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

Sponsored by

For 2024, Sounds Profitable will once again lead the industry in producing research studies designed to help grow the podcasting space and increase monetization opportunities. The year kicks off very aggressively with what will be sure to be a widely-cited study, The Ad Bargain.

BetterHelp
Paramount
Spreaker from iHeart

ESPN Podcasts
Good Karma Brands
NPR

SXM Podcast Network
Wondery
Libsyn Ads

The Ad Bargain is a broad, cross-platform survey of American consumers and their attitudes toward various ad-supported media channels. The title references the “deal” consumers make when they watch or listen to ad-supported media: a few minutes of their attention to brands, in exchange for free access to content they love.

Podcasting has historically been the best “bargain” for consumers AND brands, with attention, willingness to consider, purchase behavior, and positive perceptions for companies that sponsor podcasts leading amongst other ad-supported media.

This study will reflect the current state of the perception of ads in podcasts compared to CTV, social media, and other platforms.

Download the Complete Report