Major advertisers are purchasing fewer and fewer broadcast radio ads, but that doesn’t mean audio programming is fading from the culture. Podcasts — radio’s younger, on-demand sibling — are swiftly gaining popularity with many of the demographics that marketers desire most.
Why is podcast advertising so popular? For one, many people listen to them on smartphones, so episodes can tag along on morning commutes, midday walks and evening jogs. Plus, there are more than 550,000 shows with topics for nearly every interest. That wealth of content has turned 73 million Americans into podcast listeners, according to recent data, and that audience is projected to grow 81% by 2022.