Podcast audiences in the USA are enjoying unprecedented growth, with nearly 100 million weekly listeners in 2024. Forecasts suggest that podcasting advertisement revenue will surpass US$2bn in 2024, reaching nearly US$2.6bn by 2026. At the same time, however, the business community (ie audio industry experts, including media decision makers at large agencies and brands) continue to have questions regarding the medium’s safety and suitability for brands. This paper provides a multi-modal study that juxtaposes the myths and opportunities in podcast advertising across genres. It reveals that consumers remain open to brands that advertise on podcasts and they find their titles to be engaging, informative and entertaining.
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Jacobs et al. (2024) studied this question.
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