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Westwood One and Magellan AI have released new data with good news for the podcating community. According to analysis of the data, detailed in a Westwood One blog, advertisers jumped right back into podcasting after taking a break during the height of the pandemic.
In May, according to the report, the number of unique advertisers in podcasting jumped back to March levels. In June, total podcast occurrences grew +8% versus April and the average number of ads per podcast (2.9) reverted to pre-pandemic volumes. Comparing June to January 2020, the number of U.S. podcast advertisers jumped 18%.
A big advantage for podcasting continues to be the number of ads played comared to radio and TV. While TV advertising can represent 23 to 27% of programming, according to Magellan an analysis of the top 400 podcasts, shows that advertising represents only 5% of podcast program content.
And finally, the report shows that more big brands are coming into the medium. “The proportion of brand advertising in podcasting has been steadily rising over the past year. In Q2 2020, 38% of ad occurrences were from brands, up +46% from Q2 2019 (26%).”
Get more detail about the report, including nifty charts and graphs HERE.
Comments:
Podcasting during a Pandemic was the title of a previous podcast and YouTube Video and I stated that during this COVID-19 Crisis, this is the best time in which to start a podcast. Thank you for sharing this article.