More advertisers than ever are considering investment in podcasting. That’s the finding of research commissioned by Cumulus / Westwood One and conducted by Advertiser Perceptions, which has tracked conversation, consideration, intent and action for podcast advertising since 2015.

“Podcast advertising is clearly accelerating as a significant audio channel.” says Suzanne Grimes, EVP Marketing, CUMULUS MEDIA and President, Westwood One. “Last year, the growth of brand spend was 5X that of direct response. This year, brand investment in podcasting will surpass direct response. Versus prior years, the Advertiser Perceptions data shows that brand conversations about podcasting more likely to result in actual investment.”

Advertiser Consideration Flattens But Discussion And Usage of Podcast Advertising Increases Steadily


Our latest research shows that 75% of advertisers are discussing the potential of podcast advertising, and 42% are actively considering buying ads in the next six months. Currently, 39% are advertising in podcasts, up 7% from a year ago.

“The audio industry continues to innovate in response to consumer needs, habits and preferences.” says Frank Papsadore, EVP Marketing at Advertiser Perceptions. “Podcast growth is a clear-cut example. Add to their wide range of topics, new media superstars, and provocative, unedited content – the unprecedented growth of new listening tools like smart speakers – and it’s clear that an entertainment revolution is well underway.”