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Advertisers should be diverting TV dollars into podcasts as the reach now rivals that of television in key demographics, according to recommendations from Edison Research and Westwood One/Cumulus Media.
The coveted 18-34 demographic now spends an equal amount of time with podcasts and television, and the 18-34, 18-49 and 25-54 groups are seeing more than 60 precent monthly reach through podcasts, according to the 2024 Infinite Dial study.
National ad spend on podcasting sits at 1 percent, per industry reporting. That needs to increase to at least 5 percent, according to the takeaways section of the Infinite Dial report.
The 5 percent threshold refers to a 1980s-era advertising plan that paid huge dividends for adopters. Arguing that 5 percent of an advertising budget was the minimum commitment needed for an effective campaign, Arnie Semsky steered client ad campaigns into the brand new medium of cable TV.
It worked. It REALLY worked.
Podcasting has established the reach to justify such advertising commitments, especially for women-targeted brands, as growth explodes both broadly and within certain demographics, according to the report.
For you ad junkies who want a deeper dive into specific categories before pitching the boss on such a move, TechReport has a killer breakdown of more than 100 individual podcasting statistics to support arguments for advertising.
