Podsights Benchmark Australian Report reveals growth in ad spend

Podcasts

Findings from the latest Podsights Benchmark Australian Report show ARN’s iHeartPodcast Network Australia's results in advertising effectiveness.

The report examines data gathered from January 2021 – December 2021. Key findings from the benchmark report and additional analysis include:

• iHeartPodcast Network Australia had record numbers for commercial delivery in Q4 2021 across the network achieving a 299% increase in impressions year-on-year
• Podcasts globally are seeing the highest level of engagement recorded, now converting 13.6% of attributable ads into leads (up from 9.2% a year ago)
• The conversion rate, which is the percentage of listeners exposed to an ad who then visits a brand’s website or app, is 62% higher on ARN’s iHeartPodcast Network Australia compared with the Podsights global average

ARN’s head of digital audio Corey Layton said, “Podcasts globally are seeing the highest level of engagement recorded, with ARN’s iHeartPodcast Network Australia performing 62% above the global conversion average.  Findings from the Podsights report demonstrate that podcast advertising can be effectively measured and ARN’s iHeartPodcast Network Australia continues to deliver outstanding advertising solutions for its clients.”

Director of partnerships at Podsights Matthew Drengler said, “The new findings of the Podsights Australian Benchmark Report demonstrate that Australia is leading the way in delivering tangible results for advertisers in the podcast sector. Over the past year, we’ve seen some impressive growth in terms of ad spend and impressions, and this is set to continue rapidly increasing.” 

Podsights brings the tools of digital reporting and attribution to podcasts, enabling clients to monitor and measure the effectiveness of podcast advertising in real-time using a specialised dashboard. 

View the full Podsights Australian Benchmark Report here.