The Advertising Landscape from Sounds Profitable is the definitive study of how Americans respond to advertising on over 20 types of ad-supported media, including podcasts, short-form video, social media, broadcast media, and more. Based on a 5,000-person study of Americans 18+, this study reveals that podcast consumers are more attentive, more trusting, and more responsive to advertising messages on podcasts than regular users of other media are to those platforms and channels. The data shows that podcast consumers actively choose to engage with ad-supported content rather than avoid it, and that there is a significant trust gap between audio channels and social media, making them a valuable audience for advertisers and a complement to any multi-channel campaign.
Sounds Profitable publishes 10-15 studies per year about audio and podcasting consumption, consumer behavior, and advertising effectiveness. Stay informed by subscribing to our newsletters here!
