The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

Big audience: 26% of Americans listen to podcasts on a monthly basis.

Flashback: IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)

More #1: Nielsen survey of 7,000 podcast listeners shows ads are effective, drive purchase intent lift

Key numbers from Nielsen study:
1) 57% of podcast ads outperform video ads with intent to purchase
2) 70% of survey respondents said that podcast ads increased brand awareness

More #2: iHeartMedia Develops Digital-Like Analytics Suite For Broadcast Radio