"Podcast advertisers are shifting toward brand awareness campaigns, which grew from 52% to 56% of total US podcast ad spending between Q3 2024 and Q3 2025, according to a November 2025 report from Magellan AI. Meanwhile, direct response campaigns dropped 4 percentage points to 41%. Beyond the chart: The shift reflects confidence in podcasts as a conversion channel. Some 44% of listeners purchased a product after hearing a podcast ad or sponsorship in Q1 2025, up from 34% in Q1 2020, according to Edison Research."
"Meanwhile, overall podcast ad spending jumped 26% YoY in Q3, according to a November 2025 report from Magellan AI. Use this chart: Drop this in your next media mix review when you need to defend podcast buys that don't include promo codes or attribution links. Show your team that 56% of industry spending is going to brand awareness, so tracking direct response isn't the only valid measurement framework."
Podcast advertisers shifted toward brand awareness campaigns, which increased from 52% to 56% of total US podcast ad spending between Q3 2024 and Q3 2025. Direct response campaigns declined by four percentage points to 41%. Overall podcast ad spending grew 26% year over year in Q3 2025. Listener conversion also increased: 44% of listeners purchased a product after hearing a podcast ad or sponsorship in Q1 2025, up from 34% in Q1 2020. Marketers should consider brand metrics when evaluating podcast performance because a majority of industry spending now targets awareness rather than immediate direct-response tracking.
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