Product Type: Market Research Report
Published by: eMarketer
Published: January 2008
Product Code: R203-549Description The US podcasting industry continues to mature. The listening audience is increasing in size, and along that comes growth in advertising spending tied to podcasts.
The Podcast Advertising report analyzes the trends contributing to the growth of the podcasting audience and the ad dollars that are following.
eMarketer estimates that there was a 285% increase in size of the US podcast audience in 2007, a growth to 18.5 million.
Furthermore, that audience will increase to 65 million in 2012. Of those listeners, 25 million will be “active” users who tune in at least once a week.
With numbers like that, advertisers are starting to take notice.
Key questions the “Podcast Advertising” report answers:
- How fast will the US podcast audience grow over the next five years?
- Will this growth be sufficient to attract new ad spending?
- What are the key factors driving the popularity of podcasting?
- Is there significant potential for business-to-business marketers?
- And many others…
eMarketer Reports—On Target and Up to Date
The Podcast Advertising report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents - Executive Summary
- US Podcast Advertising Spending*, 2007-2012 (millions and % change)
- Key Questions
- The eMarketer View
- Key eMarketer Numbers-Podcast Advertising
- The Podcast Audience
- US Podcast Audience, 2007-2012 (millions)
- US Podcast Audience, 2007-2012 (% of total US Internet users)
- US Weekly and Occasional Podcast Listeners, 2004-2012 (millions)
- Online Activities of US Adult Internet Users, 2006 (% of respondents)
- Online Activities of US Adult Internet Users, February-April 2006 (% of respondents)
- US Online Audio and/or Video Content Downloaders Who Are Monthly Podcast Listeners, June 2006-April 2007 (% of respondents)
- Audience Demographics
- US Podcast Listeners, by Age and Gender, January-February 2007 (% of respondents)
- Demographic Profile of US iTunes Podcast Downloaders vs. Total Adult Internet Users, October 2006 (% of total)
- US Internet Users Who Have Listened to a Podcast in the Past 30 Days, by Age, July 2005-May 2007 (% of respondents)
- Number of Podcasts that US Podcast Listeners Ages 30+ Have Downloaded in the Past 30 Days, by Age, June 2006 & May 2007 (% of respondents)
- Average Number of Titles on MP3 Players among US MP3 Users, by Age, March-May 2007
- Online Activities of US Teen Internet Users, October-November 2006 (% of respondents)
- US Podcast Listeners, by Household Income, January-February 2007 (% of respondents)
- Demographic Profile of US Internet Users, September 2001 & September 2006 (% of population)
- US Population, by Household Income, 2006 (% of total)
- The US Podvertising Business
- US Podcast Advertising Spending*, 2007-2012 (millions and % change)
- Online Advertising Spending by Companies Worldwide, by Format, July 2007 (% of total online advertising spending)
- Online/Mobile Marketing Tactics on which US Marketers Spent the Most Money in 2006 (% of respondents)
- Social Media Marketing Tactics that US Marketing Professionals Plan to Implement, by Timeframe, Q3 2007 (% of respondents)
- Social Media Marketing Applications Used by US Businesses, September 2007 (% of respondents)
- New Media/Consumer-Generated Media Tactics Used by US Marketers, April-May 2007 (% of respondents)
- Online Marketing Tactics Used by Companies Worldwide, July 2007 (% of respondents)
- Marketing Goals that Companies Worldwide Are Trying to Achieve Using Select Online Marketing Tactics, July 2007 (% of respondents*)
- Out of Obscurity
- Awareness and Interest in Podcasting among US Consumers, 2004 & 2007 (% of respondents)
- The Consumer-Electronics Factor
- MP3 Player Shipments in the US, 2006 & 2007 (millions)
- US MP3 Player Households, 2007 & 2012 (millions)
- Worldwide Portable Media Player (PMP) and MP3 Player Shipments, 2005-2011 (thousands)
- US MP3 Player Retail Sales, by Brand, February 2007 (% market share)
- US MP3 Player Owners, by Brand, January 2005-January 2007 (% of respondents)
- Apple iPod Sales, 2002-2007* (thousands of units)
- US Podcast Listeners Who Listen to Podcasts on Portable Devices, 2004-2007 (% of respondents)
- B2B Podcasting
- Online Applications Used in Marketing Programs in the Past Year by B2B Marketers in North America, April-May 2007 (% of respondents)
- Digital B2B Media Used* Most by US B2B Marketers in the Last Year, 2007 (% of respondents)
- Use of Digital B2B Media that US B2B Decision-Makers Will Increase* in the Next Two Years, 2007 (% of respondents)
- Number of IT Podcasts Downloaded by US IT Decision-Makers in the Last Three Months, Q2 2007 (% of respondents)
- Number of IT Webcasts Downloaded by US IT Decision-Makers in the Last Three Months, Q2 2007 (% of respondents)
- Types of Technology Information or Content that US B2B Technology Buyers Most Frequently Pass Along to Co-Workers or Colleagues, February 2007 (% of respondents)
- Most Influental Online Factors on Product/Service Purchases by B2B Professionals in North America, March 2007 (ranking on a scale of 0-7)
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