It found that although consideration of podcast advertising flattened after several years of growth, discussions about the subject has continued to increase. Forty-two percent of respondents said they would definitely consider advertising in podcasts in the next six months, compared with 43% in the May 2018 survey. However, 75% of respondents said they have discussed podcast advertising as a possible investment, marking a rise from 70% in May 2018 and leaping up from 41% in September 2015.
Active podcast advertising has also seen steady growth in each year of the study. The May 2019 result found that 39% are currently advertising in podcasts. That total has grown 2.5 times greater from the inaugural September 2015 result of just 15%.
“The audio industry continues to innovate in response to consumer needs, habits and preferences,” said Frank Papsadore, EVP of marketing for Advertiser Perceptions. “Podcast growth is a clear-cut example. Add to their wide range of topics, new media superstars, and provocative, unedited content – the unprecedented growth of new listening platforms like smart speakers – and it’s clear that an entertainment revolution is well underway.”