Avid Fans. Engaging Content. Targeted Audience. Big Results.
Podcast advertising is powerful and effective, reaching listeners via a captive, mobile medium that goes anywhere and everywhere they do. Podcasts are one of the most popular ways for people to get their news, sports, entertainment, and stay connect to the world. As a result, podcast audiences continue to grow rapidly. According to Edison Research, today, 62% of the U.S. population 12+ (177 million people) have listened to podcasts, up from 36% just six years ago. And 38% (109 million people) now listen to podcasts every month. In the car, 49% of the driving public listen to online audio through their mobile phone and 32% now regularly listen to podcasts while driving. The podcast listening audience is as diverse as ever with 41% of listeners identify as non-white, equaling the US population overall. In the U.S., the average podcast listener enjoys 8 podcasts episodes every week.*
Podcast listeners seek out the shows, subjects, and content they’re personally passionate about. This means they are more engaged, more likely to listen through an entire episode, and almost never “tune out” to find something else. In fact, 93% of podcast listeners say they listen to most or all of every episode**. And 80% say they listen to podcast ads without skipping for a variety of reasons including host read ads, their personal connection to the podcast, and the fact that podcast ads are more relevant to them than what they get through other media.***
Mix in the avid sports fan – that Locked On reaches exclusively – with a hunger for news, information and talk about their favorite team or sport and you’re looking at a winning advertising opportunity.
Podcast advertisers are diverse ranging from direct response to big brands, from local to national, and from big agency to client direct. If you’re a brand or advertiser looking to reach a college-educated, predominantly male audience, primarily between 21 and 49 years old, you can’t do better than Locked On. Drop us an email (email@example.com) or call (206.226.3404), and we’ll gladly help you.
*Edison Research – The Infinite Dial Report 2022, Consumers 12+
**Edison Research – The Podcast Consumer Report 2019, Consumers 12+
***MARU/Matchbox/Westwood One National Study – Spring 2019 Report
Watch Locked On’s presentation at the IAB Podcast Upfront to learn more about advertising partnerships.