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

Texas Radio Hall Names 2026 Induction Nominees

Texas Radio Hall of Fame (TRHOF)

The Texas Radio Hall of Fame (TRHOF) has announced the 50 nominees for its 2026 induction class, with voting now open to eligible Hall of Fame members through August 10. The final ballot was selected from more than 160 broadcast professionals with ties to Texas radio who were nominated for consideration. More

Portland Radio Legend Craig Walker Dies at 80

Craig Walker

Veteran Portland radio and television personality Craig Walker, whose warm on-air style made him one of Oregon's most recognizable broadcasters, died peacefully at his home on July 22. He was 80. Walker's death was announced by longtime friend and radio partner John Erickson, who praised his decades-long More

Femi Ayanbadejo Joins Afternoons at 105.7 The Fan

Femi Ayanbadejo

WJZ-FM (105.7 The Fan) in Baltimore is revamping its afternoon lineup with the launch of "The Final Drive," a new weekday sports talk show featuring former Baltimore Ravens linebacker Femi Ayanbadejo. Beginning July 29, Ayanbadejo will join Ken Weinman and Tim Barbalace as co-hosts, airing weekdays from More

WYPC Flips to Seaboard's Great Oldies Format

WYPC/Wellston-Jackson, OH

Total Media has flipped WYPC in Wellston-Jackson, OH, to Oldies using Seaboard Networks' "Good Time, Great Oldies" programming, marking the company's second format conversion with Seaboard in as many weeks. The move follows Total Media's recent launch of "Southern Ohio Gold" on More

KIRO Adds Tami Michaels Weekend Home Show

Tami Michaels

KIRO (Newsradio 97.3 FM) Seattle is expanding its weekend lineup with the addition of Inside Out with Tami Michaels, a new one-hour lifestyle and home improvement program debuting Saturday, August 8. Hosted by interior designer and licensed general contractor Tami Michaels, the show will air Saturdays from More

Connoisseur Media Reshuffles West Coast Programming

Brian ''Fig'' Figula

Connoisseur Media has announced a series of programming leadership changes across its West Coast radio stations following the recent expansion of 98.5 KBAY (Bay Country) in San Jose. Brian "Fig" Figula has been promoted to Regional Operations Manager for the Bay Area, overseeing Connoisseur's stations in San 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 ^®