Emerging metrics and tools are making podcasts a better marketing platform

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...

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