Podcast Advertising Statistics
- Podcast ad spending grows at 19 percent annually in the US. 6 percentage points faster than the average digital audio ad...
- According to Midroll Recall Survey 2016 80% of listeners can recall a brand advertised in a podcast
- Podcasts generate around four times better brand recall than scroll, pop-up and static ads
How much does it cost to advertise on a podcast?
It’ll cost approximately $3,000 to purchase a pre-roll ad on a podcast that generates 100,000 listens. The average 15-25 second post-roll (also known as an “end-roll”) ad spot will have a $10 CPM. It’ll cost approximately $1,000 to purchase a pre-roll ad on a podcast that generates 100,000 listens.
How much do podcast ads cost?
- Equipment: Well the microphone is free of cost. ...
- Software: You can use one of the free recording software such as Audacity or Garage band for MAC users. ...
- Graphic Design: Well if you have some basic knowledge of Photoshop or any other similar software then you can do it yourself. ...
What is the average CPM for podcast ads?
You won't be charged until the podcaster accepts the order, at which time you will be charged for the full order. What is the average CPM rate for podcast advertising? Average CPM values vary from one podcast to the next. Current podcast advertising CPM levels are around $18-$25 CPM.
What do podcast advertisers really want?
The industry standard rates paid by podcast advertisers are:
- Pre-roll ad – A 15 seconds ad that gets mentioned at the beginning of a podcast. It is usually priced at around $18 per 1000 downloads (CPM).
- Mid-roll ad – A 60 seconds long ad that will run somewhere in the middle of the episode. It can fetch you $25 per CPMs.
- Post-roll ad – A 30 seconds ad that will play at the end of the podcast. ...
How effective is podcast advertising?
They have proven to be one of the most effective advertising media. Already in 2019, a BBC World Service study showed that the engagement rate of podcasts was 47% higher in comparison to radio and 27% higher than TV.
Are podcasts still popular in 2022?
Yes, podcasts are still popular in 2022. The number of active podcasts and podcast listeners is increasing daily. As of April 2021, there are a total number of 850,000 active podcasts with more than 48 million episodes in total.
Is podcast an effective advertising tool?
Podcasting allows brands to communicate to a captive audience. With lifestyle on-the-go, the power to have the podcasting on demand allows companies and brands tell their story anywhere at any time, which helps to establish authority in your industry and create advocates brand along the way.
What is the conversion rate for podcast ads?
Despite its massively lower marketing volume share, podcast advertising tends to have higher conversion rates than social media marketing. In Q2 of 2021, the industry average for podcast advertising had a conversion rate of 1.58%.
How often do podcasts fail?
Less than 20% of the podcasts that have launched this year will make it to next year. Most podcasts fail. If you've launched a podcast or are thinking about launching one, you don't want to put in all that work just to see your experiment get canned in a few months.
Are podcasts oversaturated?
Whereas in contrast, 80% of listeners will listen to an entire podcast episode, or at least the majority of it. This is another reason why you shouldn't dismiss podcasts as being oversaturated. If you're a brand or a business, a podcast could provide you with quality attention from your audience.
How big is the podcast market?
Podcasting will be a $4 billion industry in two years Ahead of the Podcast Upfronts, the Interactive Advertising Bureau and PricewaterhouseCoopers released their annual joint report on the podcasting business, projecting that the industry will generate $2 billion in revenue this year and $4 billion by 2024.
Why are podcasts a powerful tool for communication?
We communicate through stories – information alone leaves us cold and we can only take it in small doses before zoning out. Podcasts offer an added narrative dimension and are a great way of communicating in a way which will be remembered. Good podcasts take the listener on an emotional journey which stays with them.
How do podcasts help brands?
In the same BBC study, researchers found that language used within a podcast did shape listeners' impressions of its sponsor. In a sample that used the word innovative 12 times, listeners were more likely to link that quality with the associated brand. A podcast can help shape perception of your brand.
What is CPM in podcasting?
The pricing of podcast ads can be structured in different ways. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40.
How much should I charge for a podcast?
Expect to pay anywhere from $1,000 to $15,000+ for an episode depending on the type of podcast you are producing (interview-based, narrative or story-driven, or a mixture of the two). Agencies and teams functioning in this space are experts and have the experience and evidence to prove it.
What do podcast sponsors pay?
