The Interactive Advertising Bureau reports this week that 13% of podcast ad dollars last year went to comedy podcasts, making it second only to news podcasts which had a leading 19% share. Nonetheless, comedy is coming out on top as the most listened-to genre according to Edison Research’s tally of top shows during the first quarter.
Edison says podcasts in the comedy category were consumed most by weekly podcast listeners, followed by news, society and culture, true crime, and sports shows. Overall, Edison says 19 genres were identified as having at least one percent reach among those in the U.S. age 18 and older.
“As advertisers increasingly seek to target podcast listeners, it becomes more important to understand the appeal of various genres in the space,” said Edison Research Senior VP Melissa Kiesche.
Edison’s analysis is based on its survey of more than 8,000 podcast listeners aged 18 and older that were conducted during the last four quarters. It asked each participant which shows they had listened to during the past week and then matched the show’s genre to whatever it self-identified as with Apple Podcasts.
See a list of the top 50 podcasts as reported by Edison during the first quarter HERE.