What do marketers and agencies think about branded podcasts? New data from Advertiser Perceptions shows the future of branded podcasts is bright. Plus, best practices from podcast expert Steve Goldstein for advertisers considering getting into the world of branded podcasts.

In December of last year, CUMULUS MEDIA | Westwood One and Signal Hill Insights released the seventh installment of the Podcast Download series. The data showed how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming platforms.

Yesterday, the Cumulus Podcast Network presented a webinar highlighting key findings from CUMULUS MEDIA and Signal Hill Insights’ Podcast Download – Fall 2021 Report.

For the seventh edition of our Podcast Download series, CUMULUS MEDIA | Westwood One and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 600 weekly podcast listeners in October 2021. The Fall 2021 report highlights trends from prior studies as well as examining new topics such as the emerging array of social audio platforms.

Podcast listeners are a desirable group of consumers who spend a lot of their time with audio. According to the latest Westwood One 2021 Audioscape findings, podcast listeners are also highly attentive, warranting high CPMs for the medium.

CUMULUS MEDIA | Westwood One commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. The findings, included in the Westwood One 2021 Audioscape, show that advertiser interest in podcasting is higher than ever.