What is new in the podcasting industry in the past month?

***

The podcasting industry has seen some notable developments in the past month:

 

- **Spotify Layoffs:** Spotify laid off 15 employees in its podcast division, affecting The Ringer and Spotify Studios. The company is reallocating resources to support its video podcasting push.

- **Podcast Ads & Gender Gap:** A new study suggests that podcast ads can help radio brands close the gender gap in ad recall. Podcasting achieved an 86% ad recall rate, with virtually no difference between male and female listeners, making it a strong complement to AM/FM radio advertising.

- **Top Podcasts of 2025:** Edison Research's latest rankings show that familiar names continue to dominate the top podcasts in the U.S. The Joe Rogan Experience remains at #1, followed by Crime Junkie, The Daily, and Call Her Daddy. Rotten Mango made its debut in the Top 10.

*******

Would you like more details on any of these trends?

*********

Please give complete details on Podcast Ads & Gender Gap

******

A recent study by Sounds Profitable and Magellan AI reveals that **podcast ads are highly effective** and may help **radio brands close the gender gap in ad recall**. Here are the key findings:

 

- **Podcasting achieves the highest ad recall rate** among all ad-supported media platforms, with **86% of listeners** remembering hearing or seeing an ad in the past week.

- **Virtually no gender gap** exists in podcast ad recall: **86% of men** and **85% of women** remembered ads, making podcasting a rare medium with balanced engagement.

- **AM/FM radio exhibits a significant gender gap** in ad recall: **86% for men** but only **75% for women**. Streaming versions of radio show an even steeper divide (**83% recall for men vs. 65% for women**).

- **Podcast ads complement radio ads** by reinforcing brand messaging in a more intimate and focused listening environment.

- **Host-read podcast ads** can echo the tone and branding of radio spots, strengthening recall and brand consistency.

- **Women engage more with podcast ads** than other platforms: podcasting’s **85% ad recall rate** among women outpaces **network/cable TV (80%)**, **YouTube (73%)**, **Instagram (69%)**, and **Snapchat (53%)**.

 

For radio broadcasters and advertisers, this presents an opportunity to **integrate podcast ads into their strategies** to reach female audiences more effectively. The full Advertising Landscape report will be presented on **June 4**.

***

Would you like insights on how brands are leveraging this trend?

***

What are the implications of this study for the advertising industry?

***

This study has significant implications for the advertising industry, particularly in how brands approach audio advertising and gender-targeted marketing strategies:

 

- **Podcast Ads Are Highly Effective:** With an **86% ad recall rate**, podcasting outperforms other ad-supported media platforms in engagement and retention.

- **Closing the Gender Gap in Advertising:** Unlike AM/FM radio, which shows a **significant gender gap in ad recall** (86% for men vs. 75% for women), podcasting achieves **near-equal recall** (86% for men, 85% for women). This makes podcasting a **powerful tool for brands** looking to reach female audiences more effectively.

- **Complementary to Radio Advertising:** AM/FM radio provides **broad exposure**, while podcast ads offer **intimacy and retention**. A **cross-platform strategy** combining both can maximize reach and engagement.

- **Host-Read Ads Strengthen Brand Messaging:** Podcast ads, especially **host-read formats**, can **reinforce brand identity** and **increase recall**, making them a **natural extension** of radio advertising.

- **Women Engage More with Podcast Ads:** Among female listeners, podcasting’s **85% ad recall rate** surpasses **network/cable TV (80%)**, **YouTube (73%)**, **Instagram (69%)**, and **Snapchat (53%)**. This suggests that brands targeting women should **prioritize podcast advertising**.

- **Trust and Authenticity in Podcast Ads:** Podcast listeners perceive ads as **more natural and genuine**, with **higher trust levels** compared to social media platforms. This makes podcasting an **ideal medium for brands** looking to build credibility.

 

For advertisers, this study highlights the **growing importance of podcasting** in media strategies. It suggests that **integrating podcast ads** with traditional radio and digital campaigns can **enhance engagement, recall, and trust** across diverse audiences.

***

Would you like insights on how specific brands are leveraging this trend?

***

What future trends in advertising could arise from this study?

***

This study on podcast advertising and gender engagement could shape several future trends in the advertising industry:

 

- **Increased Investment in Podcast Ads:** With **86% ad recall** and **gender-balanced engagement**, brands may allocate more budget to podcast advertising, recognizing its effectiveness in reaching diverse audiences.

- **Cross-Platform Audio Strategies:** Advertisers may integrate **AM/FM radio and podcast ads** to maximize reach and retention. Radio provides broad exposure, while podcasts offer **intimacy and focused engagement**.

