B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
44%
44% -- brand safety solution adoption rate for US podcast advertising industry (2023)
According to the PwC and IAB U.S. Podcast Advertising Revenue Study 2023, the baseline adoption rate for brand safety solutions before increasing to 69% YoY was 44%.
- Represents the baseline year-over-year adoption rate (prior year) reported in the 2023 study
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
44%
Unit
Percentage
Data Vintage
2023
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB / PwC
Primary
Tier A
https://www.magellan.ai/news-insights/magellan-ai-sounder-strategic-partnership-for-podcast-brand-sa… ↗
Source Article
Magellan AI & Sounder: Strategic partnership for podcast brand safety | Magellan AI — Podcast advertising analytics
Case study
Research
Press release
Product update
Magellan AI and Sounder partner to offer brand safety and suitability verification for podcast campaigns.
November 2023
New York, NY – [November 15, 2023] – Magellan AI, the world's largest podcast advertising database, has announced its strategic par…
Original Research
IAB / PwC
· Original study ↗
Methodology
From PWC and IAB U.S. Podcast Advertising Revenue Study 2023; adoption nearly doubled YoY from 44% to 69%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US podcast advertising industry: 44% brand safety solution adoption rate. Source: IAB / PwC (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/podcast-brand-safety-adoption-2023
HTML Embed
<blockquote cite="https://lighthousedata.io/data/podcast-brand-safety-adoption-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>44%</strong> -- brand safety solution adoption rate for US podcast advertising industry<br><small>Source: IAB / PwC (2023) · <a href="https://lighthousedata.io/data/podcast-brand-safety-adoption-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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