B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
84%
84% -- agencies using podcast advertising for brand awareness for Media agencies (2022)
84% of media agencies use podcast advertising to increase brand awareness according to the IAB Audio Advertising State of the Nation Report 2022.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
84%
Unit
Percentage
Data Vintage
2022
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
IAB
Primary
Tier B
https://www.ranieriandco.com/post/advertising-in-podcasts-vs-music-streaming-what-you-need-to-know ↗
Source Article
Advertising in Podcasts Vs Music Streaming - What You Need to Know
- Zach Kangelaris
Advertising in Podcasts Vs Music Streaming - What You Need to Know
By Zach Kangelaris
As the consumption of podcasts and streamed music continues to grow, brands are unleashing the power of sonic branding. But which ad formats are best for different brands and campaign objectives? …
Original Research
IAB
· Original study ↗
Methodology
Share of agencies using podcast advertising to increase brand awareness; cited from IAB Audio Advertising State of the Nation Report 2022.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Media agencies: 84% agencies using podcast advertising for brand awareness. Source: IAB (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/agencies-podcast-ads-brand-awareness-2022
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<blockquote cite="https://lighthousedata.io/data/agencies-podcast-ads-brand-awareness-2022" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>84%</strong> -- agencies using podcast advertising for brand awareness for Media agencies<br><small>Source: IAB (2022) · <a href="https://lighthousedata.io/data/agencies-podcast-ads-brand-awareness-2022" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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