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eMarketer is forecasting that US podcast ad spending will pass the $2 billion mark in 2023 and $3 billion by 2026. The research firm says that podcasts will account for over a quarter of digital’s ad spending in 2022 and will be more than a third of spending by the end of 2026.
According to a survey of 255 advertisers conducted by Advertiser Perceptions, eMarketer reports that more than half of those advertisers said they planned to increase their podcast ad budgets in 2022. Nearly half (46%) planned to keep their budgets the same, and just 1% planned to reduce podcast ad spending. The survey also showed overall digital budgets were the most common place that advertisers pulled their podcast ad budgets from. Most advertisers did not have dedicated podcast budgets. About half used their digital audio budgets to fund podcast campaigns.