Report: Podcast Ad Frequency Doubles in Past Year
| RADIO ONLINE | Tuesday, July 5, 2022 |
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 Cumulus Media |
The number of times podcast listeners hear an ad campaign is soaring. According to Podsights, a podcast attribution measurement firm, average podcast ad frequency has doubled in the past year, reducing podcast conversions. This week's Cumulus Media | Westwood One Audio Active Group blog outlines three solutions to the podcast ad frequency problem and explains why brands need to remind the many, not lecture the few.
- Podsights reports podcast ad campaign frequency is soaring, causing the proportion of site visits (conversions) and purchase rate to fall
- The solution is to grow reach at the expense of frequency
- Podcasts have audience scale; Podcasts' reach has tripled since 2016 as one-fourth of American persons 18-49 is reached daily
- Three strategies to optimize reach: 1) Buy more shows and genres than the "obvious" fit; Consult Nielsen's Scarborough Podcast Buying Power study to find additional shows and genres to purchase; 2) Purchase podcast genres and shows based on reach among category buyers, not index; 3) Spread impressions further down the ranker and buy more than just top shows
- Take the advice of Erwin Ephron, the father of modern media planning: "Remind the many, don't lecture the few"
