Advertising on podcasts connects your business with listeners in a direct and highly-engaging way.

People love listening to podcasts. Did you know that last year there were more than 19.1 million podcast listeners in the UK? And that number is growing year-on-year, with the total podcast audience set to hit 28 million by 2026. They may have been around for years, but these often humble audio recordings have now become one of the most popular forms of entertainment for UK consumers.

This is why podcasts are now attracting significant ad spend, with many businesses embracing them as an important element of their brand marketing campaigns. Last year expenditure in the UK hit £46 million, and it’s expected to almost double over the next four years. And that spend is generating returns. Recent research from Acast reveals that more than three-quarters of listeners have acted upon an ad they’ve heard while tuned in to podcasts.

If you’ve not already explored podcast advertising then now is the time to do so.
 

How podcast advertising works.

If you listen to a lot of podcasts you’ll know the way advertising works can vary quite a lot. But in an average 30 minute podcast, this is typically where ads will appear.

These ads could be a clip, like a radio ad, or a mention by the podcast host, or a mixture of the two. You can choose your preferred spots or alternatively you could sponsor the podcast, which usually means your business would occupy every spot, giving you brand exclusivity.
 

Why does podcast sponsorship work so well?

Here are just a few reasons why you should consider sponsoring podcasts.

Reach loyal and engaged listeners.
Podcasts make listeners feel as though they’re being spoken to directly, and as a result they form relationships with the host and become invested in the content more rapidly.

Connect with a high-quality audience.
The podcast shows and episodes are carefully selected by the listener. This means that they’re much more engaged in a topic and by association, the products and services advertised.

Go wherever the listener goes.
People listen to podcasts while doing other things and so they consume more of the content. For many listeners podcasts have become part of their daily routine.

Consider podcast sponsorship with Reach.

Reach has recently joined the Spotify Audience Network, which makes it possible for advertisers of all sizes to connect with listeners across a broad range of content. This means there is a brand new, unique opportunity for your business to connect with potential customers.

To find out more about our podcast sponsorship opportunities, and in particular our hugely-popular football podcasts covering Liverpool FC, Manchester United, Arsenal and many other Premier League clubs, click below to get in touch.
 
Sources: Statista, Podcast Reach In The UK, 2022 | Statista, Podcast Ad Spend In The UK, 2022 | Acast, Audio Intelligence Report.