“There has been massive growth in the use of podcasts as an advertising tool,” finds survey

Attitudes about podcast advertising have changed significantly since 2015 finds a survey of marketers and media agencies.

According to Inside Radio, the most recent study in the series, conducted by Advertiser Perceptions in June among more than 300 advertisers, “found that at every stage of the funnel — whether discussion, consideration, or likelihood of podcast advertising, or current advertising in podcasts — interest and activity has hit an 11-year high.”

“There has been massive growth in the use of podcasts as an advertising tool,” Liz Mayer, Senior Insights Manager for Cumulus Media/Westwood One Audio Active Group, which commissioned the annual studies.

According to an analysis of the data in Westwood One’s blog, over the past 10 years discussion of podcast advertising for potential media investment has more than doubled — from 41% in 2015’s study to 91% in 2025 — while likelihood to consider podcast advertising in the next six months quadrupled from 18% to 74%, with likelihood of advertising in podcasts in the coming six months up from just 10% to 69%, and current advertising in podcasts from 15% to 78%.