Research: Podcasting Deserves Ad Buys on Early Cable TV Model

Edison, Westwood One say podcasting deserves the same 5% that succeeded for advertisers

1 min read
Research: Podcasting Deserves Ad Buys on Early Cable TV Model

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.

Share This Post

See more

Check out these related articles

OP3 Pushes Open-Source Analytics Platform

OP3 Pushes Open-Source Analytics Platform

1 min read
Canada to Tax Streaming Services

Canada to Tax Streaming Services

2 min read
State of Podcasting: Arabic Growth

State of Podcasting: Arabic Growth

2 min read