Brand Lift Study

Three Podcasting Trends We See from Surveying 66,000 Podcast Consumers in 2025

/ Audio Update, Brand Lift Study, Podcasting
podcast trends

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, […]

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Four Ways Brand Lift Can Secure Ad Campaign Renewals

/ Audio Update, Brand Lift Study, Podcasting
podcast ad renewal

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

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Podcasting at Advertising Week 2025: Trust, creativity, and smarter data drive audio’s momentum

/ Advertising research, Audio Update, Brand Lift Study, Branded Podcasts, Podcasting
Podcasting Advertising Week

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

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Balance and Momentum: Strategic Insights from Podcast Movement 2025

/ Audio Update, Brand Lift Help, Brand Lift Study, Branded Podcasts, Podcasting
podcast movement

In the panels, presentations, hallway discussions, and even over cocktails, a few recurring themes emerged during Podcast Movement 2025 that revealed an industry ready to mature beyond its adolescent phase and signal a shift in balancing podcasting as both an art and a business. Here are some takeaways we believe will help define success in

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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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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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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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