Do podcast audiences respond well to advertising?

A lot of research has gone into understanding the effects of advertising and sponsorships within podcasting. The good news is that podcast consumers remain uniquely receptive to podcast ads and are less likely to avoid them than other digital media ads. Across the DACH region, podcast advertising has proven to be highly effective:

  • 85% brand recall
  • 75% of respondents have become aware of new brands 
  • 70% of respondents find host-read advertising appealing
  • 40% have visited the company’s/product’s website in response to the ad
  • 21% of respondents have made a purchase 

Given that podcast listeners are more receptive to podcast ads than other mediums and are more influenced in their purchase decision as a result, this shows that podcast listeners do respond well to advertising.

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