Podcast Advertising Punches Above Its Weight in 2025 Media Plans
Podcast advertising may still trail flashier formats like social media and connected TV (CTV), but new data suggests it’s quietly becoming a high-performing staple for North American marketers. According to a fresh report by DoubleVerify (DV), 58% of advertisers say podcast ads outperform their campaign baselines—a strong signal that audio is becoming a serious contender in the performance-driven ad economy.
That figure, while just behind the perceived efficacy of CTV and commerce media networks, points to podcasting’s growing influence in omnichannel media plans. As media buyers look to optimize for both engagement and brand safety, podcasting is proving it’s more than just a niche audio format—it’s a performance channel.
What Marketers Are Buying in 2025
The DV survey, conducted by Sapio Research in March among 400 U.S. and Canadian marketers, reveals a clear picture of where dollars are flowing:
- Social media remains the undisputed leader, with only 3% of marketers expressing disinterest.
- Commerce media networks and CTV follow closely behind.
- AM/FM radio continues to play a major role in traditional audio advertising, with 43% of brands already including it in 2025 media plans, and another 35% planning to buy radio this year.
While only 23% of respondents said they had no interest in buying radio ads, podcasting’s higher-than-expected performance signals a shift in perception—and possibly, allocation.
Audio and the Attention Economy
The report also draws from a parallel survey of 3,000 North American consumers, offering further insight into why audio is gaining steam. With North Americans averaging 3.8 hours of online content consumption per day—surpassing the global average—it’s no surprise that formats like podcasting are finding larger, more engaged audiences.
In the U.S., that number ticks up to 3.9 hours per day, driven largely by the pervasive influence of social media, where 9 in 10 consumers are active. Notably, 23% of users expect to spend even more time on these platforms in the coming year, highlighting a content-hungry audience across formats.
Brand Safety Isn’t Just for Buyers Anymore
Here’s where things get really interesting: consumers care deeply about where ads appear, not just what they say. DV’s report finds that 45% of North American consumers would stop using a brand if its ad appeared next to false, objectionable, or inflammatory content. Nearly as many (43%) would urge friends and family to boycott the brand as well.
This sentiment is strongest among:
- Urban consumers
- Men
- People under age 45
In response, advertisers appear to be getting the message. DV reports that the brand suitability violation rate in North America dropped 15% year-over-year, now at just 4.6%—the lowest globally. In the U.S., it’s even lower at 4.4% (down 17% YoY), compared to 9% in Canada.
And no, podcasting isn’t the culprit when things go wrong. DV points to mobile web display ads as the main source of violations, not audio or podcast formats. That gives podcasting an added halo of safety in the eyes of both advertisers and audiences.
Ad Blocking and the Relevance Mandate
Consumer control over ad experiences continues to rise, with 41% of North American consumers now using ad blockers, according to DV’s data. That means relevance isn’t optional—it’s critical.
“Advertisers must prioritize media quality to ensure their messages are seen and trusted,” DV notes in its report. The rise of hyper-personalized podcast ads, often delivered in a trusted host’s voice, may offer a workaround. Done right, podcasting delivers ads that feel more like recommendations than interruptions.
The Bottom Line
While podcasting may not yet be the centerpiece of every media plan, it’s carving out a strong and steady presence. Its ability to outperform campaign baselines, maintain brand safety, and avoid the pitfalls of interruptive display ads makes it an increasingly attractive option in a fragmented media landscape.
As media buyers search for quality, relevance, and results across channels, podcast advertising is quietly becoming the quiet hero of the 2025 media mix.
