Audio and Podcast Marketing Industry KPIs and Benchmarks .
EMARKETER projects that US podcast ad spending will reach $3.76 billion by 2027, accounting for 44.2% of digital audio services ad spending, while representing approximately1.4% of digital display ad spending.
The expansion of the podcast ad market holds significant importance for both brand and direct-response marketers. Podcasts allow marketers to connect with niche audiences, offering highly targeted demographic outreach. Host-read ads, in particular, provide a personal touch, leveraging the trust between hosts and their listeners. Measurable results, including clickthrough rates and promo code usage, make podcast advertising attractive to direct-response marketers. The format’s long-form content enables marketers to convey in-depth messages and stories. As the podcast market grows, increased popularity and high listener engagement make it an effective platform for building brand loyalty and expanding outreach.
Why These KPIs Matter
The podcast ad market is invaluable for both brand and direct-response marketers. It enables precise targeting, authentic engagement, and measurable results, and it fosters brand loyalty in a rapidly expanding and popular medium.
List of Available Audio and Podcast Marketing KPIs
| Metric | KPI Source | Data Slices | Geography | Cadence |
|---|---|---|---|---|
| Attention Metric (AU) | Adelaide | By Channel and Platform | Worldwide | Quarterly |
| Average Monthly Podcast Ad Spend Growth | Magellan AI | By Campaign Objective | US | Quarterly |
| Average Podcast Ad Length | Magellan AI | Overall | US | Quarterly |
| Average Podcast Ad Load | Magellan AI | By Episode Length, By Genre | US | Quarterly |
| Average Podcast Ad Spend Per New Brand Advertiser | Magellan AI | Overall | US | Quarterly |
| Average Podcast and Simulcast Advertiser Renewal Rate | Magellan AI | By Campaign Objective | US | Quarterly |
| Display Ad Impressions | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Display Ad Spend | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Display Ad CPM | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Mobile Ad Impressions | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Mobile Ad Spend | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Mobile Ad CPM | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Social Ad Impressions | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Social Ad Spend | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Social Ad CPM | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Video Ad Impressions | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Video Ad Spend | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| Video Ad CPM | BIScience | By Industry and Country | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam | Quarterly |
| New Podcast Brand Advertisers | Magellan AI | By Genre, By Industry, Overall | US | Quarterly |
| Podcast Ad Spend | Magellan AI | By Industry, By Show Rank | US | Quarterly |
| Podcast Ad Spend Growth | Magellan AI | Overall | US | Quarterly |
| Share of Average Monthly Podcast Ad Spend | Magellan AI | By Campaign Objective | US | Quarterly |
| Share of Podcast Ad | Magellan AI | By Ad Length, By Ad Position | US | Quarterly |
| Share of Podcast Ad Spend | Magellan AI | By Show Rank | US | Quarterly |
| Share of Podcast and Simulcast Ad Airtime | Magellan AI | Overall | US | Quarterly |
| Share of Podcast and Simulcast Brand Advertisers | Magellan AI | By Campaign Objective | US | Quarterly |
| Share of Podcast and Simulcast Host Read Ads | Magellan AI | Overall | US | Quarterly |
| Share of Podcast Episodes | Magellan AI | By Advertiser Count | US | Quarterly |
| Single Advertiser Podcast Ad Count | Magellan AI | Overall | US | Quarterly |
| Programmatic Ad Cost per Impression (CPM) | EMARKETER | By Channel (audio) | US | Quarterly |
| Programmatic Ad Cost Per Impression (CPM) Growth | EMARKETER | By Channel (audio) | US | Quarterly |
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