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DECEMBER 3, 2025 |
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Key stat: Podcast advertisers are shifting toward brand awareness campaigns, which grew from 52% to 56% of total US podcast ad spending between Q3 2024 and Q3 2025, according to a November 2025 report from Magellan AI. Meanwhile, direct response campaigns dropped 4 percentage points to 41%. |
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Beyond the chart: |
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The shift reflects confidence in podcasts as a conversion channel. Some 44% of listeners purchased a product after hearing a podcast ad or sponsorship in Q1 2025, up from 34% in Q1 2020, according to Edison Research.
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Meanwhile, overall podcast ad spending jumped 26% YoY in Q3, according to a November 2025 report from Magellan AI. |
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Use this chart: Drop this in your next media mix review when you need to defend podcast buys that don't include promo codes or attribution links. Show your team that 56% of industry spending is going to brand awareness, so tracking direct response isn't the only valid measurement framework. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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