Podcast is the media that gets the most attention

An Ipsos survey reveals the virtuous and unsuspected challenges of podcasting

Digital Audio Advertising Attention Score

PODCAST TELEVISION

25 %

20% RADIO FM 16% For 35-54-year-olds, the attention score SOCIAL MEDIA for podcasts reaches 16%

30 %

Ipsos x Targetspot, 2022

The enormous potential of podcasts is still under-exploited

Less than 1% of advertisers use digital audio in their communication plan

today, and it only represents 0.6% of digital advertising expenditure.

Unified Advertising Market Barometer, 2022

« relevant »

3 terms listeners use to describe advertising in

« credible »

podcasts

« inspiring »

Typical native podcast listener: 35 years old, urban, highly educated, ultra-connected, difficult to reach through traditional media such as radio or television. For them, the podcast is a slow medium, a personal bubble that allows them to open up to the world.

Havas Paris and CSA, 2022

The different podcasts ad formats

Should my brand advertise, sponsor or create?

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