In the newly released Podscribe Performance Benchmarks report, the podcast advertising analytics company introduces a new podcast advertising research metric: The Reach Curve.
The Reach Curve is brought to light halfway through the company’s statistic-stuffed public release, which covers measurements taken in Q2. The idea is to quantify how much podcast advertising (measured in audience impressions) is required to reach 75% of all podcast listeners. The answer, illustrated below, is ~500 million impressions.
While the Reach Curve is a highlight, this 53-page benchmark report is rich with more research explorations and comparisons. We learn about:
Podcasting’s superiority when it comes to incremental impact — in other words, podcast ads deliver leveraged impact compared to streaming, because streaming audiences are found more easily across different channels.
That impact benefits that favor smaller brands over larger brands.
Podscribe teases its proprietary Lag Report, which measures how quickly audiences take action. This fascinating metrics is captured in a graphic:
Three sets of benchmarks close out this edition of Podscribe’s PPB for Q2:
- Highest visitation rates (by show genre)
- Purchase Rates (by show genre)
- Per dollar efficiency (by show genre)
Do not imagine that this review is comprehensive; as always we are touching on selected high points. Download the report, if only for the Podscribe methodology, a glossary, and important calculations that show how to arrive at important benchmark results for any advertiser. Get it HERE.
