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

Casey Carter Named PD of WQIK Jacksonville

Casey Carter

iHeartMedia Jacksonville has named Casey Carter Program Director of Country 99.1 WQIK, effective immediately, while also appointing Heath West as the station's new afternoon host. In her new role, Carter will oversee all programming for WQIK, including talent development, brand strategy and coordination More

Midwest Communications to Acquire NRG WI Stations

Midwest Communications

Midwest Communications Inc., through its affiliate WRIG, Inc., has reached an agreement to acquire a radio group in Wisconsin from NRG Media LLC. An application for the transfer of licenses is being filed with the FCC. Terms were not disclosed. The transaction includes stations More

Phantom Producer 2.0 Adds Multitrack Editing

Phantom Producer

Phantom Producer has launched version 2.0 of its platform, introducing a redesigned user interface and new multitrack editing capabilities aimed at radio producers and audio creators. At the core of the update is a new MultiTrack Editor designed to streamline production workflows. The feature allows More

Bob Kingsley Countdown Classics Launches on iHeart

Bob Kingsley's Countdown Classics

iHeartRadio has launched "Bob Kingsley's Countdown Classics," a new streaming station dedicated to the late country radio icon and his long-running countdown program. The station debuts on what would have been Kingsley's 86th birthday, honoring the National Radio Hall of Fame and More

WXPN's Kathy O'Connell to Retire, Ending Kids Corner

Kathy O'Connell

Kathy O'Connell, longtime host at WXPN/Philadelphia, has announced her retirement after more than four decades at the University of Pennsylvania AAA outlet, bringing an end to the Peabody Award-winning "Kids Corner." The program's final shows are scheduled to air in June. O'Connell shared the news More

Podcast Listening Leads Spoken-Word Audio Time

Edison Research at SSRS

Podcasts have edged past AM/FM radio as the leading platform for spoken-word audio listening time among Americans, according to new analysis of Share of Ear data, with generational differences driving much of the shift. Among persons 13+, podcasts account for 40% of daily spoken-word audio listening 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 ^®