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

Key-United Expands Sales Leadership Team with New Hires

Rosanne Tipton and Robbie Eisen

Key-United, a joint venture between Key Networks and United Stations Radio Networks (USRN), has expanded its sales organization with two new appointments aimed at strengthening its service to advertisers and agency partners. Rosanne Tipton has joined the company as More

Chaz & AJ Return to Long Island on 94.3 The Shark

Chaz & AJ

Connoisseur Media has announced that the Chaz and AJ Show will expand its reach and return to Long Island mornings on WWSK (94.3 The Shark) beginning Monday, March 9. The move reunites the long-running rock morning show with the market where the partnership first began, while the More

NAB Launches Campaign for America's 250th Anniversary

National Association of Broadcasters (NAB)

As the U.S. prepares to mark the 250th anniversary of the signing of the Declaration of Independence, the National Association of Broadcasters (NAB) has launched a nationwide, year-long campaign highlighting the role of local radio and television stations in documenting history and connecting communities. More

Curtis Sliwa Joins WOR Morning Lineup in New York

Curtis Sliwa

Curtis Sliwa is returning to New York talk radio as part of a new morning show on iHeartMedia's 710 WOR, beginning Monday, March 9. "Curtis Sliwa and Larry Mendte in the Morning" will air weekdays from 6-10am, pairing Sliwa's longtime presence in New York talk radio with veteran television journalist Larry More

Tom Donahue's Truth Matters Shifts to Streaming

Tom Donahue

Veteran talk host Tom Donahue will begin hosting Truth Matters with a new distribution model starting April 4, transitioning the program from Salem Radio Network's satellite delivery to online streaming and podcast-based audio file distribution for radio stations. The show will continue to air Saturdays More

2026 NAB Crystal Radio Award Winners Announced

NAB Crystal Radio Awards

The National Association of Broadcasters (NAB) today announced the ten winners of the 39th annual NAB Crystal Radio Awards. Since 1987, these awards have recognized radio stations for their exceptional year-round commitment to community service. Recipients were chosen from 50 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 ^®