Distribution of podcast advertising in the U.S. Q4 2018 - Q4 2019, by campaign type
Based on an analysis of podcast advertising data in the top 400 podcasts in the United States, it was found that in the fourth quarter of 2019, brand ads represented 32 percent of advertising occurences in podcasts at that time. In contrast, direct response ads accounted for 60 percent of occurences in the same quarter.