Brands are obsessed with youth. Much of this can be attributed to wanting to leverage the “age of acquisition.” Borrowing from cognitive science, the idea is that when a brand is encountered early in life it’s more likely to be vividly remembered. There’s thought to be a “window of loyalty” – roughly ages 12 to […]
Happy New Year! As we closed out 2025, Jeff Ulster of Ulster Media and I started making the rounds presenting the results of The Canadian Podcast Listener 2025 to our sponsors and subscribers. It’s always encouraging to see how eagerly this report is anticipated each year, and the variety of questions we get during the
The Canadian Podcast Listener Releases Fresh Data on Video Podcasts, Promotion, Ad Avoidance, and More January 14, 2026 – Signal Hill Insights announces the release of The Canadian Podcast Listener 2025, conducted in partnership with Ulster Media. The only comprehensive study of its kind, The Canadian Podcast Listener delivers insights on the podcast audience and
In 2025 the Signal Hill Insights team surveyed nine times more video podcast consumers for brand lift studies than in 2024. That’s just one of many changes we observed this past year. Overall we surveyed 29% more media consumers than the previous year, hitting 86,000 in total. The vast majority, 66,000, were monthly podcast consumers,
Three Podcasting Trends We See from Surveying 66,000 Podcast Consumers in 2025 Read More »
Dear Podcaster, when was the last time you reminded your audience they can listen to just the audio of your show? For anyone who’s been in podcasting for more than five years this sounds like an absurd question. But it’s not 2020 anymore, and it’s become abundantly clear that consumers no longer think of podcasts
Are Podcasters and Listeners Missing the Advantages of Audio? Read More »
Ad effectiveness research, like brand lift, should pay for itself. As a dyed-in-the-wool researcher I find enormous intrinsic value in research, but application is where research comes alive. It’s also how the bills get paid. Brand lift ad effectiveness pays for itself in two big ways. First, brand lift helps podcasts and networks secure campaign
Four Ways Brand Lift Can Secure Ad Campaign Renewals Read More »
Almost a decade ago, I was there when brand lift changed the podcast ads game for the network where I worked. Offering scalable measurement for upper- and mid-funnel metrics flung open the doors to blue-chip, household name brands that previously were waiting outside. And they walked in with their investments. But we had to had
How Do You Prepare Your Podcast and Network for Brand Lift? Read More »
Advertising Week New York packed the house this year — especially inside the Podcast Zone, where Sounds Profitable hosted two full days of sessions that were, quite literally, standing-room only. Our observation from the panels, and from that leaning-in audience of buyers, planners, marketers and creators in the house, is that podcasting isn’t waiting for
When you’re producing a podcast wouldn’t you like to know… …who’s in the audience? Not just basic demographics, but the interesting facts and qualities that directly relate to your objectives? …what your audience really thinks about your show? Not just reviews and social media chatter, but also the thoughts from among the majority whom you
The Magic Formula: Podcast + Audience Research = Growth Read More »
Canadian Monthly Podcast Audience grows 19% y/y, now comprising 46% of adult population September 17, 2025 – The Canadian Podcast Listener (CPL) has been back in the field to prepare for the December release of the 2025 report. The only comprehensive study of its kind, CPL delivers deep insights into Canadian podcast consumption: who’s consuming,
Canadian Monthly Podcast Audience grows 19% y/y, now comprising 46% of adult population Read More »