Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers
Click here to download a PDF of the slides in the full report.
Click here to view a 9-minute video of the key findings.
In September 2015, the Interactive Advertising Bureau (IAB) held its first ever “Podcast Upfront Showcase.”
The objective was to provide “advertisers and media buyers with a preview of the latest in innovative podcast programming from some of the biggest names in the digital audio arena. The event aims to educate and raise awareness around the power of podcasts as a valuable platform to reach consumers.”
In advance of the first IAB Podcast Upfront in 2015, the Cumulus Media | Westwood One Audio Active Group® commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. For the last eleven years, the study has been reprised annually to track buy-side podcast advertising consideration and intention.
The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an eleven-year high.
Key takeaways:
- An eleven-year tracking study from Advertiser Perceptions reveals agency/advertiser podcast investment interest and usage has soared
- Nine out of ten marketers and media agencies say they have discussed podcast advertising for potential investment
- Podcast advertising consideration surges to an eleven-year high: 74% of brands and agencies say they are likely to consider advertising in podcasts
- Podcast spending intention jumps to 69%, an eleven-year record
- 78% of agencies and advertisers currently advertise in podcasts, a 5X increase since the first IAB podcast upfront in 2015
- “Arnie Semsky’s 5% solution”: It is time for brands to get serious and allocate 5% of digital budgets to podcasting
Agency/advertiser interest is significant at every stage of the podcast ad purchase funnel; Spending intention has grown 7X since 2015
In 2015, only 10% of brands and media agencies indicated they intended to advertise in podcasts in the next six months. Flash forward to June 2025: 69% of brands and agencies say they would definitely advertise in podcasts within six months, a 7X increase.
Currently,
- 91% of media agencies and brands have discussed podcast advertising for a potential media investment.
- 74% are considering advertising in the next six months.
- 69% say they definitely would advertise in the next six months.
- 78% say they are currently advertising in podcasts.
Nine out of ten marketers and media agencies say they have discussed podcast advertising for potential media investment
Advertisers and agencies were asked, “Have you and your colleagues discussed podcast advertising for potential media investment?”
Discussion about podcast advertising among brands and agencies grew steadily from 2015 to 2019. The pandemic caused a two-year dip in brand/marketer conversations about podcast investment. In 2022, those discussions roared back and have never looked back.
Podcast advertising consideration surges to an eleven-year high: 74% of brands and agencies say they are likely to consider advertising in podcasts
Advertisers and agencies were asked, “How likely are you to consider advertising in podcasts in the next six months?”
The growth in podcast spend consideration from 2024 to 2025 (65% to 74%) was the biggest increase since the post-pandemic surge (2022 to 2023).
Podcast spending intention jumps to 69%, a eleven-year record
Advertisers and agencies were asked, “How likely are you to actually advertise in podcasts in the coming six months?”
Seven out of ten brands and their media agencies say they are very likely “to actually advertise in podcasts in the coming six months.”
78% of agencies and advertisers currently advertise in podcasts, a massive uptick over the prior year (59%) and a 5X increase since the first IAB podcast upfront in 2015
Advertisers and agencies were asked, “Do you currently advertise in podcasts?”
The proportion of agencies and advertisers advertising in podcasts steadily grew from 2015 to 2019. The 2020 pandemic year represented a pause in spend trajectory.
By 2021, podcast advertising had resumed its growth. The 2024 to 2025 surge in brands and agencies advertising in podcasts (59% to 78%) is the largest increase in the history of podcast advertising.
Advertising Perceptions: Eleven years of podcast advertising discussion, consideration, spend intention, and usage
Here is one-page, eleven-year trend of marketer and media agency podcast advertising spend sentiment and usage:
Brands might feel they are in the podcast pool but they are just sticking their toe in the water
While a large number of advertisers say are using podcasting, podcast budgets are microscopic.
Magellan finds new podcast advertisers adhere to the “spray and pray” school of tiny spend. In Q1 2025, the 1,024 new advertisers to podcasts spent only an average of $42,100.
$42,100 only buys 2,100,000 impressions, nowhere near what’s needed to grow a brand and generate sales effect. Two million impressions are way below what’s needed to run an Upwave brand effect study, which requires at least 5 million impressions.
“Arnie Semsky’s 5% solution”: It is time for brands to get serious and allocate 5% of digital budgets to podcasting
Arnie Semsky, legendary BBDO media chief, created “the 5% solution.” He recommended brands devote 5% of media budgets to the emerging cable ad medium in order to generate meaningful impact.
While it is encouraging so marketers are using podcast advertising, the focus must now shift to meaningful investment.
At the dawn of cable network advertising, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to the nascent cable medium. Semsky reasoned 5% was enough of an allocation to generate meaningful impact.
Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today.
Key takeaways:
- An eleven-year tracking study from Advertiser Perceptions reveals agency/advertiser podcast investment interest and usage has soared
- Nine out of ten marketers and media agencies say they have discussed podcast advertising for potential investment
- Podcast advertising consideration surges to an eleven-year high: 74% of brands and agencies say they are likely to consider advertising in podcasts
- Podcast spending intention jumps to 69%, an eleven-year record
- 78% of agencies and advertisers currently advertise in podcasts, a 5X increase since the first IAB podcast upfront in 2015
- “Arnie Semsky’s 5% solution”: It is time for brands to get serious and allocate 5% of digital budgets to podcasting
Click here to download a PDF of the slides in the full report.
Click here to view a 9-minute video of the key findings.
Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®.
Contact the Insights team at CorpMarketing@westwoodone.com.