7 Statistics That Prove Podcast Advertising Works

By January 20, 2015Strategy


Have you considered podcast advertising for your business? Data suggests you should be as podcast ads generate very high levels of engagement and are proving to be a viable advertising medium with high conversions. Tracking conversion metrics is easy as often there’s a coupon code related to the particular podcast. Podcast ads are unique in that unlike advertising on other mediums, people actually like the mid-program interruption as they enjoy hearing from their hosts.

At Hawke Media, we manage the Podcast media buying process on podcast networks, choosing pre-, mid-, or post-roll strategies. We’ll optimize what is bought depending on budget, the type and quality of medium, target audience, and how much time and space is wanted. Take a look at these podcast advertising statistics, and reach out to Hawke Media today to learn about how we can make podcast advertising work for your brand.

  • Internal Midroll surveys of 300,000 listeners found that 63 percent of people bought something a host had promoted on their show.
  • According to the Washington Post, podcast downloads passed the one billion mark in 2014 and monthly podcast listeners number over 75 million per month.
  • Nearly 20 percent of Americans listen to at least one podcast per month.
  • In the last year alone, the number of people listening to a podcast has gone up 25 percent. And people who podcast regularly, are listening to an average of six podcasts a week.
  • When asked if advertising within podcasts had affected their behavior, 71 percent said they’d visited a sponsor’s website, while 62 percent stated that they considered the new product or service. Also, 60 percent stated that they researched more information about the advertiser.
  • About 78 percent agreed (and 21 percent agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.
  • About 72 percent of respondents were at least somewhat receptive to sponsorship messages in the podcasts they regularly enjoy, with five percent indicating that they are generally “interested in them and/or often find them useful.”

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