Understanding podcast advertising: the need for more research

Haygood (2007) observed that podcasts were becoming a viable venue for advertising that was poised to grow. Indeed, recent years have seen a dramatic increase in the number of podcast listeners, with the number rising from 274.8 million in 2019 to 504.9 million in 2024 (Statista 2024), and advertising spending on podcasts has also increased substantially (Bezbaruah and Brahmbhatt 2023). Brooks, Bichard, and Craig (2022) note that as most podcasts are feel, convenient, portable, and entertaining, it I likely an outlet that will continue to grow.

In spite of the growth of podcasts as an advertising vehicle, little academic research has focused on this medium, and the time is ripe for more study of podcasts multiple fronts. Specifically, more research on factors associated with the effectiveness of podcast advertising, including the podcast host’s relationship with ad effectiveness. Moreover, research focusing on attention levels in podcasts along with placement and repetition would be useful. Finally, more research on regulatory aspects of podcast advertising and consumer desire for transparency is needed.

With regard to regulation, a recent report titled ‘Ad Labelling in Podcast. Qualitative Research Report,’ put out by the United Kingdom’s Advertising Standards Association (2024) in conjunction with Jigsaw Research Ltd. underscores the need for more research on consumer attitudes toward regulation of podcast advertising. At issue is whether podcast ads are obviously identifiable as ads. The ASA (2024) report found that podcast listeners typically have a warm, often trusting relationship with the host and that podcasts are still seen as an industry in its early stages, thereby increasing trust. As the podcast can be listened to in a comfortable environment, even when performing other tasks, it is often consumed in a pleasant environment. As a result of these factors, participants in the study recognized a possible ethics issue if an ad cannot be identified as such. Participants were receptive to a number of different types of ‘markers’ that podcasters can use to indicate when an ad is being delivered, including the words ‘paid advertisement,’ ‘sponsored by,’ or ‘partnered with.’ Further, participants felt that other markets such as music or a jingle, a distinct change in the host’s tone or ensuring a short length of ad would help clearly identify ads. More research on the specifics of viewer recognition of sponsored content in podcasts is needed as there are clearly contexts where viewers do recognize an ad, but others where it is more ambiguous.

Consistent with the idea that native advertising is not always correctly perceived as advertising, research focusing on the degree to which listeners can detect advertising in podcasts and what markers effectively increase identification would be useful. In this context, Yoon, Huang, and Kim (2022) explored the role of varying thematic content (irrelevant vs. relevant) and also examining thematic media content consistency (low vs. high). Such research would be useful in the podcast context, particularly with respect to consistency between the podcast content and ad. Moreover, tests of disclaimers and placement type would be worthwhile (Sun and Evans 2021).

As a growing advertising medium, another area of research harkens back to traditional media planning research, including factors related to attention levels, placement of an ad, length of the ad, podcast type, and repetition effects. As has been observed by Brinson and Lemon (2023), in some cases, the host becomes an influencer and viewers may feel a parasocial relationship. Thus, conceptual foundations from recent influencer marketing research (e.g. Hudders and Lou 2022; Xie and Feng 2022) are likely relevant in understanding podcast advertising effectiveness and the role of trust, credibility, and authenticity in this process (Brinson and Lemon 2023).

Most of all, it is clear that the advertising literature would benefit from more academic study of advertising and podcasts. As a growing and evolving medium, it has some similarities with traditional media such as radio and television, but important differences for which scientific research can add value.

Charles R. Taylor
Villanova University, Villanova, PA, USA
[email protected]

Disclosure statement

No potential conflict of interest was reported by the author(s).