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Podcast Advertising
iPod sales are seemingly unstoppable and downloadable serialized short content format is increasingly available. But, despite an incessant buzz about the medium, regular podcast users are still hard to find. As such, podcasting remains a niche-marketing channel. The question is: Will the situation change?
The Podcast Advertising report looks beyond the buzz to provide a realistic assessment of the opportunities – and pitfalls – in this still new and, in many ways, unknown channel.
Podcast distribution and viewing mechanisms are proliferating, but even the most widely consumed podcasts typically have under 50,000 downloaders – and most have far fewer.
Although the idea of a developing a deep brand relationship with well-targeted consumers makes podcast advertising appealing, the bottom line is that podcast ads are still a niche proposition.
Nevertheless, eMarketer forecasts that spending on podcast advertising will grow nearly tenfold in the next five years.
Key questions the "Podcast Advertising" report answers:
- How much will be spent on podcast advertising?
- What demographic characteristics do podcast listeners and viewers have in common?
- What are the most effective ways to advertise to podcast listeners and viewers?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Podcast Advertising report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer projections and analysis to provide the information you need to make the right business decisions.
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iPod sales are seemingly unstoppable and downloadable serialized short content format is increasingly available. But, despite an incessant buzz about the medium, regular podcast users are still hard to find. As such, podcasting remains a niche-marketing channel. The question is: Will the situation change?
Executive Summary
 US Podcast Audience, 2006, 2008 & 2011 (millions)
US Podcast Advertising Spending*, 2006, 2008 & 2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Podcast Advertising
Podvertising Spend Projections
US Podcast Advertising Spending*, 2006, 2008 & 2011 (millions)
US Podcast Advertising Spending, 2005 & 2010 (millions)
US Adult Internet Users Who Have Downloaded a Podcast to Listen to or View at a Later Time, February-April 2006 & August 2006 (% of respondents)
US Households that Use Podcasts, 2006 & 2010 (millions)
Awareness and Use of Podcasting by US Consumers, January-February 2006 (% of respondents)
Audio and Video Podcast Audience in the US, 2006 (millions and % of online population)
Emerging Communication Tools Used by US Internet Users*, September 2006 (% of respondents)
Impression that US Internet Users Have of the Companies that Sponsor Advertising on Select Emerging Communication Tools, September 2006 (% of respondents)
US Internet Users Who Have Downloaded or Streamed a Podcast/Netcast, November 2006 (% of respondents)
US Internet Users Who Have Listened to a Podcast in the Past 30 Days, May-November 2006 (% of respondents)
US Weekly Digital Media Users, by Format, 2005-2020 (millions)
Weekly and Overall Podcast Listeners in the US, 2004-2010 (millions)
Time Spent Listening to Select Media among US Consumers, Q2 2005-Q3 2006 (hours:minutes)
Types of Podcast Listening and Viewing Devices Used by the US Podcast Audience, 2006 (% of respondents)
Audience Demographics
US Podcast Audience, 2006, 2008 & 2011 (millions)
Demographic Profile of US Internet Users Who Use Select Emerging Communication Tools, September 2006 (% of respondents)
Demographic Profile of US Adult Internet Users Who Download Podcasts, February-April 2006 & August 2006
Composition Index* of Audio and Video Podcasters in the US, by Age, 2006
US Internet Users Who Have Listened to a Podcast in the Past 30 Days, by Age, May-November 2006 (% of respondents)
US Adults Who Receive News via Mobile Phone, PDA or Podcast, April-May 2006 (% of respondents)
Select Technologies that US Adults Use to Get News, by Age, April-May 2006 (% of respondents)
US Radio Listeners Who Have Listened to a Podcast in the Past 30 Days, by Age, July 2005-June 2006 (% of respondents in each group)
Podcasts Downloaded by US Radio Listeners in the Past 30 Days, by Age, June 2006 (% of respondents in each group)
US Internet Users Who Have Downloaded 10+ Podcasts in the Past 30 Days, by Age, August 2005, July & August 2006 (% of respondents)
Number of Podcasts that US Internet Users Have Downloaded in the Past 30 Days, by Age, August 2006 (% of respondents)
Podcast Use by US Radio* Listeners Who Own iPods and MP3 Players, February 2006 (% of respondents)
Demographic Profile of TraderInterviews.com Podcast Listeners, June 2006 (% of respondents)
Online Shopping and Buying by the US Podcast Audience, 2006 (% of respondents)
Podcast Types
Types of Podcasts that US Podcast Users Have Listened to, September 2006 (% of respondents)
US Online Leisure Travelers Who Use New Travel Applications, March 2006 (% of respondents)
Frequency of Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Reasons that B2B IT Buyers Worldwide Listen to Podcasts, June 2006 (% of respondents)
B2B IT Buyers Worldwide Who Believe that Business and Technology Topics Currently Delivered As White Papers Would Be More Interesting If Delivered As Podcasts, June 2006 (% of respondents)
Influence of Podcast Content on IT Purchase Decisions of B2B IT Buyers Worldwide, June 2006 (% of respondents)
Device Used to Listen to Podcasts according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Barriers to Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Potential and Pitfalls
Click-Through Rates (CTR) of Links Used in Podcast Ads, by Ad Type and Location of URL, June 2006
Attitudes of US Internet Users toward the Quality of Advertising on Select Emerging Communication Tools, September 2006 (% of respondents)
US Internet Users Who Recall Seeing Advertising When Using Select Emerging Communication Tools, September 2006 (% of respondents)
Related Information and Links
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iPod sales are seemingly unstoppable and downloadable serialized short content format is increasingly available. But, despite an incessant buzz about the medium, regular podcast users are still hard to find. As such, podcasting remains a niche-marketing channel. The question is: Will the situation change?
Arbitron
Bluestreak, Inc.
Bridge Ratings
Edison Research
eMarketer
Forrester Research
Jacobs Media
KnowledgeStorm
Nielsen//NetRatings
Pew Internet & American Life Project
Pew Research Center for the People and the Press
Podtrac
PQ Media, LLC
ROI Research
TNC New Media, Inc.
Travel Industry Association of America (TIA)
Universal McCann
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