Podcast advertising boosts interest in brands

Rob Clapp

An overview of the impact of podcast advertising on listeners' consideration of brands.

Hearing podcast ads makes listeners more likely to consider the brand, according to the latest data from Edison Research. Among podcast listeners in the United States, over half (54%) said they were more likely to consider the brand if they heard it advertised on a podcast. This is compared to just 7% who said they were less likely.

Just under one-third of adults in the US have listened to a podcast in the last month, with news, politics and tech being favoured topics. This follows wider growth in online audio consumption, reaching nearly one and a...

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