Study: All Podcast Ad Formats Are Extraordinarily Effective

Cumulus Media

So which podcast ads work best? Live reads, talent pre-recorded ads or pre-produced programmatic executions? A new study from Tom Webster and Bryan Barletta of Sounds Profitable called "After These Messages" looks at these ad formats and answers the question. This week's Cumulus Media | Westwood One Audio Active Group blog outlines the findings.

Sounds Profitable podcast ad format study: All perform well while talent-read ads (live or recorded) do the best, justifying the premium nature of podcast host reads.
The podcast ad frequency problem: "Remind the many, don't lecture the few." Podsights, the podcast attribution firm, recently released their Q3 2022 Benchmark Report, and while podcast ad frequency levels improved in Q2, they are still a concern, negatively impacting conversion rates. In Q2 2022, podcast conversion rates improved slightly but are still below recent quarters.
Three strategies to grow podcast campaign reach: Buy more shows and genres than the "obvious fit" podcasts, purchase genres and shows based on reach among category buyers, not index, and spread impressions further down the ranker and buy more than just top shows.

Latest Radio Stories

Trump Nominates Danielle Thumann Severs to FCC

Danielle Thumann Severs

President Donald Trump has nominated Danielle Thumann Severs to serve as a Commissioner on the Federal Communications Commission, a move that could expand the agency's Republican majority if she is confirmed by the Senate. The remaining Republican seat has been vacant since June 30, 2024. Thumann Severs More

Kennedy Elsey Receives 2026 MIW Airblazer Award

Kennedy Elsey

Kennedy Elsey, co-host of "Karson & Kennedy" on Audacy's WBMX-FM (MIX 104.1) in Boston, has received the 2026 Mentoring and Inspiring Women in Radio (MIW) Airblazer Award. Elsey formally accepted the honor during the Talentmasters Morning Show Boot Camp (MSBC) Luncheon in Cleveland. Established by MIW More

Gomez Blasts FCC Vote to End TV Ownership Cap

FCC Commissioner Anna Gomez

FCC Commissioner Anna Gomez is criticizing the Commission's vote to eliminate the 39% national television audience ownership cap, arguing that the agency lacks the legal authority to make the change without congressional action. The FCC voted during its August Open Meeting to eliminate the restriction, More

Lisa Barry Show Expands to TCM Network

Lisa Barry

Christian FM Media has announced that veteran broadcaster Lisa Barry has joined the Today's Christian Music (TCM) Network, expanding distribution of "The Lisa Barry Show" to 126 stations across the U.S. and Canada. Barry's daily program will also continue to air on Christian FM Media's AC Total network. More

Skyrocket Radio Launches CaptureRelay Mobile App

Capture Relay

Skyrocket Radio has launched CaptureRelay, a new mobile app designed to help radio stations quickly build libraries of original local photography by sending images directly from employees' phones to station websites. Available for iPhone and Android devices, CaptureRelay allows approved staff members to More

Townsquare Q2 Digital Growth Offsets Broadcast Decline

Townsquare Media

Townsquare Media reported second quarter 2026 results that met its previously issued guidance, as accelerating digital advertising growth helped offset continued weakness in broadcast advertising. The company posted second-quarter net revenue of $115.4 million, essentially flat from a year More

Return to Menu

Study: All Podcast Ad Formats Are Extraordinarily Effective

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ^®

Study: All Podcast Ad Formats Are Extraordinarily Effective

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ®

Copyright © 1989-2026 RADIO ONLINE ^®