iHeart doubles global benchmarks in latest Podsights report

ARN’s iHeartPodcast Network Australia continues to be the market leader in advertising effectiveness.

That’s according to the latest Q2 Podsights Benchmark Australian Report, which shows it achieved more than double the global benchmark for conversion rates.

The report examines data gathered from April 2021–June 2022. Key findings from the benchmark report and additional analysis include:

• The conversion rate, which is the percentage of listeners exposed to an ad who then visit a brand’s website or app, is 105% higher on ARN’s iHeartPodcast Network Australia compared with the Podsights global average.

• iHeartPodcast Network’s advertising conversion rates continue to be higher than social and digital channels including Google Search, Facebook, Twitter and more

• Advertisers continue to use premium real estate in podcasts, with 93% of podcast advertising campaigns utilising either the pre or mid roll.

• iHeartPodcast Network Australia recorded 5.26 million listeners in June 2022, resulting in 24.4 million downloads equating to an average of 4.6 downloads per listener.

Podsights brings the tools of digital reporting and attribution to podcasts, enabling clients to monitor and measure the effectiveness of podcast advertising in real-time using a specialised dashboard. These capabilities are included in every iHeartPodcast Network Australia campaign;

ARN’s Head of Digital Audio Corey Layton says “The latest Podsights Benchmark report again showcases the power of podcasts, with Australians following through on podcast call to actions twice as much as the rest of the world. Our talent’s colloquial delivery of advertiser messaging continues to perform well above other social and digital channels.”