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

Larkin Named President & CEO of RCS Worldwide

Susan Larkin

RCS Worldwide has appointed Susan Larkin as President and CEO, positioning the company to expand its role in audio creation tools, media intelligence, music analytics and television operations technology. Larkin most recently served as COO at Audacy. She previously held senior leadership roles at Cox Media More

David Yadgaroff to Retire from Audacy Philadelphia

David Yadgaroff

David Yadgaroff will retire as Senior Vice President and Market Manager of Audacy Philadelphia, concluding a 36-year career with the company, according to an internal note from Audacy Regional President Mark Hannon. Yadgaroff, who began his career in programming and promotions, has led the Philadelphia More

WSSR Chicago Flips to ''Classic Pop'' as The 9-6-7

WSSR-FM Chicago

Connoisseur Media Chicago flips WSSR 96.7 to a new format branded as "The 9-6-7: Chicagoland's Classic Pop," while retaining its WSSR call letters. The new format centers on a high-energy, nostalgia-driven playlist featuring CHR hits from the 1990s and 2000s. The station's music mix includes artists such as More

Gracie Awards Honor Women Across Media Platforms

Gracie Awards

The Alliance for Women in Media Foundation (AWMF) has announced the winners of the 51st Annual Gracie Awards, recognizing women across radio, television, streaming, audio and digital media. Among this year's honorees are Abby Phillip, Oprah Winfrey, Monica Lewinsky, Rhea Seehorn, More

David Tyler Signs with Hoss Management Group

David Tyler

Veteran voice talent David Tyler has signed with Hoss Management Group for representation in radio imaging and voiceover, marking a new chapter in his more than 35-year broadcasting career. Hoss Management Group is known for representing contemporary radio imaging voices, and Tyler brings an extensive More

Radio Ads Build Brand Awareness in Joplin Study

Cumulus Media & Westwood One

A new blog post from Cumulus Media | Westwood One's Audio Active Group highlights how long-term AM/FM radio advertising helped a local Missouri business significantly boost brand awareness and growth. The post centers on Bug-A-Way Pest Control in Joplin, MO, a company that had operated for more than two 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 ^®