Prices for podcast sponsorships are typically based on the number of average downloads. Sponsors pay on a cost per mille (CPM) basis. Rates range from $18 to $50 CPM, though podcasts like This American Life or HowStuffWorks with millions of listeners can pull in a lot more.
What is the most popular podcast in 2022?
13 Most Popular Podcasts for 2022Joe Rogan Experience.The Daily.This American Life.Stuff You Should Know.PodSaveAmerica.The Ben Shapiro Show.Call Her Daddy.Office Ladies.More items...•
Who won best podcast 2022?
Winner: Bed of Lies – The Telegraph Hear from many of the winners on how to level up your podcast strategy at our Publisher Podcast Summit in October 2022. Entries for 2023's Awards will open in September – subscribe below for updates on entries, judges, the Summit, and more.
What are future trends for podcasting?
Podcast chat shows will remain a leading trend for podcasts in 2022 and investing in a chat show format for your business podcast will help you educate and entertain your audience while building trust for your brand.
What is the #1 podcast in the world?
Top podcastsPodcast Industry RankingTop 20 PodcastsRankPodcastPublisher1The DailyThe New York Times2MorbidWondery20 more rows
Highlighting the Effectiveness of Podcast Advertising in 2021
Weekly audio listening has hit an all-time high, with 176M* Americans tuning in every week. Along with this increased reach, they also added an additional 1 hour of listening time. The average time spent in 2021 with online audio was 16 hours, 14 minutes, up from 15 hours, 12 minutes in 2020*.
What is Podcast Advertising and How Does it Work?
Podcast advertising is the ability for brands to pay for placement of their advertising within various podcast shows. Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach.
2021 Podcast Advertising Statistics
One of the common misperceptions about podcast advertising is that the inventory is limited and it is difficult for brands to achieve meaningful scale. While this may have been true several years ago, the rapid growth of the podcast listener base and overall increase in the number of shows, has made that a thing of the past.
What are the Benefits of Advertising on Podcasts?
According to the Super Listeners 2021 report****, Podcast ads are the most recalled type of ad – with 86% of respondents saying they remember seeing or hearing an ad. Social Media has 80% and websites 79%.
How Do You Measure the ROI on Podcast Advertising?
With recent advancements and new capabilities offered by 3rd party providers, virtually any business model can structure an effective test and learn campaign to begin to establish a baseline ROI for podcast advertising.
How to Create a Successful Podcast Advertising Campaign
There are a lot, and I mean a lot of podcasts to choose from. When a brand sets out find shows that will resonate with their target audiences, the prospects may seem endless.
The Bottom Line - Does Podcast Advertising Work?
We believe that podcast advertising is the ultimate driver of brand marketing success, but don’t take our word for it. Our clients have been able to demonstrate impressive and meaningful results.
How many people listen to podcasts?
32% of people listen to podcasts monthly while 22% listen at least weekly . ( Edison Research) Only 42% of generations older than millennials will listen to a podcast of 26 minutes or longer, compared to 60% of Gen Z and 52% of Millennials. ( EX-IQ)
How many podcasts are there in 2019?
By the end of 2019, the number of podcasts jumped to 800,000 ( Podcast Insights) Monthly podcast listeners grew from 24% of Americans to 26% year over year in 2018. ( Edison Research) The number of podcast episodes climbed to over 30 million in December 2019. ( Podcast Insights)
What is the number one audio source?
Podcasts are the number one audio source by time of consumption among podcast listeners. ( Edison Research) In 2018, more than 67% of podcast listeners agreed that podcasts contribute to their intellectual growth. ( EX-IQ)
Which generation is more likely to listen to podcasts?
Millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons than older generations. ( EX-IQ) Roughly 50% of customer service reps have listened to a podcast at work. ( EX-IQ) While 43% of people who listen to podcasts at least monthly listen via Spotify, 35% use Pandora. ( Edison Research)
Is podcasting popular among younger people?
As you've seen with the stats above, podcasting is growing in popularity -- especially among younger generations. And while it is often considered a form of "entertainment," podcast content can be incredibly versatile.
1. There are over 2 million podcasts
Currently, there are more than two million active podcasts, according to Podcast Insights 2021. Three years ago, there were only about a quarter of that. With regards to the number of podcast episodes specifically, as of April 2021 there were over 48 million episodes.
9. Eight Podcasts Are Listened to Per Week On Average
According to The Infinite Dial 2021, US weekly podcast listeners averaged eight podcasts in the last week. Only 11% of US podcast listeners older than 12 listened to only one podcast in the last week. Most (21%) listened to about five, while 19% listened to anything from six to 10 podcasts per week.
