Everyone knows podcast ads drive purchases — but that spending isn’t spread evenly. The Super Spenders, a special report from The Podcast Atlas, is built around the people who buy the most from podcast advertising. It maps who they are, where they spend their time across audio, video, clips, social, and newsletters, how they respond to the ads they hear and see, and which categories they’re about to spend in next. Along the way it answers a question the industry rarely asks: is podcasting’s most valuable audience defined by how carefully they listen — or by something else entirely? The answer has real implications for how podcast advertising is bought, sold, and measured.
https://youtu.be/jZ0zXAWz_UQ
This report was made possible by our partner Adopter Media, whose real-world campaign experience grounds the findings in how podcast advertising actually performs when budgets are on the line. In the webinar replay below, Sounds Profitable’s Tom Webster walks through the data alongside Adopter Media’s Glenn Rubenstein, who pairs the research with lessons from the campaigns his team runs every day. Download the full report and watch the conversation to see where podcast money really comes from — and how to reach the people spending it.
Our thanks to the sponsors who made The Podcast Atlas possible: BetterHelp, NPR, SiriusXM Podcast Network, American Public Media, ESPN Podcasts, and our research partner Signal Hill Insights.
