Background
Survey Scope & Methodology
Executive Summary
Study Findings
Year-on-year growth
Year-on-year growth trends
Quarterly trends
Three year forecast
Revenue by Campaign Type
Revenue by Ad Type
Revenue by Buy Type
Revenue by Pricing Model
Revenue by Delivery Mechanism
Revenue by Content Genre
Revenue by Industry Category
Glossary of Relevant Advertising Terminology
About
Contact
Outline
FY 2017 Podcast Ad Revenue Study, June 2018The Podcast Advertising Revenue Study was initiated by the Interactive Advertising Bureau’s (IAB)
Audio Industry Working Group in 2017. This study utilizes data and information reported directly from
companies selling advertising on podcast platforms. The results reported are considered to be a
reasonable measurement of podcast advertising revenues because much of the data is compiled directly
from the revenue generating companies.
Background
About the Podcast Advertising Revenue Study
FY 2017 Podcast Ad Revenue Study, June 2018Survey scope
The Podcast Advertising Revenue Study is part of an
ongoing IAB mission to provide a barometer of podcast
advertising growth.
To achieve differentiation from existing estimates and
accomplish industry-wide acceptance, key aspects of
the survey include:
Obtaining revenue data directly from companies
generating podcast (publishers and advertising
networks) advertising revenues;
Acquiring supplemental and non-participating
company data and applying a conservative revenue
estimate;
Designing the process to maintain participant
anonymity and only release aggregate data;
Excluding podcast advertising revenues generated
outside of the United States.
Methodology
The methodology employed here is similar to the
methodology that has been used to conduct the half-year and
full-year internet advertising revenue report since 1996.
The reporting process includes:
Compiling a database of the largest podcast advertising
revenue generators, which are believed to make up a
significant portion of the overall market;
Conducting a quantitative mailing survey with leading
industry players, including podcast publishers and
ad networks;
Requesting and compiling several specific data items,
including quarterly net commissionable advertising
revenue by delivery mechanism, advertisement type,
campaign type, buy type, pricing model, podcast content
genre, and advertising industry category;
Performing a podcast advertising market sizing to deliver
a reasonable estimate of the market in the United States,
inclusive of non-survey participating companies;
Analyzing the findings, identifying and reporting key
trends.
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FY 2017 Podcast Ad Revenue Study, June 2018
Survey Scope & Methodology
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