The Podcast Advertising Benchmark Report for Q2 2025 reveals rising spending and advertisers in podcast advertising, particularly in financial services. Other key insights include a slight increase in ad load, consistency among top advertisers, and a significant rise in podcast marketing from the shaving industry. The report highlights that produced ads are experiencing growth despite host-read ads dominating roughly half of the quarterly spending. The study analyzes data from approximately 94,938 podcast episodes to derive these findings, showcasing a vigorous appetite for podcast engagement, particularly within sports content.
Podcast advertising spending and the number of advertisers are on the rise, with sports podcasts seeing a healthy appetite from advertisers and the shaving industry adopting podcast marketing vigorously.
Financial services is the leading industry in podcast advertising, placing spots in 671 podcasts at a cost of approximately 104 million dollars, with host-read ads still dominating spend.
Over the last five quarters, produced ads have seen a significant gain in podcast advertising, contrasting with the traditionally strong presence of host-read ads.
The report indicates that while eight of the top ten advertisers from the previous report remain unchanged, there is a growing trend of dynamic insertions in podcasts.
Collection
[
|
...
]