B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
33%
33% -- brand suitability solution adoption rate for US podcast advertising industry (2023)
According to the IAB U.S. Podcast Advertising Revenue Study 2023, utilization of brand suitability solutions grew YoY from a baseline of 33% to 62%.
- Represents the prior-year baseline in a YoY growth comparison to 62%
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
33%
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 33% to 62%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US podcast advertising industry: 33% brand suitability solution adoption rate. Source: IAB / PwC (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/podcast-brand-suitability-adoption-2023
HTML Embed
<blockquote cite="https://lighthousedata.io/data/podcast-brand-suitability-adoption-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>33%</strong> -- brand suitability solution adoption rate for US podcast advertising industry<br><small>Source: IAB / PwC (2023) · <a href="https://lighthousedata.io/data/podcast-brand-suitability-adoption-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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