The Advertising Landscape UK is the first large-scale study of how British audiences actually experience podcast advertising, measured against more than 20 other ad-supported media platforms. Built on a weighted sample of 5,033 adults and produced in partnership with Sound Insights, the report makes clear that podcasting is no longer a supplementary line on a UK media plan.
43% of British adults now listen to an ad-supported podcast every month. Among them, 56% tune in daily or almost daily, and 79% recalled hearing a podcast ad in the past week — with near-perfect parity across gender (79% male, 80% female). 44% have made a purchase after hearing a podcast ad, and the audience over-indexes sharply on higher household incomes: nearly 2x at £60,000+, 2.5x at £80,000+, and 3x at £120,000+. With 18–24 year-olds, ad-supported podcasting has now pulled ahead of broadcast TV.
The data reframes a market long characterized as advertising-resistant. UK listeners aren’t resistant — they hold advertising to a higher standard, and podcasting is clearing it. Download the full report for the complete comparison against TV, radio, social, and streaming across reach, trust, attention, and purchase behavior.
