Podcast Advertising Delivers 4.9 Times ROI and Outperforms Traditional Media, According to New Study

Acast, the world’s largest independent podcast company, and media agency OMD have conducted a comprehensive new study highlighting the effectiveness of podcast advertising as a medium for both brand building and driving sales. The study reveals that podcast advertising not only surpasses other media in brand building but is also highly effective in generating long-term sales. According to the study, podcast advertising delivers 4.9 times the return on investment (ROI), making it one of the most profitable media channels.

Johanna Turner, Nordic Sales Director at Acast, says: “Podcasting has quickly evolved from a niche medium to a significant mass medium. Those of us working with podcasts have long recognized their potential for both sales and brand building, and this study further confirms their effectiveness as an advertising medium. Through our close collaboration with media agencies, we see how podcast advertising is increasingly integrated into our clients’ media strategies, demonstrating the unique ability of the medium to engage and reach the right audiences. Media agencies’ insights and strategic guidance play a crucial role in ensuring the success of our clients’ campaigns, making them invaluable partners in our mission to deliver results.”

The study, conducted by Acast and OMD’s analytics division Annalect, analyzed the Swedish market with a total ad spend of two billion SEK between 2021 and 2023, from six different industries and 32 different advertisers. Of these, approximately 25 million SEK came from podcasts. The results show that podcast advertising provides the highest short-term return on ad spend (ROAS) with a ROAS of 4.2, meaning that every SEK invested in podcasts generates 4.2 SEK in short-term sales. This surpasses social media with a ROAS of 3.6 and radio with a ROAS of 3.5. Podcasts also have the highest long-term return, with a ROAS of 4.9 compared to an average media ROAS of 3.7. This means that every SEK invested in podcast advertising today generates 4.9 SEK in long-term sales.

Jesper Cederäng, Business Development Director at OMD, says: “There has long been a perception among media agencies that podcasts are far from the point of purchase, but with this study, we see how effective podcast advertising is in driving sales. A large part of our work as a media agency is to help our clients identify which media best drive their business forward. The study confirms that podcast advertising not only builds brands but also provides a strong return on investment. This makes podcasts a key channel in our clients’ media strategies.”

The study also shows that podcast advertising is 34% more cost-effective in driving brand awareness compared to average media. Adding podcasts to a mix of TV and online video can increase a campaign’s short-term ROAS by up to 18%. This synergy between different media channels enhances the value of podcasting as a complement in broader media strategies, making it an essential tool for advertisers looking to optimize their ad campaigns.