Big advertisers are paying attention to podcasts. According to The Economics of Podcasting
, a report released Thursday by Nielsen Analytics, the most successful podcasts get as many as 2
million downloads a month. Podcast advertisers include Sony Pictures, Shell Oil, EarthLink, Warner Bros., HP, HBO, and GoDaddy. More than 6 percent of U.S. adults--about 9 million Web users--have
downloaded podcasts in the past 30 days, the report concluded, echoing estimates released last week by Nielsen//NetRatings. Most podcast users are male--more than 75 percent. To reach consumers,
advertisers are putting their messages within the program or using endorsements from podcast hosts.