Westwood One/Advertiser Perceptions Study: Client Interest In Podcast Ads On The Upswing

Study

A WESTWOOD ONE and ADVERTISER PERCEPTIONS study of podcast advertising found that interest among advertisers in podcasting is on the upswing

Among the findings of the JULY study, compared to another poll last SEPTEMBER, the number of advertisers planning to invest in podcasting has doubled, and 21% of marketers and agency representatives said they plan to buy ads in podcasts within the next six months, up from last year's 10%.  21% also said they currently advertise in podcasts, up from 15%, and more say they've talked about podcasts as potential buys (58%, up from 41%).  28% saod they'd "definitely" consider advertising in podcasting in the next six months, up from 18%.
 
WESTWOOD ONE President and CUMULUS EVP, Corporate Marketing SUZANNE GRIMES 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 ADVERTISER PERCEPTIONS SVP of Media Consulting ANDY SIPPLE. “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."

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