Beyond Downloads: Where Podcast Measurement is Headed Next

The popularity and growth of podcasts put the medium on the same footing as other digital media like CTV, social media, streaming audio, and digital video. And now, advertisers are wondering if they can expect the level of unified reporting from podcasts that comes with other channels. They want precision, dashboards, solid analytics, and numbers that prove every dollar is doing its job. As advertisers choose whether or not to invest in podcast campaigns, one question keeps coming up: Are today's tools enough to position podcasts as fully measurable? 

The short answer? They’re a lot closer than most people think.

Podcasts Perform 

Podcast measurement has seen a huge transformation over the years. What used to be considered “hard to measure” is now keeping pace with the level of insight advertisers expect from other digital media. Advertisers are starting to see the shift, too. In fact, 41% of industry professionals say with the right tools and attribution models, podcast impact can be measured effectively. And listener behavior reveals the scope of the advertising opportunity, with 90% of SiriusXM Media podcast consumers saying they've taken any action after hearing a podcast ad.

Podcasts (and their hosts) create trust with listeners like no other channel, making engagement both measurable and meaningful. The bond listeners and views feel with hosts drives action and emotional connections for brands. One in three listeners feel more trust towards brands who sponsor their favorite podcasts repeatedly, reinforcing the power of a brand's repeated presence in a trusted environment like podcasts. And discovery plays a part here, too. One in five listeners say podcast ads have helped them discover some of their favorite brands and products.

Today's measurement solutions capture brand favorability, conversion rates, impression-level data, and so many other behaviors that help advertisers understand not just who listened, but what they did next. And with podcast data now feeding directly into omnichannel dashboards, podcasting fits seamlessly into measurement ecosystems. 

There’s Room to Grow

The truth is, podcasts can’t be measured in the same way other channels can. They are spread across so many different apps, switching from audio, to video, to social, downloaded vs streamed—tracking just isn’t as straightforward. But that's because the medium thrives in an open ecosystem, which allows the audience to access content on their terms. And the metrics that come in reports often underrepresent the role podcasts actually play in the omnichannel journey. But with measurement tools advancing like attribution models and automated log-file integrations, advertisers have a much clearer picture of where their dollars are going—and they’re closing the gap between audience value and brand investments.

Podcasting's value reaches beyond what typically shows up on a dashboard or report. And the numbers are showing that ad investment hasn’t even caught up with the heat of the medium. In fact, podcasting only makes up 0.7% of US ad spend. When you consider that 55% of Americans ages 12 and up are monthly podcast listeners—that’s a massive reach opportunity that many advertisers are missing out on. 

The key is this: podcasts are built on long-form storytelling, host to listener trust, and deep engagement, meaning listeners aren’t just tolerating brands they hear about from their favorite hosts, they value what they’re saying—and brands should lean deeper into that to see exactly how podcast measurement soars beyond your typical data analysis. 

Stay thoughtful in Your Approach

Podcasting should be measured, and now they can be. Today's tools prove that more than ever. But staying realistic about the nature of the medium is essential. More than just clicks, views, and likes, podcasts value lies in the heart of the connection between host and listener. And brand impact is built over time through trust, voice, authenticity, and exposure. 

To connect with audiences and see campaign results, advertisers need to balance impact with intimacy, efficiency with nuance, and reach with relevance. The more intentional brands are about what they measure and why, the more they can tap into podcastings full potential. 

Ready to make a shift in your media ad spend? Let’s talk.

Up for Another Debate? Read on