New research from Advertiser Perceptions, commissioned by Cumulus Media | Westwood One Audio Active Group®, reveals that podcast advertising usage and investment intent has reached an eleven-year high among agencies and marketers . The study, conducted in June 2025 among 302 marketers and media agencies, presents a clear picture of a significant increase in interest and investment in the field.
Insights from the study:
• Dramatic increase in interest and usage: Eleven-year follow-up study shows that agency and advertiser interest and usage in podcast investment has skyrocketed.
• Extensive discussion: Nine out of ten marketers and media agencies indicated that they have discussed podcast advertising for potential investment . Discussions on the subject grew steadily from 2015 to 2019, experienced a slight decline during the pandemic, but surged again in 2022 and have not stopped since.
• Historical high in consideration: Consideration to advertise on podcasts has reached an eleven-year high: 74% of brands and agencies report that they may consider advertising on podcasts . The increase in discretion from 2024 to 2025 (from 65% to 74%) was the largest jump since the post-pandemic surge.
• Sharp increase in spending intent: Intention to spend on podcast advertising jumped to 69%, an eleven-year high . In 2015, only 10% of brands and agencies expressed an intention to advertise on podcasts in the next six months. In June 2025, this figure stands at 69% – a 7-fold increase .
• Growing presence: 78% of agencies and advertisers now advertise on podcasts , a 5x increase since the first IAB Podcast Upfront event in 2015. This is a huge jump from 59% the previous year.
A good start, but still not enough: Despite these encouraging figures indicating an increase in investment and usage, the article notes that podcast advertising budgets are still “microscopic.” Magellan’s “Podcast Advertising Benchmark Report” for Q1 2025 reveals that marketers spent just $300,000 per month on podcasts ranked in the top 500. New advertisers spent an average of just $42,100, an amount that provides about 2.1 million impressions – far less than what is needed to build a brand and generate significant sales impact (for example, Upwave’s brand impact study requires at least 5 million impressions).
“Ernie Semsky’s 5% Solution”: A Call to Action for Brands The article emphasizes that it is time for brands to take podcasting investment seriously and allocate 5% of their digital budgets to this area . The “5% Solution” was created by Ernie Semsky, the legendary media executive at BBDO, who recommended that brands dedicate 5% of their media budgets to the then-emerging cable medium to create significant impact. Samsky predicted correctly, and his brands have benefited greatly from adopting a bold and strong stance in a new and growing medium – an important lesson for today’s marketers.
The article was written by Pierre Bovard, Chief Insights Officer of Cumulus Media | Westwood One Audio Active Group®.
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