Skip to main content

Research & Studies

The Sounds Profitable Research Series tackles the most important questions in Podcasting, from the industry’s foremost research authority

Ad Nauseam

Ad Nauseam

The Ad Bargain is a broad, cross-platform survey of American consumers and their attitudes toward various ad-supported media channels.

By Tom Webster

June 12, 2024

Podcast Advertising - The Safest Bet

Podcast Advertising - The Safest Bet

To combat misconceptions about advertising on podcasts, we have put together a "greatest hits" of Sounds Profitable advertising research conducted over the past couple of years.

By Tom Webster

June 11, 2024

The Ad Bargain

The Ad Bargain

The Ad Bargain is a broad, cross-platform survey of American consumers and their attitudes toward various ad-supported media channels.

By Tom Webster

April 3, 2024

Sound You Can See: Podcasting’s Video Dilemma

Sound You Can See: Podcasting’s Video Dilemma

For the first time, more podcast listeners say that they have watched a podcast in the last 30 days than have listened to one. Yet, simply popping your pod on YouTube is likely to fail. So, what are podcasters to do?

By Tom Webster

December 13, 2023

The Power of Brands in Podcasts: A Podcast Landscape Study

The Power of Brands in Podcasts: A Podcast Landscape Study

By Tom Webster

October 18, 2023

The Podcast Landscape

The Podcast Landscape

Every year podcasting gains listeners — but also loses them. While early listeners were fans of the medium, the space is growing ever more complex, with people dipping in and out of the medium for a single show or catching their favorite podcast in places creators never planned for.

By Tom Webster

August 30, 2023

The Podcast Opportunity

The Podcast Opportunity

A combination of qualitative interviews and quantitative survey results from over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium.

By Tom Webster

June 28, 2023

The Medium Moves the Message

The Medium Moves the Message

A comparative study of the effects of advertising across three platforms: two broadcast channels (AM/FM Radio, Network/Cable TV) and one on-demand platform, podcasting.

By Tom Webster

March 22, 2023

Safe and Sound, from Sounds Profitable

Safe and Sound, from Sounds Profitable

The first-ever study of brand safety and suitability from the listeners’ perspective

By Tom Webster

December 7, 2022

We’ll Be Right Back

We’ll Be Right Back

Creative Execution of Podcast Advertising, Part Two

By Tom Webster

October 5, 2022

After These Messages

After These Messages

Creative Execution of Podcast Advertising

By Tom Webster

June 28, 2022

The Creators

The Creators

By Tom Webster

June 28, 2022