Home Login RADIO ONLINE RSS Facebook
Advertisement

Report: Podcast Ad Frequency Doubles in Past Year


Cumulus Media
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"

Advertisement

Latest Radio Stories

Mike Max Exits WCCO/Minneapolis in Downsizing Move
Mike Max
Mike Max
Veteran Minnesota sports journalist Mike Max is out at News/Talk WCCO/Minneapolis in a cost-cutting move by Audacy. Max, 57, who had been with the station since 1998, is expected to remain the Sports Director at WCCO-TV, which is owned by CBS. Max More

ESPN Wisconsin Shows Expand to 1430 ESPN Beaver Dam
Good Karma Brands
Good Karma Brands
Good Karma Brands and ESPN Wisconsin announce that "Wilde and Tausch" and "Scalzo and Brust," which currently air in both Madison and Milwaukee, will soon expand to WBEV-AM (1430 ESPN) in Beaver Dam, WI. Beginning Monday, August 22, listeners in the More

Z Radio Live Celebrates 15 Years On the Air
Zach Feldman
Zach Feldman
Internet music station, Z Radio Live at zradiolive.com is celebrating 15 years on the air. To commemorate the event, Z Radio Live partnered with Vintage Microphones, and owner Ron Hummel, to produce a one-of-a-kind microphone for the Z Radio Live More
Advertisement

Jacobs Media Released Air Talent Survey 2022 at MSBC 34
Air Talent Survey 2022
Air Talent Survey 2022
Jacobs Media released its Air Talent Survey 2022, entitled "Radio Talent in the Post-Pandemic Era," on Thursday at the 34th Annual Morning Show Boot Camp -- which also began Thursday at the Swissotel in Chicago. The survey, which included 750 total More

WSB/Atlanta Names Charles Dir./Branding and Programming
Ken Charles
Ken Charles
Veteran programmer Ken Charles joins Cox Media Group's News/Talk WSB-AM and WSBB (95.5 WSB)/Atlanta as Director of Branding and Programming, beginning September 12th. Most recently, he was Program Director of News KNX-AM & FM/Los Angeles and More

Triton Digital Releases July 2022 U.S. Podcast Report
Triton Digital
Triton Digital
Triton Digital has released its July, 2022 U.S. Podcast Report. Stitcher Media remained in the #1 spot on the Top Sales Networks Report for the month of July with 55 million Average Weekly Downloads and 13.9 million Average Weekly Users. NPR came in More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Quick Snaps
Radio Advertising Bureau: The Radio Advertising Bureau (RAB), in conjunction with BMI and Mentoring and Inspiring Women in Radio (MIW) have completed the 14th annual Rising Through the Ranks program, which began with a virtual session on August 2, and continued with in-person meetings on August 9-11. Pictured: 2022 Graduates and Speakers with BMI songwriter and Recording Artist Lauren Alaina.

Advertisement

Advertisement