Podcasts: Who’s Listening and What it Means for Marketers
Podcasts have become more popular than ever among a diverse crowd of listeners, which allows marketers to capitalize on a new way to reach potential consumers.
What this means for marketers: Podcasts have become easily accessible for listeners to engage with a wide variety of topics, giving advertisers an opportunity to target even some of the most specific audiences. Not only that, but podcast listeners are of the most loyal supporters. It was found that podcast listeners tune in to an average of seven podcasts a week (Enberg:2018). US podcast ad spending will only increase as this form of entertainment and news grows increasingly more popular especially among the younger generations. For relevant campaigns, Harmelin will recommend targeting podcasts to reach a loyal and engaged audience.