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

Radio Trust Stands Out in AI-Driven Media Era

Katz Radio Group

As artificial intelligence continues to reshape the media landscape, a new challenge is emerging for both consumers and advertisers: trust. According to a new post from Katz Radio Group, the rapid rise of AI-generated content -- from articles and images to voices and ad campaigns -- More

Casey Carter Named PD of WQIK Jacksonville

Casey Carter

iHeartMedia Jacksonville has named Casey Carter Program Director of Country 99.1 WQIK, effective immediately, while also appointing Heath West as the station's new afternoon host. In her new role, Carter will oversee all programming for WQIK, including talent development, brand strategy and coordination More

Midwest Communications to Acquire NRG WI Stations

Midwest Communications

Midwest Communications Inc., through its affiliate WRIG, Inc., has reached an agreement to acquire a radio group in Wisconsin from NRG Media LLC. An application for the transfer of licenses is being filed with the FCC. Terms were not disclosed. The transaction includes stations More

Phantom Producer 2.0 Adds Multitrack Editing

Phantom Producer

Phantom Producer has launched version 2.0 of its platform, introducing a redesigned user interface and new multitrack editing capabilities aimed at radio producers and audio creators. At the core of the update is a new MultiTrack Editor designed to streamline production workflows. The feature allows More

Bob Kingsley Countdown Classics Launches on iHeart

Bob Kingsley's Countdown Classics

iHeartRadio has launched "Bob Kingsley's Countdown Classics," a new streaming station dedicated to the late country radio icon and his long-running countdown program. The station debuts on what would have been Kingsley's 86th birthday, honoring the National Radio Hall of Fame and More

WXPN's Kathy O'Connell to Retire, Ending Kids Corner

Kathy O'Connell

Kathy O'Connell, longtime host at WXPN/Philadelphia, has announced her retirement after more than four decades at the University of Pennsylvania AAA outlet, bringing an end to the Peabody Award-winning "Kids Corner." The program's final shows are scheduled to air in June. O'Connell shared the news 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 ^®