Podcast Advertising to Grow from $80 million to $400 million
According to a report to be released by eMarketer this week, spending on podcasting advertising will quintuple over the next five years, from a paltry $80 million base in 2006 to a $400 million market in 2011. (Granted, this is still on the small side, considering the $20 billion interactive ad market expected this year.)
eMarketer analyst James Belcher is betting that a familiar Web power player will spark much of that growth: Google.
Via MediaWeek
At $10 per cpm, $80 million in advertising translates into 8 billion ad impressions per year and about 22 million per day. If the average podcast with ad inserts has 2 ads, that translates into 11 million podcasts every day.
At $10 per cpm, $400 million in advertising translates into 40 billion ad impressions per year and about 110 million per day. If the average podcast with ad inserts has 2 ads, that translates into 55 million podcasts every day.
February 13th, 2007 at 2:13 pm
First of all no advertising deals in the podcasting space are being done at $10.00 CPM that is a insult if people are accepting deals at that level they are doing themselves a grave injustice.
The CPM deals we have been doing well exceed this number by multiple factors. The audiences are high targeted and highly involved.
February 13th, 2007 at 3:42 pm
Todd,
That’s great to hear. My understanding is that regular radio gets about $5 cpm and TV gets $30 cpm.
I’m sure if you can deliver a highly target demo/audience you can get a lot more. If anyone else has some data on this it would be great to share.
Alex