Edison Research released findings that highlight which shows advertisers would need to market on to reach a certain amount of the overall audience. The top 10 podcasts combine to reach 35% of all weekly podcast listeners, showing that it pays to advertise in popular shows. This reach covers listeners in the U.S. ages 13 and up. - If you advertise with the top 25 shows, you're more likely to reach nearly half of all weekly podcast listeners.
- If you advertise with the top 100 shows, you'll reach 60% of listeners.
- However, even if you advertise with all of the top 1,000 podcasts, there are still 19% of listeners you would not reach.
- The more shows that advertisers buy, the more reach they'll have. But it also does depend on which kind of ad you choose, as seen in the Gen Z podcast report released by SXM Media and Edison Research.
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