For the first time ever, more than half of the U.S. population over the age of 12 have listened to at least one podcast. Folks aren’t just listening to the primary content, they’re listening to the advertisements. With a wide range of topics, listeners seek out shows which suit their unique interests. And, they choose how, when, and where to listen.
The initial Podcast Advertising Study in 2016 shined a spotlight on the engaged podcast listener. Of the roughly 900 podcast listeners surveyed, 52% agreed with the statement “You believe that the hosts of podcasts you regularly listen to are actual users of the products or services mentioned on their programs.”
65% of listeners reported that they are more willing to consider products or services that they learn about on podcasts. And, a whopping 70% agreed that the products they hear about on podcasts are generally relevant to their interests.
With these engagement levels, it’s no wonder brands are flocking to podcasts. Ad spending on this channel hit $479.1 million in 2018, an increase of 53% from the previous year.
Before you take the leap, we have a few strategic tips.