Given podcast listeners are typically attentive and engaged, this medium allows advertisers to connect with receptive audiences. Yet podcast advertising only represents 0.2% of total ad budgets. Now is the time for podcasts to truly shine.
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Commercial radio listening fell modestly from Q3 to Q4 to 39.9m, but listeners still grew by 2% year on year.
Commercial audiences helped drive 1.6% growth in total radio listening in Q4 as Global capped off a strong year of growth despite a milder quarter for listening.
The presenter was absent for much of Q4 amid a successful cancer treatment, but the popular breakfast show managed to grow listeners and remain the top commercial broadcast in its timeslot.
Total share of digital listening fell in Q4 and ended roughly flat year on year, according to the latest Rajar figures.
“Making Every Journey Matter for 25 Years” was created in collaboration with VCCP and Wavemaker UK, and will run throughout the year.
Initiative aims to provide safe spaces for leaders to freely discuss key challenges and changes.
VCCP Media sought to take advantage of last-minute Christmas shoppers via radio and OOH activations in London alongside national display and social activity.
A greater number of marketers cut spend in audio, video, OOH and publishing in Q4, according to the latest IPA Bellwether Report.
The acquisition steps up competition with rival Global, which moved into OOH in 2018.