May 02, 2018

Whether they’re catching up on the news in the car or tuning in to true crime on the treadmill, chances are US consumers are listening to a podcast.

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



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