Advertiser Interest In Podcast Advertising Reaches Record High.

Advertiser and agency interest in podcast advertising has reached its highest level in 12 years, with 93% of marketers and media agencies saying they have discussed podcast advertising as a potential media investment, according to new research from Advertiser Perceptions commissioned by the Cumulus Media | Westwood One Audio Active Group.

The June 2026 study of 300 marketers and media agencies found that podcast advertising consideration and spending intentions have surged, with 75% of respondents saying they are likely to consider podcast advertising in the next six months and 74% saying they definitely would advertise in podcasts during that period. In addition, 76% of advertisers and agencies said they are currently advertising in podcasts.

The latest findings represent a significant increase from 2015, when the research first began. At that time, only 10% of brands and media agencies said they intended to advertise in podcasts within six months. The current 74% spending-intention figure represents more than a sevenfold increase over the past 12 years.

The research, writes Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group, also shows that podcast advertising has become a more common topic among marketers and agencies.

Discussion of podcast advertising grew steadily between 2015 and 2019 before declining during the pandemic as advertisers reassessed media investments. Those conversations rebounded in 2022 and have continued to grow, reaching current levels where nine out of 10 marketers and agencies have discussed podcast advertising as a potential investment.

The percentage of advertisers and agencies currently using podcast advertising has also expanded considerably. In 2015, podcast advertising adoption was in its early stages, but by 2026, 76% of respondents said they currently advertise in podcasts, representing a fivefold increase since the launch of the first IAB Podcast Upfront.

Despite the growing number of advertisers entering podcasting, the research suggests many brands are not yet making substantial financial commitments to the medium. While marketers increasingly say they are using podcasts as part of their advertising strategies, spending levels remain relatively small compared with other digital channels.

Magellan’s Q1 2026 Podcast Advertising Benchmark Report found that marketers spent an average of only $364,000 per month on podcasts ranked among the top 500 shows. The report also found that many new podcast advertisers are entering the category with limited budgets. In the first quarter of 2026, the 1,318 new advertisers tracked by Magellan spent an average of $32,300, a level that researchers said falls short of what is typically required to build brands and generate measurable sales impact.

The findings point to a growing gap between advertiser interest in podcasting and the level of investment being made in the platform. While podcast advertising has gained broader acceptance among agencies and brands, the industry now faces the challenge of encouraging marketers to make larger commitments.

The Cumulus Media | Westwood One Audio Active Group began tracking advertiser sentiment toward podcast advertising in 2015, ahead of the first Interactive Advertising Bureau (IAB) Podcast Upfront Showcase. The event was created to introduce advertisers and media buyers to emerging podcast programming and highlight podcasts as a platform for reaching consumers.