The news: Podcast listenership is increasingly diverse and reflective of the overall US population, but while advertisers celebrated the medium’s diverse audience at the Interactive Advertising Bureau’s podcasting upfronts, they suggest there’s still room to improve.
By the numbers: The racial breakdown of monthly podcast listeners is almost identical to the spread of the US population, according to new Edison Research data.
The challenge: Advertisers contributing to that spending are eager for higher inventory, but the limited number of hosts from diverse backgrounds and podcasts catering to specific audiences means brands looking to access untapped markets are often left without many options.
The big takeaway: Platforms are spending aggressively to expand into podcasting—YouTube is offering six-figure grants to podcasters that bring their content to the website, for example—and should make diversity, equity, and inclusion a part of their efforts to attract as broad a selection of voices and advertisers as possible.
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