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

Kelly Sutton to Host New WSM Morning Show

The Kelly Sutton Show

WSM has announced the launch of The Kelly Sutton Show, with Kelly Sutton taking over weekday mornings beginning Monday, August 10. The new live, local program will air from 6-10am CT from studios just steps away from the Grand Ole Opry stage in Nashville. Sutton will be joined by longtime broadcaster More

RAB Webinar Highlights AI-Powered CopyWrite Tool

Radio Advertising Bureau (RAB)

The Radio Advertising Bureau (RAB) will present the second installment of its four-part AI Advantage for Radio Sales webinar series on Wednesday, August 5, focusing on its AI-powered CopyWrite tool designed specifically for broadcast radio sales professionals. Scheduled for Noon CT/1pm ET, the webinar, More

Texas Farm Bureau Network Reaches 150 Affiliates

Texas Farm Bureau

The Texas Farm Bureau Radio Network has reached a major milestone, signing its 150th affiliate station and marking the largest number of affiliates in the network's 24-year history. Network Manager Carey Martin said the achievement reflects the strong partnerships the network has built with stations More

Andre Yancey Named Brand Manager of 102 JAMS

Andre Yancey

Audacy has named Bay Area native Andre Yancey Brand Manager of KRBQ-FM (102 JAMS) in San Francisco, where he will oversee the station's content strategy, talent, operations and branding. Yancey will continue serving as Assistant Brand Manager for WXBK-FM (94.7 The Block) in New York. "As a Bay Area More

MIW Opens Applications for Speak Up! Mentorship

Mentoring and Inspiring Women in Radio (MIW)

Mentoring and Inspiring Women in Radio (MIW) has opened applications for the fourth annual Speak Up! Mentorship Program, a year-long leadership initiative created in partnership with Media Staffing Network. Applications are being accepted through Friday, August 28. Established in honor of the late Laurie More

K-LOVE Promotes Bradshaw to HR Vice President

Tanesha Bradshaw

K-LOVE has promoted Tanesha Bradshaw to Vice President of Human Resources, expanding her leadership role within the ministry's parent organization, K-LOVE, Inc. Bradshaw, who previously oversaw employee relations across the organization, will now lead the ministry's people strategy while overseeing key human 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 ^®