Emerging metrics and tools are making podcasts a better marketing platform

Mike Addonizio

Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.

Podcast advertising spend in the USA was expected to reach almost $1bn for year-end 2020 according to the Interactive Advertising Bureau as more brands seek to engage the higher-income audiences currently listening to podcasts. What should be encouraging for both current and potential podcast advertisers is that listenership has already proven to be somewhat pandemic-proof. 

According to PodTrac, podcast downloads dipped slightly during the early spring of 2020, as consumers who had initially turned to podcasts as an alternative to music and radio during their morning and evening commutes decreased consumption when they began primarily working...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands