Report: Podcast Ad Frequency Doubles in Past Year

Cumulus Media

The number of times podcast listeners hear an ad campaign is soaring. According to Podsights, a podcast attribution measurement firm, average podcast ad frequency has doubled in the past year, reducing podcast conversions. This week's Cumulus Media | Westwood One Audio Active Group blog outlines three solutions to the podcast ad frequency problem and explains why brands need to remind the many, not lecture the few.

Podsights reports podcast ad campaign frequency is soaring, causing the proportion of site visits (conversions) and purchase rate to fall
The solution is to grow reach at the expense of frequency
Podcasts have audience scale; Podcasts' reach has tripled since 2016 as one-fourth of American persons 18-49 is reached daily
Three strategies to optimize reach: 1) Buy more shows and genres than the "obvious" fit; Consult Nielsen's Scarborough Podcast Buying Power study to find additional shows and genres to purchase; 2) Purchase podcast genres and shows based on reach among category buyers, not index; 3) Spread impressions further down the ranker and buy more than just top shows
Take the advice of Erwin Ephron, the father of modern media planning: "Remind the many, don't lecture the few"

Latest Radio Stories

Mike Couchman Named Pillar Media Programming Chief

Mike Couchman

Pillar Media has named Mike Couchman Chief Programming Officer, overseeing programming for the company's five-station group, effective November 16. Couchman will oversee WAWZ (Star 99.1), WAKW (Star 93.3), KSRC (Star 101.5), KFCO (The New Flo 107.1) and KPOF (AM 910). He will be based at Pillar Media's More

Howard Stern Expands SiriusXM Show to HBO Max

Howard Stern

Howard Stern will return to SiriusXM for a new season of "The Howard Stern Show" on September 14, while expanding the program's reach through a new partnership with HBO Max. New episodes will air live Mondays on SiriusXM, with adapted video versions debuting Thursdays on HBO Max beginning September 17. The More

Hunter Deeley Named FCC Enforcement Bureau Chief

Hunter Deeley

FCC Chairman Brendan Carr has appointed Hunter Deeley as Chief of the agency's Enforcement Bureau, elevating the bureau's Chief of Staff and Deputy Bureau Chief to its top post. Deeley succeeds Patrick Webre, who will remain with the FCC in a senior role in the Office of Managing Director. "I am pleased More

Zoellner's KRMG, Mix 96.5 Swap Frequencies in Tulsa

Zoellner Media Group

Zoellner Media Group has completed a frequency swap involving two of its Tulsa radio stations, moving News/Talk KRMG to 96.5 FM and Hot AC KRAV (Mix 96.5) to 102.3 FM. The changes took effect at 5am Monday, August 31. Programming, personalities and other content on both stations remain unchanged despite More

Veteran Radio Personality Ron Parker Dies

Ron Parker

Veteran radio personality and programmer Ron Parker, whose career spanned more than five decades and included stops at some of the nation's best-known radio outlets, has died following a brief illness. Parker grew up in Atlanta and began his radio career at age 15. While studying journalism at the More

Study Links Brand Awareness to Market Share Growth

Cumulus Media and Westwood One

A new study from Google and brand tracking firm Tracksuit finds that increasing brand awareness can produce measurable gains in consumer search activity and, ultimately, market share, according to an analysis from Cumulus Media and Westwood One's Audio Active Group. The research examined 31 brands across More

Return to Menu

Report: Podcast Ad Frequency Doubles in Past Year

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ^®

Report: Podcast Ad Frequency Doubles in Past Year

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ®

Copyright © 1989-2026 RADIO ONLINE ^®