For brands, podcast advertising is increasingly about the relationship between a host and their audience. Research shows that the average consumer spends more time with podcasts than on TikTok, while podcast hosts are nearly 2x more trusted than traditional social media influencers.

That reach and trust can translate into advertising impact, but the biggest audience isn’t necessarily the most valuable. Advertisers on mid-sized podcasts saw 22% lower CPA than those on larger shows. 

This new report from Audacy and Glossy's sister brand, Digiday, explores how podcasts are evolving and what these shifts mean for brands. Download it to learn more about:

• How podcast audiences are changing and becoming more valuable
• The ad formats resonating with audiences, from host reads to video
• Ways podcast measurement is getting more sophisticated

Partner insights from Audacy