Today in the Business of Podcasting

Ad Results Media (ARM) has completed a 14 month study of how podcast ads perform based on the number of ads in a commercial break. The analysis takes into account over $80 million in ad spend and compared performance among different buckets of ad counts in an ad break. Their findings show podcast ads performed best when there were only two ads in a break, scoring 12% better than breaks with 3 or 4 ads. While they found no significant difference between breaks with 3 and 4 ads, once breaks reached 5 ads performance dropped to 46% worse than breaks with 2 ads. [Source]

The new IAB study conducted with PwC is built from responses to an in-depth quantitative survey of leading podcast publishers, as well as discussions with experts. Key findings include the majority of podcast advertising is used for brand-building, making up 61% of total ad revenue (a 13% increase in the last two years). There’s still plenty of room for programmatic advertising to grow in podcasting, as even with it having grown to five times what it was in 2021, programmatic still only accounts for 11% of podcast revenue. [Source]

Yesterday Google presented a new study combining internal analysis of hundreds of YouTube trends with surveys run by research and consulting firm Ipsos in 14 countries. Key findings of interest to podcasting include the stat that 54% of respondents would rather watch a breakdown video of an event than the event itself, the kind of content podcasting excels at. 55% of respondents watch content that no one else they know watches, indicating the trend of hyper-personalized content is growing. Podcasting’s bread and butter is the ability for shows to be created specifically to appeal to niche audiences. [Source]

…as for the rest of the news: -AdExchanger shares what they overheard at the Prebid Summit, MarketingBrew shares what they overheard at Advertising Week, and Maria Novikova shares her top ten podcasts to stay abreast of news in adtech and marketing tech.

Before we go: loyal Download readers might remember a few weeks ago we covered the announcement of Good Tape, a new print industry magazine featuring journalism and cultural criticism of podcasting. The first issue is now available for order, and readers of The Download can get 10% off with promo code SP10.

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