Insights: Solutions To The Podcast Ad Frequency Problem

The number of times podcast listeners hear an ad campaign is soaring. 

According to Podsights, the leading podcast attribution measurement firm, average podcast ad frequency has doubled in the past year, reducing podcast conversions. 

This week’s Cumulus Media | Westwood One Audio Active Group© blog outlines three solutions to the podcast ad frequency problem and explains why brands need to remind the many, not lecture the few.

• Podsights reports podcast ad campaign frequency is soaring, causing the proportion of site visits (conversions) and purchase rate to fall
• The solution is to grow reach at the expense of frequency
• Podcasts have audience scale; Podcasts' reach has tripled since 2016 as one-fourth of American persons 18–49 is reached daily

• Three strategies to optimize reach: 1) Buy more shows and genres than the “obvious” fit; Consult Nielsen’s Scarborough Podcast Buying Power study to find additional shows and genres to purchase; 2) Purchase podcast genres and shows based on reach among category buyers, not index; 3) Spread impressions further down the ranker and buy more than just top shows
• Take the advice of Erwin Ephron, the father of modern media planning: “Remind the many, don’t lecture the few”