The third installment in the groundbreaking Advertising Landscape research series from Sounds Profitable, this report drives home insights on ad effectiveness among podcast listeners.
The findings of Driving to Action challenge conventional assumptions about podcast advertising performance, particularly around conversion behavior, promotional response rates, and word-of-mouth generation.
Among prime podcast listeners, podcast ads drive by far more action than ads in other media.
of prime* podcast users discussed a product they heard in a podcast ad with others.
of prime* podcast users searched for more information about a brand they heard in a podcast ad.
of prime* podcast users visited a brand’s social media in response to a podcast ad.
of prime* podcast users made an immediate purchase in response to a podcast ad.
*primes are near-daily users and utilize one of the top four ad supported choices
High-quality news podcasts from NPR unlock a unique, engaged, and growing audience that makes an impact for sponsors.
One of the audio industry’s most anticipated annual studies, the 2025 Infinite Dial, explores why audio is an essential part of any brand’s media mix.
Discover the five types of measurement tools offered at National Public Media and how they provide actionable insights to maximize campaign impact.
