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Media and Entertainment Ad Spends Decrease While Podcast Ad Spends Increase By 20% in 2021

Podcasts have become a relatively popular form of media, and they have managed to create a fair bit of traction over the past decade or so. Famous podcasters have been getting lucrative deals from several different sources, with Joe Rogan being a prime example thanks to this hundred million dollar exclusivity deal with Spotify. Podcasts have also started to be seen as an effective kind of media for ad spends, with their value going up significantly in the past couple of years which saw their popularity soar to new heights.

With all of that having been said and now out of the way, it is important to note that there has been a 14% year on year increase in the number of corporations that are spending ad money on podcasts, and 42% of the companies that incorporated podcasts into their ad spends had done the same in the year prior. This indicates that these companies saw favorable results by investing in podcasts for their advertising needs.

If you were to take a look at a recent analysis conducted by MediaRadar (via IR), you might be able to see that there has been a 20% increase in ad spend amounts for the 500 most popular podcasts currently out there with all things having been considered and taken into account. Home security system providers can get a lot out of spending ads on true crime podcasts for example because of the fact that this is the sort of thing that could potentially end up showing these ads to people that would obviously be rather interested in them.

However, it should be noticed that true crime podcasts saw an 18% decrease in ad spends, although comedy podcasts managed to maintain their revenues from these sources. That suggests that companies are changing their priorities with respect to what podcasts they want their ads to be seen on, and since comedy is an evergreen genre that most people will end up enjoying it’s safe to say that this will be a podcast genre that companies will continue to invest in for a long time.

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