4 in 5 podcast listeners listen to podcasts with a narrow area of focus made for people with more specific interests (such as hobbies or niche topics)
Shows with smaller but devoted followings deliver real value for brands advertising within the long tail of podcast listening.
While they might not have the headline grabbing weekly listening figures, they generally have lower ad load, higher listen-through rates and more deeply engaged audiences. Investing in these shows through audience targeting creates a larger aggregate audience and more efficient campaign performance.
This way advertisers can benefit from the deep relationships and loyalty of these smaller shows, while still achieving that all important reach.
While they might not have the headline grabbing weekly listening figures, they generally have lower ad load, higher listen-through rates and more deeply engaged audiences. Investing in these shows through audience targeting creates a larger aggregate audience and more efficient campaign performance.
This way advertisers can benefit from the deep relationships and loyalty of these smaller shows, while still achieving that all important reach.
