Today’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at how marketers’ attitudes toward advertising on podcasts had changed over the last 11 years. The blog post notes that “in advance of the first IAB Podcast Upfront in 2015, the Cumulus Media | Westwood One Audio Active Group commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. For the
last 11 years, the study has been reprised annually to track buy-side podcast advertising consideration and intention. The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an 11-year high.” Some of the notable takeaways from this study include: 1) Nine out of 10 marketers and media agencies say they have discussed podcast advertising for potential investment; 2) Podcast advertising consideration surges to an eleven-year high: 74% of brands and agencies say they are likely to consider advertising in podcasts; 3) Podcast spending intention jumps to 69%, an eleven-year record; and 4) 78% of agencies and advertisers currently advertise in podcasts, a 5X increase since the first IAB podcast upfront in 2015. See the full blog post here.
