Why the ‘Pandemic-Proof’ Podcast Ad Industry Still Has Room to Grow

“Any other media company would kill for a 15% increase in revenue this year,” Cumulus Media chief analyst Pierre Bouvard tells TheWrap

More businesses and brands are placing advertisements on podcasts than five months ago, a sign that the industry is not only growing, but is virtually pandemic-proof.

A new study from Cumulus-owned media network Westwood One found the average number of ads placed on podcasts is up 9% compared to April of this year. The number of individual companies placing ads on podcasts — what Westwood One classifies as unique advertisers — is up 10% in that same time period.

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Samson Amore

Reporter • samson.amore@thewrap.com • Twitter: @Samsonamore