Identifying a medium’s return on ad spend is tricky, but Acast set out to do just that, reports Inside Radio. After conducting a study with 250 advertisers and marketers, it says two-thirds (67%) of podcast ad buyers say that every $1 spent on podcasts returns between $4 and $6 for their brands. And another 30% say they get a $2 to $4 return for each dollar they spend on podcasts.
According to Inside Radio, the U.S.-focused study, conducted this month with Attest, “found one in five advertisers say they put their return on podcasts at greater than $6 for every $1 spent on the medium. That was the most of any medium tested. It’s noteworthy that for the other audio medium, broadcast radio, 13% of marketers also say that they got a better than six-times return on their audio investment.
“The study also showed marketers have a clear winner when it comes to which podcast genre generates the strongest return on ad spending. Nearly four in ten (38%) say Business category shows have the best return, more than double that of the TV and Movie genre (16%) and more than triple third-placed Sports (9%).”
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