10. Average Time Spent Listening to Online Audio Was Down in 2020
Surprisingly, according to The Infinite Dial, the average time spent listening to online audio was down in 2020. In 2019, online audio listeners older than 12 spent an average of 16 hours and 43 minutes per week. In 2020, it was only 15 hours and 12 minutes – more than an hour less.
11. Podcast Listening Peaks in the Morning
According to The MIDAS Survey, the listening peak for podcasts is between 08:15 and 08:30 a.m. Other popular times include between 11:00 and 11:15 a.m. and again at 5:30 p.m.
12. Radio Is the Most Popular Audio Source While Driving
When it comes to audio sources in the car, AM/FM radio still outperformed podcasts in 2020. According to The Infinite Dial, only 28% used podcasts as an audio source in the car, compared to 81% that tuned into radio stations.
13. Mobile Phones Are the Preferred Device
The car stereo system might not be the preferred source for podcast listening, but the mobile phone definitely is. Mobile phones account for 79% of the podcast listening hours! The second most-used device is laptops (15%) with tablets (6%) in third spot.
14. More Men Listen to Podcasts
In the UK, podcasting is slightly more popular among men. The MIDAS Survey found that in 2020 54% of men compared to 46% of women listen to podcasts.
What is a podcast?
Podcast: a growing medium. A podcast is a series of audio files made available on the internet, which can be downloaded and listened to. Podcasts can deal with a variety of topics and are typically released episodically.
How much of podcast revenue is direct response?
Nearly 55 percent of the total podcast ad revenue in the United States in 2019 was generated by direct response ads. Brand awareness ads accounted for just over 40 percent of the revenue that year, an increase of about four percent compared to 2018.
What is the most popular podcast in 2020?
Compared to a decade ago, this percentage has more than doubled. In October 2020, the most popular podcast publisher in the United States was the iHeartRadio, which had a unique audience of 27.8 million listeners that month.
How many people are more likely to check out a podcast?
More than 50% of podcast users are more likely to check out a brand advertised on their favorite podcasting show. 51.2% of all ads are baked-in ads, and they are the most popular ad delivery method. 77% of listeners choose to stream their podcasts.
How many people listen to podcasts every month?
The latest podcast listeners demographics stats reveal that 36% of American males who are 12 years or older listen to podcasts every month, compared to 29% of female users. It is a market dominated by men, but that’s because the most popular shows are related to sports and gaming.
How many podcasts will be there in 2022?
There will be more than 132 million podcast users in the US by 2022. The average length of podcasts is 43 minutes and 24 seconds. More than 60% of all podcasts are downloaded through Apple’s podcasting app. More than 50% of podcast users are more likely to check out a brand advertised on their favorite podcasting show.
What is serial podcast?
Serial is one of the most popular podcasts online. Serial was one of the podcasts that amassed the most audience back in the early days of podcasting. Since then, it has become a podcast giant, with more than 340 million downloads in 2019. (Podranker)
How many hours do podcasts take?
Statistics on podcasts indicate that the average podcast user spends around 17 hours per week listening to their favorite podcasts.
What age group is the majority of podcast listeners?
The majority (~40%) of podcasts audiences come from people aged 12-24 and 25-54. Even though the 55+ age group has increased by 13% year-on-year, they account for only 17% of the overall podcast audience.
What are the types of podcast ads?
In the podcast industry, there are three types of ads — announcer-read ads, host-read and supplied ads . The last reports show that 63% of all ads in 2018 were host-read, while announcer- read ads stood at 35%.
US podcast audience statistics
Podcast listener numbers will see significant growth this year as demand for on-demand audio has increased. In 2021, the number of monthly US podcast listeners will increase by 10.1% year-over-year (YoY) to 117.8 million.
Growth of the podcasting industry
The podcast industry is in a particular moment of creative and innovative renaissance, from content creation by publishers and hosts, to listener discovery. And while podcasts have been around for nearly two decades, the format has only just entered the mainstream.
Podcast market projection statistics
Podcasts have been around for nearly two decades, but the format has come into its own over the last five years. As more and more podcasts have popped up, listenership has climbed.
Podcast advertising
The podcast audience is not only large and growing, but attractive: Listeners tend to be young, affluent, and educated, and generally open to advertising in podcasting.
