Westwood One and Advertiser Perceptions, the business intelligence firm that measures and interprets what advertisers think, release exclusive new insights about podcast advertising sentiment.
Advertiser Perceptions polled marketers and agency representatives about podcast advertising in July 2016, and compared the same poll in September 2015.
Read the story in AdAge featuring these new podcast insights.
Here are the results from the Advertiser Perceptions study:
- The number of advertisers planning to invest in podcasting has doubled. More than one in five (21%) marketers and agency representatives said they plan to advertise in podcasts in the next sixth months, up from 10% last year.
- More advertisers have already started investing in podcasting. More than one in five (21%) said they currently advertise in podcasts, up from 15%.
- More advertisers are considering podcasting as a media investment in the near future.
- More than half (58%) said they have discussed podcast advertising for potential media investment, up from 41%.
- Twenty-eight percent of marketers and agency representatives said they “definitely would consider” advertising in podcasting in the next six months, up from 18%.
Suzanne Grimes, President, Westwood One and EVP, Corporate Marketing for Cumulus Media, said, “Podcast hosts have strong, devoted listeners who trust what they have to say, both on the air and across social media. Advertisers are flocking to podcasts because they can create custom branded experiences natively woven into the fabric of the show and its digital extensions -- breaking through the clutter of our ever-evolving digital world.”
"Podcasts are growing in popularity with advertisers, because, like broadcast radio, listeners develop personal relationships with the show and hosts,” said Andy Sipple, SVP of Media Consulting at Advertiser Perceptions. “So ads that match the tenor and tone of the content come across like recommendations from a friend. The fact that podcasts are frequently more specialized or niche only makes the advertising that much more powerful."