Most offer premium material to paid subscribers. Ads and paid guests are also part of the revenue mix, Muck Rack reports.
"The overall mix of advertising shifts possibly in favor of brand rather than performance," suggests GroupM's Brian Wieser, adding: "Isn't that an interesting observation?"
The growing audience for streaming audio tends to consist of listeners who subscribe to ad-free versions of platforms like Spotify.
Pre-roll ads have also become more popular as marketers seek to reach listeners when they begin streaming audio content.
Spend in the comedy and news genres each rose 20%, and true crime saw 15% growth, reports MediaRadar.
Teladoc Health (BetterHelp), Capital One, Berkshire Hathaway (Geico), Simplisafe and Comcast led the top 10 podcast spenders for the year.
The series, as well as a new report, discuss how the next new iteration of virtual media might impact brands and media.
As of November, 28.2% of podcast listeners had used restaurant delivery in the past 30 days, compared to 14% of non-listeners.
Podcasts and video are on the rise, and supplier websites are deemed the most valuable information sources, TREW Marketing and GlobalSpec report.
Traditional U.S. radio listening got back to its pre-pandemic levels in mid-2021, partly due to the return of mobile usage, in cars and other places.
Results this year would more than double the 15% growth rate of digital music advertising from a year ago.
The percentage of Americans who report they are spending more time with various media than they did pre-pandemic remains high, but for the most part has fallen from the peak stay-at-home period last
year, according to findings of Mindshare's ongoing COVID-19 tracking study.
The series will explore implicit meanings behind what consumers talk about. That exploration is designed to shed light on how meaning shapes our experience and expectations.
Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy,"
"relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
Blogs are among the top nontraditional retail media channels used or considered by retail advertisers to activate their commerce, a new analysis by Advertiser Perceptions finds. The ad industry
customer satisfaction researchers fielded a survey of 250 ad execs with principal responsibility for retail advertising in February.
With a 45% share of podcast ad revenue in 2020, brand advertising is now approaching parity with direct response, at 51%.
Persons with visual, hearing, speech and/or cognitive disabilities are active consumers of media, but they also have special needs, frequently utilize assistive tools to compensate, and often have a
difficult time with some of the most mainstream media, especially social media.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
The podcast audience is more ethnically diverse than the U.S. population as a whole, and one of the most among all media.
Before the election ended, news consumption was at a peak. Pew Research Center reported that 36% of U.S. adults followed election results almost constantly, with another 34% checking in fairly often.
Cable news was the top platform this year to watch election results and boasted the most insatiable viewers. Fifty-one percent of individuals following cable news said they followed the election
almost constantly. That viewership dropped precipitously after President-Elect Biden's acceptance speech.
Purchasing and consumption habits have changed. As communicating with consumers during a crisis challenges brands, many are turning to podcasts to stay in touch.
Nielsen says 23% of remote workers listen every day to "spoken word" audio -- local news, podcasts, news/talk radio stations -- and 30% listen at least once a week. Music through AM/FM radio and
streaming services is more popular with 40% of remote workers listening every day and 35% listening at least once a week. The research comes from a Nielsen Remote Workers Survey fielded from June
18 through June 25 this year.
The U.S. podcast advertising marketplace is on pace to top $1 billion in the next year, according to the first-ever estimates released by eMarketer this morning. Despite the fact that some podcast ad
campaigns were poised during the first half due to the COVID-19 pandemic, eMarketer expects the market to "rebound" in the third and fourth quarters with total 2020 spending rising 10.4% to $782
million, and surging 44.9% next year to $1.1 billion Following 2020's hiccup, eMarketer projects U.S. podcast advertising will surge 44.9% to $1.1 billion in 2021.
A lack of commuters is balanced by home listeners -- but it's the established shows that are feeling the love, not new launches.
"NPR News Now" is the nation's No. 1 podcast, according to the first edition of the U.S. Podcasts Report, released today by Triton. The report, powered by Triton's Podcast Metrics measurement report,
ranks all U.S. podcasts based on the number of downloads. The report also lists the network distributing and the sales reps representing them for advertising sales and sponsorships.
In a sign of the maturation of podcasting as an advertising medium, IPG Mediabrands has signed up as a subscriber to Nielsen's Podcast Listener Buying Power service. The deal gives eight IPG agencies
-- Initiative, UM, ID Media, Cadreon, BPN, Orion, Magna and Healix -- access to the data for planning and buying purposes.
While podcasts are hot, understanding the important differences across listeners can make or break your podcast strategy.
In its latest ad trends report industry research service WARC has identified three broad trends in 2019.
Podcast advertising has been one of Policygenius' top customer acquisition channels over the past several years, helping it achieve "phenomenal growth."
Rajar figures show that the BBC Radio 2 breakfast show is still the most popular in the country but with just under 8m regular listeners, its audience has dropped by around a million year-on-year.
"The Guardian" points out that over the same period, the number of people who listen to podcasts has risen from 6m to 8.4m.