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

Urban One Dallas Realigns Three-Station Lineup

Urban One

Urban One Dallas has announced a programming realignment across its three-station Dallas-Fort Worth cluster, including new and returning personalities at KBFB (97.9 The Beat) and KKDA (K104) and a new music direction for 105.7 KRNB. At 97.9 The Beat, Radio Hall of Famer Rickey More

K-Love Closes $2M Purchase of Former KBAY-FM

K-Love

K-Love Inc. has closed on its $2 million acquisition of the 94.5 FM signal in Gilroy, CA, serving San Jose from Connoisseur Media, completing a transaction first announced in July. The former KBAY-FM has adopted the new call letters KJNV-FM. K-Love acquired the signal to expand its Christian radio service in More

Study: Broad Ad Reach Key to Driving Brand Growth

Cumulus Media | Westwood One

New marketing research suggests advertisers looking for long-term growth should focus on reaching a broad audience rather than concentrating heavily on consumers who are already in the market to buy. The findings are highlighted in a new Cumulus Media | Westwood One Audio Active Group analysis from Pierre More

Mary Louise Kelly Stepping Down as NPR Host

Mary Louise Kelly (photo credit: Mike Morgan, NPR)

Mary Louise Kelly is stepping down as co-host of NPR's "All Things Considered" and host of the network's "Sources & Methods" podcast after more than eight years in the ATC anchor chair. The week of November 2 will be Kelly's final week as co-host of "All Things Considered," while she will sign off from More

Billy Brown Returns to WKWS as Morning Host

Billy Brown

Billy Brown has returned to WKWS-FM (Superstar Country 96.1 KWS) in Charleston, WV, as morning host. The move marks a return to the station for Brown, who previously spent five years at WKWS from 2017 through 2022. Most recently, he was part of the on-air lineup at crosstown WQBE. "I'm really glad to More

HMC Raises Concerns Over Transfer of SBS

Hispanic Marketing Council (HMC)

The Hispanic Marketing Council (HMC) is urging the FCC to closely examine the public-interest implications of the proposed transfer of control of Spanish Broadcasting System (SBS), citing the potential impact of a change in ownership on Hispanic audiences and communities served by the broadcaster. In 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 ^®