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A Marketer’s Guide to Podcasting: Third-Quarter 2018

1 minute read | July 2018

Podcasting continues to grow year after year, and with that comes increased investment from brands, both big and niche. Every month more advertisers are adding podcasting to their media plans. One notable segment turning its attention to podcasting is the fast-moving consumer goods industry.

The podcast listener tends to spend more at the grocery store on a weekly basis than the average American. Advertisers who can leverage the podcast audience may also find a greater ROI since this group tends to spend more. To help them reach these audiences, we continue to share insights from our significant Homescan panel coupled with an online questionnaire of panelists who said they were a fan of podcasting. 

This report offers insights regarding listening trends, while examining the correlation between podcast tune-in and category ad spend by focusing on the spending habits of podcast audiences.

It also shows the top 50 products and amount purchased annually by podcast fans based on U.S. households. In addition, it examines top genres of podcasts among avid fans based on U.S households. These genres include music, TV and movies, comedy, technology, hobbies, health and living, sports, kids and family, news and politics, science, religion and spirituality, society and culture, arts and business.

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