Sound investment: 78% of advertisers now actively advertise in podcasting

Here’s the thing:

Are the ad breaks in your favorite podcasts feeling a little longer lately? You’re not imagining it. Podcast advertising is booming, with spending reaching an 11-year high in 2025, according to the latest annual report from Cumulus Media and Signal Hill Insights.

This surge reflects a clear shift in marketer sentiment: 78% of marketers surveyed now advertise in podcasts, up from 59% just a year ago.

Data debrief:

The report tracks audience growth, listening behavior and ad investment trends. June 2025 survey results across 302 media agencies and marketers reveal a steady climb in intent and action:

• 69% say they would definitely advertise in podcasts in the coming six months (vs. 60% in 2024)
• 74% would strongly consider advertising in the next six months (vs. 65% in 2024)
• 91% have discussed podcast ads as a potential investment (vs. 84% in 2024)

Meanwhile, listener behavior shows that podcasting isn’t just growing, it’s sticking. As part of the report, a parallel survey conducted in April 2025 of 603 U.S. adults who spent at least one hour listening to or watching podcasts found:

• 75% of respondents go back and listen to episodes they’ve missed (vs. 67% in 2024)
• 74% listen to an average of three distinct podcast titles per week (vs. 56% in 2024)
• 54% use Spotify the most to access and listen to podcasts (vs. 47% in 2024)

Why it matters:

Marketers’ growing confidence in the medium’s effectiveness and reach suggests podcasting is no longer a test-and-learn channel but a core part of the media mix. As podcast consumption increases across key demographics, these latest findings indicate advertisers are leaning into the opportunity with renewed urgency.