"For podcasts that run under 15 minutes, an average of 21.8% of the play time is ads, according to an August 2025 report from Magellan AI. Some 22% of US podcast listeners made a purchase after hearing an ad, according to February 2025 data from Sounds Profitable and Signal Hill Insights. Almost 6 in 10 (59%) US podcast listeners are most likely to pay attention to ads that are casually mentioned during the show, per May 2025 data from the National Research Group."
"Advertisers can use this chart as justification to target short-form podcasts for high ad density and strong recall, especially for time-sensitive campaigns. It can inform balanced buys across episode lengths to match goals-shorter shows for quick impact, longer ones for storytelling and brand-building. Related EMARKETER reports: Methodology: Data is from the August 2025 Magellan AI "Q2 2025 Podcast Advertising Benchmark Report." A sample of 94,938 US-based podcast episodes was analyzed during April-June 2025."
Podcasts shorter than 15 minutes allocate an average of 21.8% of play time to advertisements. Twenty-two percent of US podcast listeners reported making a purchase after hearing an ad, and 59% are most likely to pay attention to ads casually mentioned during the show. Advertisers can target short-form podcasts for high ad density and strong recall, especially for time-sensitive campaigns, while using longer episodes for storytelling and brand-building. Magellan AI analyzed 94,938 US podcast episodes from April–June 2025, using software to detect ads and a model that estimates downloads, ad variety, and CPMs to calculate metrics.
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