CUMULUS MEDIA | Westwood One partnered with Magellan AI, the definitive source of podcast advertising analytics, to analyze podcast advertising occurrence data from the top 400 podcasts in the U.S. through Q2 2020.
Key takeaways:
- Podcast advertising is pandemic proof: After a brief April dip, ad volumes and advertisers have surged back and now exceed pre-pandemic levels.
- Brand advertising shows strong growth in podcasts: Major brand advertisers are tripling down on their ad commitments.
- The ratio of podcasts ads to program content is exceptionally low: Only 5% of podcast program content is devoted to ads, a quarter of the network TV ad load.
- Advertisers are embracing an “all audio” approach as more brands use both podcasting and network radio: A Q2 2020 comparison between Magellan AI’s top 200 advertisers and Media Monitors’ top 200 reveals 25 brands in common.
Magellan AI finds the number of quarterly podcast ads from the top ten brand advertisers has tripled over the past year. Geico grew from 107 ads in Q2 2019, to 259 ads in Q2 2020. On average, the top ten brands ran 153 podcast ads in Q2 2020, up from 59 podcast ads in Q2 2019.
Find the report here for more information.
This Blog Post is Brought to You by G Suite
G Suite is a cloud-based productivity suite that helps teams communicate, collaborate and get things done from anywhere and on any device. It’s simple to set up, use and manage, so your business can focus on what really matters. Look professional and communicate with business email for your domain, i.e you@yourcompany.com. Gmail’s simple features help you build your brand while getting more done. Check emails, share files, edit documents, hold video meetings and more, whether you’re at work, at home or on the move. Plus robust admin settings give you total command over users, devices, security and more. Sign up using my affiliate link https://refergsuite.app.goo.gl/GQ2t and get a free 14-day trial. Then email me [jim at jim person dot com\ to get an exclusive discount for 20% off your first year of G Suite for your business.
