iab-2020年美国播客广告收入调查报告（英文）-35页_791kb

US Podcast Advertising Revenue Study Summary

Core Content

This document presents the findings of the IAB US Podcast Advertising Study, conducted in 2020. It includes detailed insights into the growth of podcast advertising revenue in the United States, with a focus on the impact of the 2020 COVID-19 pandemic and growth projections for the years 2020–2022. The study is prepared by PricewaterhouseCoopers (PwC) and supported by various industry sponsors.

Main Points

2020 Revenue Growth and Impact

• 2020 Forecast: Despite the impact of the COVID-19 pandemic, the US podcast advertising revenue is expected to grow by 14.7%.
• 2019 Revenue: In 2019, the total market revenue reached $708.1 million, marking a 48% year-over-year (y/y) increase from $479.1 million in 2018.
• Q1–Q2 2020 Impact: The first half of 2020 saw a reduction in revenue due to cancelled or paused campaigns, which were primarily caused by the pandemic.
• Rebound in Q3–Q4 2020: Podcast advertising revenue is expected to recover in the third and fourth quarters of 2020.

Growth Projections (2020–2022)

• Pre-COVID-19 Projections: Before the pandemic, the study expected 55% y/y growth in 2021 and 36% y/y growth in 2022.
• 2020 Adjusted Growth: The 14.7% growth for 2020 was calculated by adjusting the original 29.6% growth rate from the annual survey with a 11.5% decline due to the impact of the pandemic.

2019 Revenue Highlights

• Buy Trends: There was a shift from scattered advertising to annual buys, with annual buys increasing to 47% and scattered advertising declining to 21% of total ad buys.
• Content Genre: News was the leading content genre for podcast advertisers, capturing 22% of total ad revenues in 2019.
• Ad Types: Host-read ads accounted for 66% of podcast ad revenues in 2019, showing their continued popularity.
• Campaign Types: Direct response advertising represented 54% of podcast ad revenues, indicating a strong focus on measurable outcomes.
• DTC Subcategories: Health & Wellness and Home & Appliance were the largest Direct-to-Consumer (DTC) subcategories.
• Placement Trends: 74% of ad revenues were generated through mid-roll placements, while 44% of ads were 31–60 seconds in length.
• Pricing Models: Series Ownership as a pricing model increased to 10% in 2019.

Key Industry Insights

• Adaptability: Podcast advertising is considered more resilient to the economic disruptions caused by the pandemic due to its flexible and agile format.
• Consumer Trends: The News genre gained greater adoption by consumers in 2020, which contributed to the resilience of podcast advertising.
• DTC and Financial: These categories continued to dominate ad investment, showing strong market performance even during the pandemic.
• Creative Shift: Marketers shifted creative messaging in Q1 and Q2 2020, moving away from tone-deaf performance tactics to more relevant and audience-focused content.

Study Scope and Methodology

• The study includes data from 19 companies for the annual survey and 17 companies for the COVID-19 impact survey.
• Data Sources: Information is collected directly from podcast companies that generate ad revenue, with aggregate results published and individual company data kept confidential.
• Methodology: The methodology is similar to the long-standing internet advertising revenue reporting process, used since 1996, and includes quantitative surveys and market sizing based on self-reported data and reasonable estimates.

Definitions and Survey Options

The study provides clear definitions for key terms, including:

• Delivery Mechanism:

  • Dynamically Inserted Ads
  • Edited-In / Baked-In Ads

• Campaign Type:

  • Direct Response Ads
  • Brand Awareness Ads
  • Branded Content
  • Product Placement

• Ad Type:

  • Host-read Ads
  • Announcer-read / Producer-read Ads
  • Other Publisher Produced Ads
  • Supplied Ads (Client/Brand or Agency Produced)

• Buy Type:

  • Annual
  • Quarterly
  • Remnant / Transactional / Scattered
  • Programmatic
  • Other

• Pricing Model:

  • Series Ownership
  • Cost per Thousand (CPM)
  • Cost per Acquisition (CPA)
  • Flat Fee

• Placement:

  • Pre-roll
  • Mid-roll
  • Post-roll

• Content Genre:

  • Arts, Business, Comedy, Education, Fiction, Government, History, Health & Fitness, Kids & Family, Leisure, Music, News, Religion & Spirituality, Science, Society & Culture, Sports, Technology, True Crime, TV & Film, Other

• Industry Category:

  • Arts, Entertainment & Media, Automotive, Beverage, B2B, CPG, Professional Services, Financial Services, Pharmaceuticals, Retail, Telecommunications, Travel & Tourism, Other

• Direct-to-Consumer (DTC) Category:

  • Alcohol / Beer / Wine, Apparel / Fashion, Baby Care / Parenting, Consumer Electronics, Education, Financial, Food & Beverage, Health / Wellness, Hobbies / Lifestyle, Home and Appliance, Pets, Personal Care (and Beauty), Travel & Hospitality, Other

About the IAB and PwC

• The IAB is a trade association that supports the media and marketing industries in the digital economy, with over 650 members.
• PwC provides consulting and advisory services to TMT companies, offering industry expertise and global resources.
• The study is not audited, and no assurance is given regarding the accuracy or completeness of the data.

Contacts

• IAB:

  • Susan (Sue) Hogan – SVP, Research and Analytics – Sue@IAB.com
  • Zoe Soon – VP, Consumer Experience Center – Zoe@IAB.com
  • Chris Bruderle – Sr. Director, Research & Analytics – Chris@IAB.com

• PwC:

  • David Silverman – Partner, Assurance Services – david.silverman@pwc.com
  • Stephen Krasnow – Manager, Advisory Services – stephen.krasnow@pwc.com

Disclaimer

• The IAB and PwC have not independently verified or audited the data.
• The report is for general information only and not a substitute for professional advice.
• The study does not include revenue generated outside the United States.