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

Westwood One Study Challenges Eight AM/FM Radio Myths

Cumulus Media | Westwood One

A new analysis from Cumulus Media's Westwood One Audio Active Group challenges eight common advertiser perceptions about AM/FM radio, citing research that shows the medium continues to deliver substantial audience reach, advertising effectiveness and return on investment. In the latest Audio Active Group More

SummitMedia Names Aaron Wilborn Omaha Market President

Aaron Wilborn

SummitMedia has appointed Aaron Wilborn as Market President of its Omaha operations, overseeing the company's radio stations, digital platforms and events business. Wilborn joins SummitMedia from Dick Broadcasting Company, where he has served as President since 2018, directing the company's radio group along More

WUSW Launches US Country Format in Buffalo

WUSW (US Country) Buffalo

Buddy Shula's Radio One Buffalo has launched US Country on WUSW in Buffalo, NY, introducing a Classic Country format featuring hits from the 1980s, 1990s and early 2000s. The station targets listeners throughout Western New York and Southern Ontario. Branded as "US Country - More

Ryan Gibbons Joins KAZR Des Moines for Mornings

Ryan Gibbons

Des Moines Media Group has named Ryan Gibbons the new morning host at Rock KAZR-FM (LAZER 103.3) in Des Moines, effective Monday, October 26. His arrival is accompanied by several changes to the station's weekday lineup. "I'm thrilled beyond words to join the legendary crew at LAZER 103.3," said Gibbons. More

WBAL to Launch Daily Baltimore Ravens Radio Show

Michael Pierce and Kyle Youmans

The Baltimore Ravens and WBAL NewsRadio have announced the launch of "Ravens Daily," a new two-hour, year-round radio program hosted by Ravens play-by-play announcer Kyle Youmans and former Ravens defensive lineman Michael Pierce. The show will debut Monday, November 9. Broadcasting live from the Ravens' More

Country Radio Hall of Fame Nominations Due October 30

Country Radio Hall of Fame (CRHoF)

The Country Radio Hall of Fame (CRHoF) is reminding industry professionals that nominations for its Class of 2027 must be submitted by Friday, October 30, to receive consideration for next year's induction. Established in 1974, the Country Radio Hall of Fame recognizes 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 ^®