Podcast Advertising

Do People Still Listen to Podcasts?


Research shows that the amount of time people spent listening to podcasts has doubled in the last four years (Edison Research). From comedy to mysteries to sports and relationships, podcasts give listeners access to fresh content focused on the subjects that interest them most.

Typically, your podcast advertisement is integrated into the program and voiced by the host, co-host or producer of the podcast. So, your brand gets instant credibility and trust among the listeners. You can buy pre-produced spots at a lower rate, but you will lose the endorsement effect that has made podcasts a valuable and powerful source of new leads, customers, and sales.

Podcast Advertising Must Be Convenient to the Consumer


One of the most important aspects of podcast advertising is how convenient it is for listeners to consume the media. Once they subscribe, the fresh podcast is available automatically on their smartphone and they notified that new content is available. Since the talent of the program is reading your ads, there are no upfront production costs.

Here are some interesting podcasts facts to consider:

  • Podcast audience has grown to 73 million listeners a month. (Edison Research)
  • 81% of podcast listeners say they pay attention to podcast ads.
  • 60% of listeners have purchased something promoted in a podcast.
  • 93% of podcast listeners are active on Social Media.
  • Podcast host endorsements bring instant credibility to your brand.
  • Podcast audiences are extremely loyal. They handpick the podcasts they want to consume.

Podcast Programs and Costs


DX Media Direct can help connect you to the right podcast audience. Here are some examples of rates and download statistics. There are literally hundreds of programs available.

Program Topic# Of DownloadsMid-Roll Rate
60 Seconds
Host Endorsed
NBA Basketball79,000$1,100
National News78,000$1,100
Business News8,000$100
Conservative Talk250,000$2,205
Rock & Roll Music7,000$90
WWE Wrestling120,000$1,500
Celebrity Talk400,000$4,500
Crime & Mystery65,000$825
Financial Talk8,000$250
Comedy100,000$2,200
Conservative Host650000$10,500
Political Talk150000$2400
Wrestling Talk17500$350
Celebrity Interviews75000$1,050
Economic & Current Events20000$275
Comedy & Shock Jock30000$385
Serial Killer Crime65000$750
Web Technology show20000$700
Photography7000$250
Psychology & Philosophy200000$6,500
Work Life15000$550
Car Talk13000$450
News Anchor Podcast140000$1,400
Hot Button Issues550000$7,350
Unsolved Mysteries15000$250
College Basketball6200$95
Football Sports Talk8200$125

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