Here’s what marketers need to know:
- Who’s listening?
- What are they listening to?
NPR is the leading podcast publisher in the US. Its monthly audience is more than double that of second-place WNYC.
- Where are they listening?
Podcasts are easily incorporated into daily routines. Close to half of listeners tune in while driving, and more than a quarter listen at the gym.
- What does this mean for marketers?
Podcasts give marketers access to a loyal and engaged audience. Though still a niche ad medium when compared with other audio formats, podcast ad spending is rising rapidly.
Host-read ads are the leading ad mechanism. In 2016, 60% of ads were read by the host, while 40% were pre-produced. (6)
- Because podcast ads are generally contextually relevant, listeners are also likely to respond.
Notes: (6) Interactive Advertising Bureau (IAB), "IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry" conducted by PricewaterhouseCoopers (PwC), June 2017