Home Login RADIO ONLINE RSS Facebook
Advertisement

Survey: Podcast Advertising Drives High Engagement


Veritonic
Veritonic

Podcasts continue to solidify their position as a powerful medium for brands, with a recent survey highlighting the effectiveness of podcast advertising. Conducted by Veritonic, the survey provides insights into how brands can optimize their audio creative strategies to maximize impact and drive measurable results.

The survey revealed that 29% of podcast listeners are "likely" to purchase a product after hearing an ad, with 12% "extremely likely." This underscores the trust listeners place in podcasters, particularly in host-read ads, which are viewed as authentic and lead to greater engagement.

Podcast ads outperform traditional formats like TV and social media in memorability. Over 40% of listeners reported feeling a stronger connection to brands advertised on podcasts. The highly engaged podcast audience fosters brand loyalty and top-of-mind awareness.

Listeners frequently take action after hearing podcast ads, with 57% visiting a brand's website and 28% making a purchase. These results demonstrate that podcast advertising goes beyond raising awareness-it drives direct business outcomes.

The effectiveness of podcast ads varies depending on the creative approach. While 26% of listeners prefer host-read ads, 32% are drawn to jingles. Testing and optimizing ad formats can help brands connect more effectively with their audiences.

Veritonic emphasizes the role of testing, optimization, and measurement in creating high-impact podcast ads. Platforms like Veritonic enable brands to refine their campaigns by analyzing engagement, emotional response, and metrics like brand lift and listener recall. This data-driven approach ensures brands can maximize their return on investment in podcast advertising.

Advertisement

Latest Radio Stories

U.S. House Committee Advances AM Radio Bill
U.S. Congress
U.S. Congress
The House Energy and Commerce Committee has advanced the AM Radio for Every Vehicle Act of 2025 (H.R. 979) by a lopsided 50-1 vote, marking the latest step toward requiring automakers to keep AM broadcast radio as standard equipment in all new passenger vehicles. The bill, sponsored by Reps. Frank More

Edison Research Highlights Latino Podcast Insights
Edison Research
Edison Research
Edison Research is marking Hispanic Heritage Month by releasing new findings from the 2024 Latino Podcast Listener Report and pledging continued investment in research to empower Latino and Hispanic creators in 2025 and beyond. The company has studied Latino podcast audiences since 2020, with support More

Civic Media Announces New Executive Leadership Team
Civic Media
Civic Media
Civic Media has announced a leadership restructuring, effective immediately, as it continues expanding across the Upper Midwest. CEO Sage Weil has promoted former VP of Operations Kory Hartman to Chief Operating Officer, tasking him with overseeing day-to-day operations across the More
Advertisement

Rick Rumble Marks 30 Years on FM99 in Norfolk
Rick Rumble
Rick Rumble
Rumble in the Morning host Rick Rumble is celebrating 30 years on the air at WNOR (FM99) in Norfolk, a milestone that underscores his long-running presence in Hampton Roads radio since joining the station in 1995. Rumble's path to Norfolk began in his hometown of Grand Rapids with stops in St. Louis, More

Mikayla Browne Upped to WNWC (Life 102.5) Madison PD
Mikayla Browne
Mikayla Browne
Northwestern Media's WNWC-FM (Life 102.5) in Madison, WI elevates Mikayla Browne to Program Director. Browne, who joined the station in 2023, has served as afternoon host and Assistant Program Director for the past two and a half years. "I am incredibly proud of all that Mikayla has accomplished the past More

RTDNA Survey Finds Rise in Attacks on Local Newsrooms
RTDNA
RTDNA
Attacks on local news stations and journalists continued to rise in 2024, according to the latest RTDNA/Newhouse School at Syracuse University Survey. Researchers found that while the increase from the prior year was small, last year's election cycle added to the dangers facing broadcast journalists. More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement