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.
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.
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.
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ZipDo, cited June 2023: Podcast Advertising Statistics