More marketers are pushing ad dollars into the podcast space. That is a key takeaway from new MediaRadar data which shows a 21% increase in podcast advertising between 2020 and 2021. Last year, podcast ad dollars hit $590 million with big brands like Teladoc Health\/BetterHelp, Capital One, and Berkshire Hathaway leading the way.<\/p>\n\n\n\n
The uptick in advertising dollars is the result of an uptick in consumers\u2019 listening habits. Before the pandemic podcasts were quite nichey and appealed to a smaller base of listeners. However, since the pandemic lock downs, more people have looked to podcasts for entertainment and news gathering. According to MediaRadar\u2019s research about one-third of American adults are now regularly listening to podcasts. That is a listener base of just over 100 million people. <\/p>\n\n\n\n
\u201cPodcast listening has exploded over the last two years,\u201d said Todd Krizelman, CEO & Co-Founder, MediaRadar<\/a>. \u201cBecause of the pandemic, more people have discovered podcasts, providing advertisers with loyal, niche audiences they can connect with. This is a valuable medium for marketers and publishers and we expect growth to continue.\u201d<\/p>\n\n\n\n About 18% of podcast advertisers are from the tech industry while 15% are media based and about 13% are from the finance world. However, all of the major ad silos are represented. And, while the overall increase in podcast advertising was strong at 21% YoY, quarter to quarter increases were also quite impressive. <\/p>\n\n\n\n Learn how to use podcasts as an advertising tool. <\/a><\/p>\n\n\n\n Between Q2 of 2020 and Q2 of 2021 there was a 46% increase in podcast advertising, and in Q3 a 31% YoY increase. The most popular type of podcast ads are mid-roll, accounting for just over half of ads. About 18% of mid-roll ads were 30 seconds, 16% were 60 seconds, and 15% were more than 60 seconds in length.<\/p>\n\n\n\n According to new data out from eMarketer, iHeartradio is the most popular podcast publisher. They hold a 30% share of unique audience; NPR follows with a 20.5% share<\/a>, and Wondery ranks third with an 11.7% share. <\/p>\n\n\n\n46% Increase In Ad Dollars<\/h2>\n\n\n\n
Most Popular Podcast Producers<\/h2>\n\n\n\n