“Podcast advertising holds great potential as it enables brands to reach a highly-engaged, young and affluent audience via a medium they have an affinity with,” said McDonald. The global podcast advertising market could reach $ $885m by this year , according to market intelligence firm Warc . This would represent 33% of worldwide audio advertising investment, compared to the $885m forecast to be spent under 34 . With 63.1% of podcast listeners aged under 34 , and 33% degree-educated, according to GlobalWebIndex, podcasts are increasingly seen as an excellent medium for advertisers to reach a young, affluent, engaged audience. Figures also suggest that 78% of listeners understand the need for sponsorship to support the content they enjoy, and research from Nielsen found 33% of listeners correctly recall the adverts they hear.
The global podcast advertising market could reach $ $885m by this year , according to market intelligence firm Warc . This would represent 33% of worldwide audio advertising investment, compared to the $885m forecast to be spent under 34 . With 63.1% of podcast listeners aged under 34 , and 33% degree-educated, according to GlobalWebIndex, podcasts are increasingly seen as an excellent medium for advertisers to reach a young, affluent, engaged audience. Figures also suggest that 78% of listeners understand the need for sponsorship to support the content they enjoy, and research from Nielsen found 33% of listeners correctly recall the adverts they hear.