A 2023 joint study from Audacy and independent research consultancy Alter Agents finds that many advertisers’ fears about brand safety in podcast advertising may be overstated, with consumers largely receptive to branded messages across a wide range of genres and content types.
The research, which assessed both industry sentiment and listener perceptions, suggests that podcasts offer a reliably safe environment for brands — especially when ads are contextually relevant and authentic.
What the “Brands Are Safer Than They Think” Study Found
Released in late 2023, the report points to several encouraging trends for marketers considering podcast advertising:
- High consumer acceptance: Eight in ten podcast listeners say they find brand messages suitable as long as the ads align with the content context.
- Strong engagement: Around 80% of listeners report that they actually listen to ads during podcasts — often as they enjoy the rest of the episode.
- Genre-agnostic receptivity: Concerns that certain categories (like true crime or news) might be unsafe for advertising were not supported by listener feedback; engagement and ad fit remained consistent across genres.
Crucially, consumers indicated that authenticity — particularly when ads are host-read or closely aligned with the show’s tone — matters more than avoiding specific topics altogether. Even controversial content is acceptable to many listeners, provided it doesn’t cross into areas such as racist or defamatory speech.
Why This Matters for Advertisers
Historically, some brands have hesitated to invest in podcast advertising because of the medium’s free-form, host-driven nature — fearing that unpredictable content could reflect poorly on their image. However, the new data suggests these perceptions may be rooted more in myth than reality. Audacy’s research points out that the technical and qualitative improvements in advertising standards and suitability safeguards across the industry have helped mitigate perceived risks.
Audacy executives underline that this shift in perception has practical implications. If some advertisers remain overly cautious, they could be missing opportunities to connect with highly engaged audiences who are more receptive than expected — particularly when ads feel native to the listening experience.
Study Methodology and Scope
The research combined insights from interviews with podcast industry leaders and a broad listener survey. The listener component included 6,000 frequent podcast consumers, selected to represent a diverse cross-section of age, gender, and ethnicity, and collected via an online panel during the summer of 2023.
Looking Ahead for Podcast Advertising
As the podcast medium continues to grow — both in audience size and advertising revenue — studies like this help clarify where opportunities and risks truly lie. For marketers, the findings suggest that prioritizing contextual fit, creative quality, and host authenticity may be just as important as selecting specific genres or avoiding controversial topics.
With data showing that listeners are attentive, receptive, and often forgiving when ad quality is high, podcast advertising may offer more brand-safe promise than some advertisers have previously assumed.
As the industry evolves, continued research into listener behavior and advertising outcomes will be key to aligning expectations with real-world performance, helping brands feel confident when investing in podcasts at scale.
More about podcast marketing:
Staff Report
Staff Report
Staff Report
