Edison Research's latest insights highlight that by advertising on just the 32 largest podcast shows, brands can access roughly 50 million weekly listeners—half of the total audience. This strategic information underlines the effectiveness of focusing on high-reach shows, despite the higher costs associated. To connect with the remaining 50% of listeners, advertisers would need to spread their budgets across thousands of other podcasts, emphasizing the challenge of efficient ad spending. This data is derived from Edison's renowned Infinite Dial study, bolstering their collaboration with Nielsen's Media Impact project.
"Buying ads on only the 32 biggest shows would yield a combined reach totaling half of all weekly podcast listeners, or 50 million people."
"Advertising in these podcasts can be expensive, but they are a powerful tool in reaching an attractive consumer pool."
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