Westwood One Blog Post Looks At Study Showing Podcast Ad Growth In Second Quarter Despite Pandemic

Blog Post

This week's WESTWOOD ONE corporate blog post by DOUG HYDE analyzes MAGELLAN AI's report of second quarter 2020 podcast advertising occurrences, showing a rebound in podcast ad volume and a return to pre-pandemic volumes by JUNE.

Among the data highlighted by HYDE, the number of unique advertisers in podcasting returned to MARCH levels by MAY; JUNE's total podcast occurrences grew 8% over APRIL, with the average number of ads per podcast back to pre-pandemic volumes; the number of U.S. podcast advertisers rose 18% from JANUARY to JUNE, with total podcast ad occurrences up 15%; and both unique advertisers and ad volumes are up year-to-year despite the pandemic. In addition, over the top 400 podcasts, ad content represents only 5% of overall podcast program content, and brand advertising is up from 38% of all podcast advertising in second quarter 2019 to 46% in second quarter 2020.

Read the post here.

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