Acast reveals global podcast study findings

Independent podcast company Acast has today unveiled the results of a recent study of marketers based in the USA, Canada, Australia, the UK and Singapore.

Conducted between September and October this year, the research found that globally, marketers are ten times more likely to predict an increase rather than a decrease in podcast ad spend over the next five years.

In Australia, Canada, and the USA, more than half of marketers anticipate increasing podcast ad spend in the next five years.

Moreover, marketers within each of the five tested markets who have invested in podcast advertising before displayed notably higher confidence in its growth prospects, with 62% of global marketers projecting increased ad spend in the coming years.

Greg Glenday, Chief Business Officer at Acast, says “This research shows that marketers around the world also recognise the immense value of podcast audiences.”

When comparing podcasts to streaming music and radio, marketers from each of the five tested regions consistently ranked podcasts as the top performer for accurate targeting and unduplicated reach as well as for connecting with both mentally engaged and affluent audiences.

However, these marketers ranked the medium second for brand safety.

The research also highlights the untapped potential of the space, with only 16% of marketers expressing concerns about excessive advertising on podcasts.

“This research demonstrates the incredible opportunity that podcasting creates for advertisers to connect with highly engaged and high earning consumers,” says Tommy Walters, Director of Research and Insights at Acast.

 

For Brand Safety, radio is considered the safest audio medium, followed by podcasting then streaming music in third place. Podcasts are considered number one for accurate ad targeting.

 

View the full study here.

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