iHeartPodcast Network leads ad spend growth in latest Podsights Benchmark Report

ARN’s iHeartPodcast Network Australia continues to be the market leader in advertiser effectiveness, according to the Q2 Podsights Benchmark Australian Report.

The report found ARN was performing significantly above global benchmarks, and through its partnership with Podsights was setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast Network’s audiences.

The report looked at data gathered between April 2022 and March 2022.

According to the report’s findings, the iHeartPodcast Network Australia recorded 5.8 million listeners in March 2022, with  25.8 million downloads, equating to an average of 4.5 downloads per listener.

The conversion rate, referring to the percentage of listeners who visit a brand’s website or app after being exposed to an ad, was 145% higher on ARN’s iHeartPodcast Network Australia compared with the Podsights global average.

In addition the number of impressions between January 2022 to March 2022 had doubled (+110%) year on year, with an 81% increase in expenditure.

The report also found advertisers continue to use premium real estate in products, with 93% of podcast advertising campaigns utilising either the pre or mid roll.

ARN’s head of digital audio Corey Layton said: “Podcasts continue to lead the way with the highest levels of engagement. The quarterly benchmark report continues to highlight it’s a myth that podcasts can’t be measured and that ARN’s iHeartPodcast Network Australia is leading the way performing 70% higher than the global average.”

Director of partnerships at Podsights Matthew Drengler said: “The latest Australian Benchmark Report continues to demonstrate the strength of the Australian podcast market. The growth in ad spend is testament to the growth of the medium and strength in how listeners are engaging with podcast advertising messages.”


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