Tech, media and finance are the top three categories of spending on podcast advertising.
According to data from MediaRadar, podcast advertising spending in the US rose by 21% in 2021 to reach $590 million. Podcast ad spend increased by 46% in Q2 and 31% in Q3. Q4 ad spend touched nearly $160 million.
Ad spend in the top three categories - tech, media and finance recorded - double-digit growth last year, with the top ten categories accounting for 83% of total podcast ad spend in 2021. The report also notes that brands tend to stick to the format once they venture into podcast advertising.
79% of podcast advertisers in 2020 continued with the format in 2021. When it comes to ad location, mid-rolls accounted for 55% of all ad runs, followed by pre-roll ads (26%) and post-roll ads (19%).
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