| Acast released a research study that looked at podcast advertising effectiveness in the U.S. and found that the investment in advertising is paying off for many marketers. The study shows that 67% of marketers see a $2-$6 return on every dollar spent on podcasting. - 20% of advertisers claim a higher than $6 return on marketing.
- 68% of marketers said they had higher budgets for their second podcast advertisement campaigns.
- 51%
said that investing in larger podcasts delivers the best return, but
90% of listeners of small-size shows were more receptive to ads.
- 19% of listeners of small-size shows said ads were very influential to them.
- "When
specifically measuring return on ad spend, a high performance in the
Business category isn't really surprising because we know those
audiences tend to be more affluent," said Gabriella Gregoris, Group
Business Director of National Performance at Acast.
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