. This is an important factor to consider when discussing podcast advertising statistics, as it shows that there is a growing audience for podcasts that can be targeted with advertising.

86% of podcast listeners complete the entire podcast episode or most of the episode.

This statistic is a powerful indicator of the effectiveness of podcast advertising. It shows that podcast listeners are highly engaged with the content, and are likely to pay attention to the ads that are included in the episode. This means that podcast advertising can be a great way to reach a highly engaged audience, and can be a great way to get your message out to potential customers.

Podcast ads have a 4.4x better brand recall than display ads.

This statistic is a powerful testament to the effectiveness of podcast ads in terms of brand recall. It demonstrates that podcast ads are a highly effective way to get your message across and ensure that your brand is remembered by your target audience. This is an invaluable insight for anyone considering podcast advertising as a marketing strategy.

Conclusion

Podcast advertising is an increasingly popular form of marketing, with spending expected to reach $1.13 billion in 2021 and the market forecasted to hit $2 billion by 2023. Podcast listeners are receptive to sponsorship messages, listening on average to 5-7 ads per episode that they remember better than surrounding content due to memory encoding being 161% stronger. Host-read podcast ads have been found more effective at converting listeners than pre-recorded ones, while branded content accounts for 10% of ad spending.

The majority of podcast consumers are aged 34 or younger and have a college degree or higher; 86% complete entire episodes or most of them when listening weekly – which has increased from 17% in 2018 up 22%. News podcasts were the top genre for ad revenue at 22%, with 49% placed mid-roll within each episode delivering a return on ad spend (ROAS) up 250%. Finally, 54 percent say they’re more likely consider brands after hearing their promotion on a podcast – making it clear why this medium continues growing as one of the best ways for businesses advertise today.

References

0. – https://www.webfx.com

1. – https://www.awin.com

2. – https://www.businessinsider.com

3. – https://www.npr.org

4. – https://www.stitcher.com

5. – https://www.convinceandconvert.com

6. – https://www.emarketer.com

7. – https://www.magellan.ai

8. – https://www.podcastinsights.com

9. – https://www.statista.com

10. – https://www.warc.com

11. – https://www.adweek.com

ZipDo, cited June 2023: Podcast Advertising Statistics

WifiTalents, cited April 2024: Podcast Advertising

FAQs

What is the average CPM (cost per thousand) for podcast advertising?

The average CPM for podcast advertising is approximately $18-$25 for a 30-second ad and $25-$40 for a 60-second ad.

What percentage of podcast listeners are more likely to consider purchasing advertised products or services?

According to a study by Midroll, podcast listeners are 63% more likely to consider purchasing advertised products or services.

Which are the top three industries investing in podcast advertising?

The top three industries investing in podcast advertising are 1) Direct-to-Consumer Brands, 2) Financial Services, and 3) Telecommunications.

What is the projected growth rate of podcast ad revenue in 2021?

According to the Interactive Advertising Bureau (IAB) and PwC, podcast ad revenue is expected to grow by 19.7% in 2021, reaching an estimated value of $1.33 billion.

How effective is native or host-read advertising in comparison to pre-recorded ads for podcasts?

Native or host-read advertising tends to be more effective as it is perceived to be more genuine and engaging, with 71% of advertisers reporting better results due to the personal touch added by the podcast host.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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