OK Start Your Podcast: More Advertisers are Considering Using Them to Reach Consumers

Marketers are increasingly bullish on podcast advertising with the number who say they’ll advertise in the medium nearly tripling during the past two years. The findings are from a new Westwood One report on current advertising and agency sentiment toward podcast advertising.

The radio network’s “State of Podcasting 2017” report provides an in-depth look at listening behaviors and demographics of the podcast consumer, along with a glimpse of how marketers and agencies view podcast advertising.

The study found that the proportion of advertisers and agencies who have “discussed investing” in podcast advertising has jumped from 41% in Sept. 2015 to 68% in May of 2017. Over the time span from Sept. 2015 to May of 2017, brands and agencies are more than twice as likely to “definitely consider” podcast advertising – 18% in 2015 to 37% this year. Marketers and agencies who say they will “definitely advertise” in podcasts during the next six months has increased from 10% in 2015 to 27% now. Compared to Sept. 2015, marketers and agencies are twice as likely to be “currently advertising” on podcasts.



“We knew that advertiser sentiment for podcast advertising was growing, as we have seen a significant increase in advertising spend on the Westwood One podcast network,” Suzanne Grimes, executive VP, Corporate Marketing for Cumulus Media and President, Westwood One said. The new study “quantifies the conversation, consideration, and intention among marketers to place their brands in the expansive podcast programming environment. It’s great news for all of us in the fast-tracking on-demand space,” Grimes added.

Some other findings in the study show that podcast listening among persons 25-54 has grown 82% since 2014. In 2014 only 17% said they have listened to a podcast in the last month. In 2017 that number is at 31%. Podcasting is also growing among millennials, with “share of audio time spent” among adults 18-34 rising 23% from Q4 2016 to Q2 2017. The podcast audience is significantly younger than those who listen to radio or watch the major TV networks. The median age of podcast listeners is 29, while the median age for AM/FM listeners is 46 and the median age of those who watch ABC/NBC/CBS is 54.

Podcast listeners are “super fans” of audio spending 47% more time with audio daily. The report shows the U.S. total of daily time spent with audio at 4:12 while the podcast audience spends 6:11. Most of podcast listening happens at home and in the evening, with 19% of respondents saying that’s when and where they listen to podcasts.

The podcast usage data is derived from research conducted by Edison Research. The attitudes toward podcast advertising are from surveys of marketers and agencies conducted by Advertiser Perceptions.

Source: Inside Radio

OK. We miss the show Atlanta FX which won't air again until 2018. But we know for sure these characters from the show would have a podcast. Zan up top and Harrison (Antwoine) below.