BY Kathy Crosett
Are your accounts investing enough in podcast advertising campaigns? The total U.S. ad spending on this format will amount to over $3B this year. And, as AudienceSCAN from AdMall reports, the format attracts listeners that your accounts want to reach.
What’s trending in podcasting and advertising?
Magellan AI’s Podcast Measurement Benchmark Report for the first half of 2026 reveals the industry’s latest trends. Podcasts are a relatively new format, and podcasts with video are even newer. Consumers are taking notice. YouGov reports that 53% of podcast fans prefer video podcasts when they are doing chores, and 42% say the same for when they are eating. However, 47% of higher income consumers prefer audio-only podcasts.
Marketers have options when it comes to ads in terms of who is reading ads. They’d be wise to consider host-read ads because the response rate increases from 2.09% for produced ads to 3.22% for host-read ads. And host-read ads in the video format could be even more impactful.
What can marketers expect for podcast ad response rates?
Consumers have favorite types of podcasts. But their favorites, such as news/current affairs, true crime and entertainment/pop culture, aren’t the ones that deliver the best conversions to advertisers, reports YouGov.
Magellan AI findings reveal that some of the highest response rates come from ads running in these genres: comedy, society/culture and TV/film. As you help your accounts plan their podcast advertising campaigns, share these details with them.
And business verticals such as men’s apparel, hobbies/lifestyle products and DTC companies report higher than average ad response rate.
Over a 30-day period, 2.23% of podcast listeners responded to an ad by visiting the advertiser’s website.
When video is added to a podcast, the response rate increases from 1.88% to 2.05%.
What are the conversion rates for podcast ads?
While response rates are good to know, conversion rates matter more. But there are different types of conversions, and the Magellan AI study offers some great insights.
For example, lead conversions include actions like sign-ups, inquiries or registrations. Around 4.65% of podcast listeners, globally, take actions that count as lead conversions. Note that lead conversions are measured by calculating the number of people who took action as the percentage of website visitors.
Purchase conversions are a bit lower, at 3.98%. For purchase conversions, the highest rates happen for the men’s apparel, businesses services/software and hobby lifestyle verticals. Marketers can increase purchase conversions by advertising in the right genres: comedy, education or technology.
And sellers of ad space on local podcasts might want to pitch a podcast sponsorship to a local business. According to AudienceSCAN, 25% of True Crime Podcast/Radio listeners say local media helps them learn about local festivals and activities.
How do conversion rates vary by types of listener?
Podcast producers are always promoting themselves to attract new listeners. Marketers should know there’s a difference between conversion rates and genres when it comes to the type of content that attracts new listeners.
Highest rates of conversions for new listeners happen on business shows (7.43%) and education shows (4.44%).
Advertising on a popular podcast, top 500, generates a better lead conversion rate, 38% higher, when compared to lower ranked shows. The conversion rates were 4.96% and 3.6% respectively.
What are consumer attitudes about podcast ads?
Only 25% of consumers surveyed by YouGov call them annoying. That’s a nice number when compared to the 50% of consumers who say online display ads, think pop-ups, are annoying.
YouGov research indicates that 52% of listeners “tune-out” when a podcast ad comes on.
However, trust levels in podcast ads are about the same as for radio ads. For example, around 38% don’t trust podcast ads. By comparison, 63% of consumers don’t trust social media ads. These are important details to point out when selling media space.
Podcast ads attract hard-to-reach audiences
AudienceSCAN reports that 10% of U.S. adults are heavy podcast listeners, taking in more than three hours a day of their favorite programming. Around 17% of this audience is solidly Gen Z or ages 18 to 24. As a new Audacy report points out, Gen Zers spend more time with podcasts than on TikTok these days.
The Gen Z consumer base can be challenging to reach with traditional advertising, but good podcast advertising campaigns can help. Around 15% of Heavy Podcast Listeners say friends seek their advice about products and brands. If your account’s podcast ad converts a new customer, they may encourage other people to try the product or service as well.
Closing thoughts
Podcast advertising campaigns are a growing trend. Your accounts can reach unique audiences by investing in this format.
Image by CottonBro Studios on Pexels.
