Audio Update

The News Podcast Audience Hits a New High, and Sees a Striking Change in Composition

/ Audience Research, Audio Update, Brand Lift Study, Podcasting
news podcast

News has consistently been the second most-consumed category of podcasts since 2021, the first year of the survey of 12,000 adult podcast consumers that Signal Hill Insights conducts annually in the U.S. in support of Triton Digital’s Podcast Metrics Demos+. In the second quarter of this year the News genre hit a new high, with […]

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Attribution & Brand Lift: Two Great Methods that Measure Better Together

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
attribution and brand lift

Attribution & Brand Lift: Two Great Methods that Measure Better Together “We’re only focused on conversions.” “Sales are our only KPI.” “Attribution moves the needle.” These are things I’ve heard over and over again talking to agencies and brands about their podcast and digital audio ad metrics. It’s usually during a conversation where they’re explaining

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Advertisers and Agencies: 3 Reasons Your Host-Read Ad Creative Is Not Working

/ Audio Update

Podcasting stands out in its continued reliance on ad creative that is made by the podcast hosts themselves, rather than by a creative agency or studio. Though announcer-read and pre-produced creatives have made in-roads – especially for run-of-network, contextually-targeted and programmatic buys – host-read ads continue to be foundational for many campaigns. The prevailing logic

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YouTube Isn’t Dominating Podcasting

/ Audio Update, Brand Lift Study, Podcasting, Video Podcasting
YouTube podcasting

There’s no doubt that YouTube has become an important force in podcasting, primarily due to growing consumer preference for the video platform. The Cumulus Media / Signal Hill Insights Podcast Download study released in April 2023 marked the first time we saw YouTube overcome Spotify as the most used podcast consumption platform in the US.

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Go Straight to the Source: Four Reasons Why You Should Use Audience Surveys

/ Audience Research, Audio Update, Ethnographic Research
podcast audience surveys

At Signal Hill Insights, we’ve been seeing an uptick in requests for direct audience surveys from podcasters, broadcasters, agencies and brands. Despite innovations in digital identity technology, you are likely to have questions about your audience that can only be answered by inviting your audience to participate in a survey. Marketers, producers, sales execs are

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Unique Opportunity: A Spectrum of Branded Content in Podcasting

/ Audio Update, Brand Lift Study, Branded Podcasts, Podcasting
branded content in podcasting

Branded content in podcasting has been on my mind lately, and if it’s not  on the mind of CMOs, brand marketers, content studios, podcasters and publishers – I think it should be! And here’s why… The just-released IAB / PwC Internet Advertising Revenue Report for 2024 calls out four factors driving podcasting’s revenue growth of

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Why Signal Hill Is Measuring Video Podcast Ads, and Why Video Is a Net Gain for Podcasting

/ Advertising research, Audio Update, Brand Lift Study
video podcast advertising

The growing prominence of YouTube in podcasting dominates industry conversations today. And for good reason. It changes much of how we all think about a “podcast.” At Signal Hill Insights, we’ve had a front row seat to watch the growth of YouTube as a podcast platform over the past six years. We first identified its

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