- **More Host-Read Ads:** Given their **high recall rates**, brands may prioritize **host-read ads** to enhance authenticity and trust, making ads feel more like recommendations than traditional promotions.

- **Targeting Female Audiences Through Podcasts:** Since **women engage more with podcast ads** than other platforms, brands targeting female consumers may shift ad spending from social media to podcasts.

- **Personalized & Contextual Advertising:** AI-driven ad placement could match ads with listener preferences, ensuring **more relevant and engaging** advertising experiences.

- **Expansion of Branded Podcasts:** Companies may create **branded podcast series** to build deeper connections with audiences, leveraging the **trust and engagement** inherent in the medium.

 

These trends suggest that podcast advertising will continue to evolve as a **powerful and trusted** medium for brands. Would you like insights on how specific companies are adapting to these changes?

***

How are companies in other industries leveraging podcast advertising?

Companies across various industries are leveraging podcast advertising in innovative ways to engage audiences and boost brand awareness. Here are some key trends:

 

- **Tech & E-commerce:** Amazon Ads provides a comprehensive guide on podcast advertising, highlighting its ability to reach highly engaged audiences and drive ad recall. Many tech companies use podcasts to promote products and services in a more conversational and trusted format.

- **Media & Entertainment:** Deloitte Insights emphasizes how podcast hosts create an environment ripe for influence and discovery, with **75% of listeners trusting podcast hosts**. Media companies are increasingly using podcasts to build communities and promote content.

- **B2B & Corporate Brands:** Agencies like Quill and Lower Street specialize in helping enterprise brands create branded podcasts to establish thought leadership and connect with niche audiences.

- **Consumer Brands:** Many companies are integrating podcast ads into their marketing mix to **reach cord-cutters and ad-blocker users**, ensuring incremental reach beyond traditional media.

***

Would you like insights on how a specific industry is using podcast advertising?

***

Can you give me examples of successful podcast ads?

***

Certainly! Here are some examples of successful podcast ad campaigns:

 

- **BrewDog & Peter Crouch Podcast:** BrewDog partnered with former footballer Peter Crouch’s podcast to promote its premium lager. The campaign achieved **76% purchase consideration** among listeners, showing the power of podcast advertising in driving consumer interest.

- **Starling Bank’s Kids Takeover:** Starling Bank created a branded podcast series featuring children discussing family finances. The campaign was featured on popular parenting podcasts like *Scummy Mummies* and *Made by Mammas*, making financial topics engaging and relatable.

- **Oatly’s Branded Podcast Episode:** Oatly collaborated with *Somna Med Henrik* to create a branded podcast episode that entertained listeners while subtly promoting its oat-based products. The campaign successfully kept audiences engaged without feeling like a traditional ad.

- **HSBC UK & Shelter Partnership:** HSBC UK used podcast advertising to raise awareness of its partnership with the homelessness charity Shelter. The campaign resulted in an **18% increase in brand recall**, demonstrating how podcasts can effectively support social impact initiatives.

 

These examples highlight how brands leverage podcast advertising to **increase engagement, brand awareness, and purchase consideration**. Would you like insights on how to create an effective podcast ad for your own brand?

 

Yes

 

Creating an effective podcast ad requires a blend of **authentic storytelling**, **audience alignment**, and **clear messaging**. Here’s a **step-by-step guide** tailored for you:

 

### 1. **Understand Your Audience**

- Identify **your ideal listener**—what are their interests, pain points, and listening habits?

- Analyze **engagement trends** in podcasting, including **ad recall rates** and **audience behaviors**.

 

### 2. **Choose the Right Podcast Format**

- **Host-read ads** (most effective): Delivered by the podcast host, making them feel **trustworthy and natural**.

- **Pre-recorded ads** (controlled messaging): Produced like traditional commercials, but can lack personal touch.

- **Branded Podcast Episodes**: Fully integrated storytelling that **aligns with brand values**.

 

### 3. **Craft a Compelling Script**

- Start with a **strong hook**—grab attention in the first few seconds.

- Use **storytelling and relatability**—listeners respond well to **personal endorsements**.

- Keep it **concise**—30 to 60 seconds is ideal.

- Include a **clear call-to-action (CTA)**—encourage sign-ups, purchases, or website visits.

 

### 4. **Optimize for SEO & Discoverability**

- Use **searchable keywords** in show descriptions (this aligns with your expertise in SEO).

- Ensure the **podcast website or landing page** is optimized for **visibility**.

 

### 5. **Test & Iterate**

- Run A/B tests to analyze which **ad style performs best**.

- Use **tracking tools** like Podscribe or Chartable to measure **engagement and conversion rates**.

 

Would you like me to draft an example script based on your business?