We love podcasts, but a lot of the podcast advertising research is still heavily based on US audiences, and there’s certainly a lot more separating UK and US audiences than tomato/tomato. However, in very exciting podcasting news (well, we think it’s exciting…), industry trade association, Sounds Profitable and research firm Sounds Insights, have conducted the first ever large-scale study on UK podcast advertising and podcast audiences.
The UK podcast advertising research shows listeners are “not just present, they’re habitual”. With 56% of listeners tuning in daily to their favourite shows. That represents a huge opportunity for scalable consistency and awareness. And they’re not just habitual, they’re active and ready to respond, 44% of listeners make a purchase after hearing a podcast ad, 30% search for more information, 20% discuss it with others and 14% write down promo codes to use later. All strong indicators that podcasts are actively moving consumers through the funnel and are a valuable piece of the media puzzle.
Podcast advertising research shows what we already knew…
The research has also highlighted the commercial value of UK podcast audiences. Of course, audiences vary by podcast, with each having their own distinct community and culture but listeners generally over-index against higher household income brackets. Trust, a massive green flag for advertisers, is a podcast superpower. Consumers hold 37% more trust in podcast hosts than any other form of media. Overarchingly, the data points to an affluent, purchase-ready and trust-driven consumer segment.
This ground-breaking podcast research into podcast advertising is a huge leap for the industry. Often considered supplementary, this study shines a light on the undeniable fact that podcasts are main-stream media, capable of driving meaningful engagement, engagement, trust and commercial action. If you’re looking to connect with responsive, attentive and high value audiences, get in touch to discuss how we can make podcasts part of your media strategy.
Kat Moyse – Media Account Manager
Sources:
Media Leader
MIDAS 2025