Podcast Advertising Spend Estimated to Reach $80 Million this year

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Online advertisers and marketers are paying serious attention to this new ‘anywhere, anytime’ channel. eMarketer projects that spending on podcast advertising will reach $80 million this year and $300 million by 2010.

Internet researcher eMarketer forecasts that the total US audience for podcasts could reach 25 million by 2008, and perhaps 50 million by 2010.

The number of podcast listeners who have ever listened to or watched a podcast is projected to top 10 million this year and reach 50 million by 2010. Today, many major media outlets, as well as thousands of individuals all over the Web, have their own podcasts, ensuring that niche markets and interest groups are well served.

However, many of these podcast listeners are one-time users, according to the new report. The key to increased spending in this new medium, according to the report, is for these one-time listeners to become regular, active podcast listeners. eMarketer forecasts that the active podcast audience in the US can be expected to reach 3 million this year, 7.5 million in 2008 and 15 million in 2010.


One thought on “Podcast Advertising Spend Estimated to Reach $80 Million this year

  1. This report, which is being quoted endlessly around podcast sites and even within mainstream business news is flawed. It does not understand the evolving (and expanding) nature of what “podcasting” encompasses:

    * Audio
    * Video
    * Broadcast content moving to video podcasting
    * Local/Regional podcast growth (news)
    * Wireless (audio podcast signals are flowing to wireless in test markets now — so, by Year-End?)…

    Who ever wrote the eMarketer report should go back and delve into this deeper. “Podcasting” now slams into a number of converged spaces, and this overly simplistic report should be thrown out. Certainly, it should be put into some context by anyone who is quoting it or hyping it.