Podcast Consumers Prefer Funny and Entertaining Ads

Source: Cumulus Media and Signal Hill Insights’ Podcast Download - Fall 2023 Report

For the eleventh edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 608 weekly podcast consumers in October 2023. The Fall 2023 Report highlights trends from prior studies and examines topics such as co-listening among parents with children, consumer reaction to podcast ads, and perceptions of brand safety and content appropriateness.

A focus on podcast advertising

Previous highlights of the Podcast Download – Fall 2023 Report examined YouTube’s growth as a podcast power player. Today, the focus is on podcast advertising.

Podcast consumers prefer funny and entertaining ads but say they currently hear more ads that communicate dry features/benefits

There is a creative opportunity for advertisers to create funny and entertaining podcast ads. The top two types of podcast ads weekly podcast consumers are interested in are funny ads (71%) and entertaining ads (71%).

However, the top type of podcast ads weekly podcast consumers say they actually hear are ads that communicate features/benefits of products/services (78%). Entertaining and funny podcast ads are only heard by 72% and 68% of weekly podcast consumers, respectively. Read More

Article originally published on Westwood One.

Community Hot Take

After a year off, the Podcast Hall of Fame returns with the unveiling of the 2024 inductees that organizers say have left an indelible mark on the podcasting industry. The list of eight features show hosts, executives and advocates for the industry. They include—

  • Adam Carolla, Host of The Adam Carolla Show

  • Aaron Mahnke, Grim & Mild founder and Host & Producer of Lore

  • Daniel J. Lewis, Podcasting educator, advocate, and innovator

  • Doug Kaye, Executive Director of The Conversations Network

  • Jesse Thorn, Founder of Maximum Fun

  • Laurie Sims, Former Libsyn President & Chief Operating Officer

  • Maria Hinojosa, Futuro Media founder and Host of Latino USA

  • Michael Butler, Host of The Rock and Roll Geek Show

Organizers are tying the event to the Podfest Expo with the in-person Class of 2024 Induction Ceremony taking place during the confab on Friday, January 26 in Orlando. Read More

If you're thinking of launching a podcast or if you already have a podcast which you're hoping to grow in 2024, this video is for you! Jade Beasons breaks down exactly how she grew her show! Check it out!

iHeartMedia, the No. 1 podcast publisher globally according to Podtrac, has joined forces with South by Southwest (SXSW) to announce the return of the iHeartPodcast Awards, which will take place live and in-person during the SXSW Conference and Festivals in Austin, TX. The event will be held at the Fairmont Hotel on Monday, March 11 at 8 p.m. CT and will honor the best and most innovative industry podcasts and creators of 2023. The ceremony will broadcast live on select iHeartMedia Radio Stations nationwide, through the iHeartRadio app and via a video stream in partnership with YouTube on iHeartRadio’s YouTube Channel. The event will additionally be available on demand following the initial live stream.

Nominees across categories include podcasts from all creators, distributors and platforms with a judging panel composed of blue-ribbon podcast industry leaders, creatives and visionaries who will determine the winners in categories including comedy, crime, news, pop culture, sports, food, business and more. In addition to the panel-judged category awards, one award, the coveted Podcast of the Year, will have a fan voting component. Read More

YouTube has rolled out a new option to help you reformat your long-form content into Shorts, which could be a handy option for those looking to tap into the popularity of the Shorts format.

As outlined by YouTube Creator Liaison Rene Ritchie, YouTube’s new Shorts editing UI, accessible via the “Remix” option on your clips, provides access to a range of editing tools to reformat your clips into the Shorts format. Read More

Podcast Career Opportunities

🎤 🎧 Congratulations to Jeff Dwoskin on 300 episodes of Classic Conversations! Take a deep dive into pop nostalgia with us! Pop culture influencers, TV stars, film actors, comedians, and musicians share inspirational stories about the road to success. Insightful conversations that are part comedy/part drama and are always entertaining! With your host, comedian, Jeff Dwoskin.

 🎤 🎧 Do sales conversations make you feel awkward or pushy? It’s time to ditch the outdated salesy strategies with Sales Maven.

Your guide, Nikki Rausch, will show you how to combine kindness with selling skills to meet your prospects where they are. And in the process, how to uplevel your influence and income. Learn how to earn business easily and effortlessly.

🎤 🎧 Aawk’s Amazing Adventures is a children's podcast for ages 3 to 8, where kids can listen to the stories, use their imagination, and learn something as well. Short podcast episodes make it easy for parents and kids alike. The Star is "Aawk", an 6 yr old who explores his world and imagination, taking tripos and learning about the world around us.

 🎤🎧 Yes, Brand is the show where brands take center stage for your edification and entertainment. Known as “The MESSAGE Therapist™,” your host Hersh Rephun is a veteran advertising creative and publicist who welcomes Founders, CEOs, and Consultants to discuss roadblocks and breakthroughs on the way to next-figure success. All branding is personal, so in addition to bringing their sense of humor, Hersh's guests come ready for a deep dive into their "why"s and their "What's Next?"

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