Podcast Upfront: Agencies Urged To Look Beyond Big Shows.

Podcasting’s place in the media mix is no longer in question, but at the IAB Podcast Upfront 2025 this week, a consistent message emerged: advertisers must move beyond marquee shows and adopt measurement tools that demonstrate how audio competes directly with other media.

For media planners managing multiple clients and platforms, workflow remains a major barrier. Prashant Nayar, VP of Analytics at VaynerMedia, recalled the early days of Nielsen’s Media Impact platform, which allowed planners to compare audiences across television, digital video, and social channels. Podcast data has been integrated into buying systems, he noted, but not yet fully optimized.

“Podcast is such a growing industry — it’s going to be a multibillion-dollar industry,” Nayar said, according to Podcast News Daily. “But media planners at agencies are strapped for time, and they need help. It is critical to get the podcast data integrated. We need more podcast data in there if you want to convince advertisers to get more dollars flowing into this medium.”

The Upfront emphasized that for podcasts to be treated as a primary medium rather than a testing line, agencies need cross-platform tools that quickly demonstrate reach, frequency, and incremental lift. Creative execution also remains central to campaign success. Maria Tullin, Managing Director of Performance Audio at Horizon Media, said not all impressions are equal: host reads drive higher response rates, while run-of-network or announcer reads can deliver greater cost-per-order efficiency.

“Just because something’s cheaper doesn’t make it better,” she said. “There’s a place for both, depending on your goals.” Scott Davis, Senior VP of Sponsorships at NPR, added that creative must align with the environment and audience. “Trust is a key part that drives success, regardless of how the campaign is measured,” he said.

Measurement is evolving beyond audio-only attribution. Horizon’s Intersect model now integrates pixel-level data across podcasts, streaming audio, radio, and even CTV, helping demonstrate that audio can match or outperform other channels. NPR’s integrated campaign with Arm combined custom podcasts with radio and streaming. While all elements performed well, radio delivered the strongest results, underscoring the need to think of “the medium of audio” holistically.

Many advertisers enter podcasting via high-profile, celebrity-driven shows, but growth increasingly relies on mid-tier and niche programs, where audience intimacy is strongest. “With mid-tier shows, you’re listening more like a friend,” Tullin said. “That intimacy lends weight to the host’s recommendation.” Horizon blends large, high-visibility shows with mid-tier programs and contextual networks, adjusting flighting based on audience and client goals. Davis noted NPR leverages its brand and audience trust before drilling down to individual shows.

Panelists also highlighted the value of extending podcast partnerships beyond audio. Tullin encouraged advertisers to consider YouTube channels, TikTok accounts, or live events once authenticity is established, though live activations only work when the brand is already naturally integrated into the podcast.

Podcasting now offers reach, influence, and measurable results to justify larger advertiser commitments. Unlocking the next wave of growth will require agencies to fully integrate podcast data, buyers to embrace long-tail and niche shows, and publishers to keep trust at the core of creative execution. “It always comes back to the audience,” said Matt Shapo of the IAB, emphasizing the centrality of listener relationships in driving the medium forward.