July 1, 2020

US Programmatic Podcast Ad Spending, 2019-2022 (millions, % of total podcast ad spending and % of total programmatic digital radio ad spending)


Podcast ad spending includes audio advertising within a podcast; includes all types of advertising on podcasts; eMarketer benchmarks its US podcast ad spending projections against IAB US for which the last full year measured was 2018.


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.