Chart of the week: Podcasts – advertisers’ new darling

While podcasts have increased their overall reach, the researchers also found that they are a pretty effective advertising medium, measured by lift in purchasing intent.

The most effective topical environment seems to be business, where purchasing intent scored an 14 percent increase, followed by news and politics with an 12.8 percent lift. And even in the more niche comedy genre advertising seems to have the potential to pay off. Any publisher who hasn’t yet got a podcast on site should seriously think about getting one up, it might prove lucrative.

 

Chart 26 Mar 2018 ()

 

Download the chart here.

Sources: Nielsen / Statista

More like this

Chart of the week: Playable ads poised for growth

Chart of the week: What are the risks to success for publishers in 2018?

Chart of the week: The potential of social media advertising

Media Voices podcast: Positive News’ Sean Dagan Wood on building membership around constructive journalism

Media Voices podcast: Twitter’s VP for EMEA Bruce Daisley on news, live video and transparency

Media Voices podcast: Scottish Wedding Directory’s Chris Phin on switching niches and ads vs reader revenues

Media Voices podcast: The Disconnect’s founders on experimentation and counter-intuitive bets

Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x