iHeartPodcast Network continues to outperform global benchmarks: Podsights report

Findings from the Q3 Podsights Benchmark Australian Report show ARN’s iHeartPodcast Network Australia continues to be a market leader in advertising effectiveness, with conversion rates outperforming global standards by a significant margin.

Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast Network’s audiences.

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

• iHeartPodcast Network’s advertising conversion rates continue to be higher than social and digital channels including Facebook, Twitter and more.
• Australian campaigns are getting bigger, with ad spend up 54% year on year.
• When breaking down global conversion rates by industry, retail, education and fashion categories experienced the strongest Q3 attribution results.
• 81% of Podcast campaigns placed advertising in either the pre or mid-roll spots, with mid-rolls outperforming pre-roll conversion rate by 4%.
• iHeartPodcast Network Australia recorded 5.4 million listeners in September 2022, resulting in 24.8 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 “Australian podcast campaigns continue to drive higher conversion rates that set the global standard. It’s a testament to the execution of our creative and talent voiced campaigns that outperform other social and digital channels.”