⏭️ Listeners do skip podcast ads, but it’s much better than you think 👌

A new study reveals that 46% of podcast listeners skip ads, but there's hope - by understanding listener behavior and preferences, advertisers can reduce ad-skipping behavior and increase engagement.

• 28% of listeners listen to all ads on podcasts, the highest percentage among all media channels.

• Lack of interest/relevance (37%) and familiarity with the advertised product/service (28%) are the top reasons for skipping ads.

• Most listeners (56-59%) feel the number of ad breaks in their favorite podcast is just right, and expect to hear 2-3 ads per episode.

• Ad repetition decreases interest in the advertised product/service for 26% of listeners and decreases attention to the podcast for 23%.

Commentary:

This study highlights the importance of understanding listener behavior and preferences in podcast advertising. By taking steps to improve ad creative, respect listener expectations, and limit ad repetition, advertisers can increase engagement and reduce ad-skipping. The findings also underscore the need for more research due to the deviation of podcasts from other media streams to be far more listener engaged– likely due to the more personal ads that are on podcasts from the hosts doing the ad reads. Something that podcasts should lean more into, to increase the listener’s engagement and tolerance of ads

Things to Look Into:

Explore the full study to learn more about listener perceptions of podcast advertising, and how to optimize your ad strategy for maximum impact. Consider experimenting with different ad formats, such as dynamic ad insertion, to improve listener engagement.

Podcast Radio, by AudioTuner

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