WARC: Podcast share of all audio ad spend projected to 4.5% in 2020

In the podcast portion of the WARC Global Ad Trends April 2019 report, one projection has the share of all audio advertising spend rising to 4.5% in 2020, from 1.9% last year. The report combines research from PwC, Edison Research, and other sources with WARC original research.

A few key metrics from the report in the following bullet points:

WARC Global Ad Trends April 2019

Note the 33% global monthly listening to podcasts. The 53% share of l;listeners who use YouTube for podcasts is a striking finding, and we cannot locate further detail for that number.

Listening by country is an interesting study:

In this, as in other aspects of media consumption, Asia is a region to watch.

The WARC study unabashedly repeats IAB/PwC metrics from the 2018 Podcast Revenue Study delineating share of ad delivery types. so this isn’t new, but always a good memory-refresher and a different chart design. Pre-produced radio-style commercials are barely present in podcasting.


Brad Hill

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