New Benchmarks Compare Brand Lift Between Audio and Video Podcast Ads, and More by Paul Riismandel
Signal Hill Insights has published their 2026 Benchmark report, titled How Podcasts Impact Brand Perceptions. According to aggregated brand lift metrics from 38,704 podcast listeners and viewers surveyed in 2024 and 2025, video podcasts now make up 54% of the performance data, up from zero in 2023. In a large-scale comparison of the two formats, video edges audio by 1 to 2 points on mid-funnel and purchase-intent metrics, with identical familiarity lift. “On average, right now there is no notable difference in brand lift performance between standard podcast ads on audio or video,” Riismandel writes, cautioning that deltas this small should not drive major creative decisions. The report also moves past industry averages, segmenting benchmarks by audience demographics, content genre, industry vertical, ad length, and integration type.
Why AI Enhanced Sound Is Suddenly The Ultimate Competitive Advantage by Damion Taylor
A piece arguing the competitive edge in an AI world is making sure content is “AI-legible.” Tactics such as wrapping audio in the transcripts, speaker IDs, and including timestamps that AI systems need to search and process content. “You can’t put an MP3 into an LLM,” Nomono US general manager Owen Grover tells Taylor; the company claims its customers save 60 to 70% of post-production time. Taylor notes a structural mismatch in the video podcast boom: platforms prioritize sharp visuals while treating audio as an afterthought, even though research shows degraded audio makes speakers seem less intelligent and likable regardless of video quality.
News/Talk Listeners Combine Loyalty With Buying Power
Inside Audio Marketing covers a recent Audacy research blog titled Attention Is Hard to Earn. News-Talk Already Has It. According to Nielsen-Scarborough data, 54% of news/talk listeners are P1s (listeners who name the station as their primary choice), compared to 41% of sports radio fans, and 84% of local news listeners trust local news radio, more than broadcast TV, national news radio, or social media. The format’s audience skews affluent, with a median household income near $95,000, and Alter Agents research finds news/talk campaigns drive 56% awareness, 47% consideration, and 49% purchase or conversion among exposed consumers. Audacy’s takeaway for buyers: these listeners “don’t simply catch headlines; they seek context,” which rewards integrated sponsorships over traditional spot buys.
…as for the rest of the news:
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The BBC reports a record 502 million weekly global audience across BBC News, World Service, and BBC Studios content, up 11% year over year.
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The Modern Mann, the British Podcast Award-winning lifestyle show from Olly Mann, joins the Mercury podcast network as the first of three lifestyle shows Mercury will announce in July.
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Togethxr and iHeartMedia launch Everyone Watches Women’s Sports, a weekly audio and video series hosted by Ari Chambers, Jordan Chiles, and Sam Jay, distributed via iHeart Women’s Sports and YouTube (debuts July 9).
