One of the major questions podcast advertisers have is how many people skip their spots. New YouGov data puts that question into perspective.
What We Know: A YouGov study of more than 1,300 media consumers who listen to radio, audio podcasts, video podcasts, and streaming music showed that the overwhelming majority either usually or sometimes skip podcast advertisements.
What the Numbers Show:
| Response When an Ad Plays During a Podcast | Percentage |
|---|---|
| I usually skip or tune out | 52% |
| I sometimes skip or tune out | 16% |
| It depends on the ad | 12% |
| I usually listen to or watch the ad | 8% |
| Don’t know | 8% |
| I stop listening or watching altogether | 4% |
Despite the figures, only 25% of those same respondents said that podcast ads were the most annoying or disruptive. That figure pales in comparison to online display ads (50%), YouTube/other video platforms (46%), and TV/video streaming ads (42%).
What They Said: “One of the most distinctive things about podcast ads is how frequently they’re not listened to. Half of Americans who answered say they usually skip or tune out podcast ads when they come on.” –YouGov Senior Business Data Journalist Clifton Mark
What It Means: Podcast advertising has continually risen in recent years. The data from YouGov puts into perspective how much of it is skipped. Despite those figures, the audience is largely not annoyed or turned off by the advertisements, however. The abundance of host-read ads could be one of the major reasons why that figure is noticeably lower than other formats.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
