Advertiser interest in podcasting has never been higher. However, new research shows a growing gap between enthusiasm and actual dollars spent.
What We Know: According to new data from Westwood One’s Audio Active Group, advertiser Perceptions surveyed 300 marketers and agencies in June 2026. Results show 93% have discussed podcast advertising as a potential investment. Meanwhile, only 76% currently advertise in podcasts, and 74% plan to in the next six months. That spending-intention figure has grown sevenfold since 2015, when only 10% of brands considered podcasts.
What The Data Shows: (Image via Westwood One)
What Remains Unclear: Despite rising interest, spending remains modest. Magellan’s Q1 2026 Podcast Advertising Benchmark Report found top-500 show advertisers spent just $364,000 monthly on average. New advertisers spent even less, averaging $32,300 in Q1. Researchers say that falls short of what’s needed to build brands or drive measurable sales.
What It Means: Podcasting has clearly won over the ad industry’s attention. However, converting that interest into meaningful budget commitments remains the harder task. As competition for ad dollars intensifies across digital platforms, the industry’s next challenge involves closing the gap between curiosity and real investment. Hesitancy may be linked possibly to how people are consuming podcasts and which podcasts are taking up the majority of the listening versus which are not.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.