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

Fred Child Named CEO of All Classical Radio

Fred Child

All Classical Radio in Portland, OR has named broadcaster and arts advocate Fred Child as its next President and CEO, effective January 2. Child will relocate from New York City to take the role, succeeding Suzanne Nance, who stepped down earlier this year after a decade leading the organization. Since July, More

WFAN Revamps Lineup, Craig Carton Returns in 2026

Craig Carton

WFAN New York will introduce a refreshed weekday programming schedule on January 5, headlined by the return of longtime host Craig Carton. Carton will anchor "The Carton Show" alongside Chris McMonigle, marking his first daily program on the station since 2023. The overhaul includes a new midday program, More

Most Americans Fear AI Weakens Human Connection

SSRS and Edison Research

Edison Research is highlighting new data from SSRS and the Project Liberty Institute showing that many Americans worry artificial intelligence is harming their ability to form meaningful human relationships. According to the October 2025 report from SSRS and Project Liberty Institute, 56% of Americans More

KTIS Names Aaron ''Toast'' Trost Creative Services Director

Aaron Toast Trost

98.5 KTIS Minneapolis-St. Paul has appointed Aaron "Toast" Trost as its new Creative Services Director, with his first day set for January 19. Trost joins the Twin Cities station after two and a half years at Northwestern Media's KSLT in Rapid City, SD, where he served as both Morning Show Host and Creative More

WIMZ Launches New Local Morning Show for 2026

Jay Mac and Drake Meredith

Classic Rock 103.5 WIMZ Knoxville will debut a new live and local morning show on January 5, featuring familiar station personalities Jay Mac and Drake Meredith. The launch follows the final broadcast of the long-running John Boy and Billy Show at the end of December, marking a More

CT40 Sets Holiday Specials with Fitz & Lauren Alaina

Country Top 40 with Fitz (CT40), syndicated through Skyview Networks, will close out the year with a pair of holiday and year-end specials featuring host Fitz and country star Lauren Alaina. The first program, Deck the Hits with Lauren and Fitz, airs the weekend of December 20-21, with optional runs on More

Return to Menu

Study: All Podcast Ad Formats Are Extraordinarily Effective

Latest Radio Stories

Follow us on:

Copyright © 1989-2025 RADIO ONLINE ^®

Study: All Podcast Ad Formats Are Extraordinarily Effective

Latest Radio Stories

Follow us on:

Copyright © 1989-2025 RADIO ONLINE ®

Copyright © 1989-2025 RADIO ONLINE ^®