In 2022, weekly podcast listening reached a new high of 192 million Americans listening every week. Podcasts are a new engaged audience that PR professionals can use to showcase their brand. Podcast advertising allows brands to pay for promotions within various podcast shows and episodes. 

According to recent data, podcast advertisements are the most recalled type of advertisement. 86% of respondents said they remember hearing an ad on a podcast, comparatively, only 80% and 79% remembered on social media and website advertisements respectively. Data has shown podcast advertising results in four times better brand recall compared to traditional display advertisements. This data is great news for advertisers, it shows that podcasts offer high exposure to an engaged audience. 

In addition to high levels of recall, podcast advertisements also have strong engagement. On average, 56% of listeners said they would recommend a brand to someone after hearing a podcast advertisement on their favorite show. 

Podcast advertisements allow more time and freedom to tell your brands story. Another benefit reveled from recent data is that only 12% of respondents said they always skip ads. In this same survey, 33% of respondents said they never skip ads. 

How to Best Advertise on Podcasts 

It is important to find a show with a similar demographic as your brands target demographic. As of January 2023, there are over three million podcasts, so it is imperative to find the right match. There are many different categories and types of podcasts, so you are able to target niche audiences. 

How to Measure Success 

Another benefit of podcast advertising is the ability to measure the success of a campaign and determine the ROI. Many advertisements will use promo codes and/or vanity URLS to track the engagements. Promo codes can help incentive purchases and first time purchases. Brands can offer unique promo codes during their podcast advertisement reads. This is a great way to track the data of the campaign and measure the sales. Vanity URLs offer another way to track engagement. 

The podcast industry is rapidly growing and it will become an important new medium to utilize.