During my days working in a podcast ad sales organization it seemed that we were always on the lookout to sign specific genres of shows based upon advertiser demand. Business and Health & Fitness are two that particularly come to mind, because there was constantly a limited supply of inventory but a surplus of B2B […]
ATTN Ad Buyers and Ad Planners: Strategically Improve Your Podcast Genre Targeting Read More »
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
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 »
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 »
Nine years of Canadian insights 2018 was the second year of The Canadian Podcast Listener and the first year that I worked on the study. Since then, CPL has been the project I look forward to most each year. Being the largest and longest-running look at the Canadian podcast market makes it a source of
Canadian Podcast Listening Reaches New High: 46% of Adults Read More »
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
Balance and Momentum: Strategic Insights from Podcast Movement 2025 Read More »