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

AM Radio Bill Added to House Transportation Package

Radio Dial

National Association of Broadcasters President and CEO Curtis LeGeyt praised the House Committee on Energy and Commerce for including the AM Radio for Every Vehicle Act in its surface transportation reauthorization package, marking another step forward for the bipartisan legislation More

Netflix to Stream ''The Breakfast Club'' Live Daily

''The Breakfast Club''

iHeartMedia and Netflix announced that The Breakfast Club will begin streaming live daily on Netflix starting June 1, marking the platform's first weekday live daily program. The move expands the companies' previously announced video podcast partnership and brings the nationally syndicated radio show to a More

Johnjay & Rich's Noah Appears on ''The Price Is Right''

Johnjay & Rich's Noah on ''The Price Is Right''

Fans of syndicated Johnjay & Rich Show got a surprise dose of daytime television recently when show personality Noah appeared as a contestant on "The Price Is Right." Noah was featured on the May 7 episode of the long-running CBS game show and advanced all the way to the Showcase Showdown, becoming one of More

Christian Music Group Urges FCC to Keep FM Caps

Christian Music Trade Association (CMTA)

The Christian Music Trade Association (CMTA) is urging the Federal Communications Commission to preserve existing local FM ownership limits while eliminating caps on AM station ownership as part of the agency's still-pending 2022 Quadrennial Review of broadcast ownership rules. More

American Ground Radio Debuts on WWRC/Washington DC

Salem Media

Salem Media announced that "American Ground Radio", hosted by Stephen Parr and Louis R. Avallone, has launched on WWRCM (AM 570 The Answer) in Washington, DC. The program now airs weekday mornings at 7am. ET and features political commentary, cultural discussion, humor, listener interaction, and interviews More

WKKT (96.9 THE KAT) in Charlotte Rolls Out New Lineup

WKKT (96.9 THE KAT) in Charlotte

New Country WKKT (96.9 THE KAT) in Charlotte has announced a revamped on air lineup. "Graham in the Morning" with Graham Bunn will start the day, followed by Kat Country veteran Sarah Lee, Eddie Foxx and "The Bobby Bones Show," with Ashley Wilson hosting a new music hour from 11pm-midnight. "We are 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 ^®