Nielsen's report on podcasting today highlights several key insights for advertisers. Firstly, Americans now have almost 2.1 million podcast titles to choose from, which has led to increased engagement. This increased engagement is notable for several reasons, including the fact that many consider podcasts to be an "insular medium," yet at-home podcast listening has increased. Additionally, daily podcast listeners are listening more often and to more titles. The report also found that podcast listeners are increasingly resuming pre-COVID activities, with 83% of Americans more likely than the general population to resume these activities, including shopping for groceries and dining out at restaurants. This positive sentiment has translated into action, with 65% of restaurateurs saying they have resumed some normal activities, while 75% say they have resumed most of their normal activities. Advertisers should take note of these trends and consider podcasting as a viable medium for reaching their target audience.
