The Medium Moves the Message

Podcasting’s weekly reach 18-34 is nearing that of radio and TV.
The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts.
Podcast buys reach net-new consumers when added to TV or Radio buys.
Podcast listeners are more likely to subscribe to premium, ad-free content options.
Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers.
The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers.
The addition of podcasts to a multichannel media mix shows significant mid-funnel effects.