IAB-2020年美国播客广告收入调查报告（英文）-2021.5-35页_796kb

US Podcast Advertising Revenue Study Summary

Core Content Overview

This document provides a detailed analysis of the US podcast advertising revenue landscape, including historical data from FY 2019, 2020 growth projections, and the impact of the COVID-19 pandemic on the industry. The study is conducted by the Interactive Advertising Bureau (IAB) in collaboration with PricewaterhouseCoopers (PwC), and the data is collected through self-reported information from podcast companies.

Key Findings

2020 Revenue Growth

• Expected growth: US podcast advertising revenue is projected to increase by 14.7% in 2020, despite the challenges posed by the COVID-19 pandemic.
• Market size: Revenue is expected to approach $1 billion, with $708 million in ad revenue reported in 2019.
• Revised forecast: The 14.7% growth rate was calculated by adjusting the initial 29.6% forecast for 2020 with a -11.5% decline due to the pandemic.

2020-2022 Growth Projections

• Pre-COVID-19 projections:
  • 2021: Expected to grow by 55% year-over-year
  • 2022: Expected to grow by 36% year-over-year
• These projections were based on data from the annual survey before the pandemic and were not adjusted for 2021 and 2022 due to the lack of updated data.

FY 2019 Highlights

• Total revenue: US podcast advertising revenue reached $708.1 million in FY 2019, up 48% from FY 2018’s $479.1 million.
• Top content genres:
  • News was the leading content genre, capturing 22% of total ad revenue.
• Ad types:
  • Host-read ads accounted for 66% of total podcast ad revenue in 2019.
• Ad placements:
  • Mid-roll ads represented 74% of ad revenue.
• Spot lengths:
  • 44% of spot lengths were between :31 and :60.
• Pricing models:
  • Series Ownership increased to 10% in 2019.
• Buy types:
  • Annual buys doubled to 47% in 2019, while scattered advertising declined to 21%.

Advertiser Verticals

• Retail (DTC) and Financial Services continued to dominate podcast ad investment.
• Direct response advertising made up 54% of podcast ad revenues.
• Top DTC subcategories:
  • Health & Wellness
  • Home & Appliance

Methodology and Scope

• The study is conducted annually by PwC and is part of the IAB’s ongoing mission to track podcast advertising growth.
• Two surveys were used:
  • Annual Podcast Survey: 19 companies responded, providing data on 2019 revenues and 2020-2022 forecasts.
  • COVID-19 Impact Survey: 17 companies responded, offering insights on how the pandemic affected 2020 ad revenue.
• Data sources: Revenue data was collected directly from companies generating podcast ad revenue.
• Anonymity: Only aggregate data is published, and individual company information is kept confidential.
• Limitations:
  • PwC does not audit or verify the data.
  • Data is based on self-reported information and may not be fully accurate or complete.
  • Revenue outside the United States is not included in the study.

Definitions and Survey Options

The report includes definitions and survey options for key terms such as:

• Delivery Mechanism: Includes dynamically inserted ads and baked-in/edited-in ads.
• Campaign Type: Includes direct response, brand awareness, branded content, and product placement.
• Ad Type: Includes host-read, announcer-read, and other publisher-produced ads.
• Buy Type: Includes annual, quarterly, remnant/transactional/scattered, and programmatic buys.
• Pricing Model: Includes series ownership, cost per thousand, cost per acquisition, and flat fee.
• Placement: Includes pre-roll, mid-roll, and post-roll.
• Content Genre: Includes news, health & fitness, entertainment, and more.
• Industry Category: Includes retail, financial services, and consumer packaged goods.
• Direct-to-Consumer (DTC) Industry Category: Includes health & wellness, home & appliance, and retail DTC.

Sponsors

The study was supported by the following sponsors:

• ABC Audio
• AdsWizz
• AudioBoom
• Authentic
• DAX
• Entercom
• Market Enginuity
• Megaphone
• Midroll Media
• National Public Media
• Slate
• Spotify
• Vox Media Podcast Network
• WarnerMedia
• Westwood One
• Wondery

About IAB and PwC

• The IAB is a trade group that supports the media and marketing industries in the digital economy, with over 650 members.
• PwC provides advisory and assurance services to TMT companies, with a focus on digital advertising and market trends.
• The study is intended to provide a general overview and is not a substitute for professional advice.

Conclusion

The US podcast advertising industry showed resilience during the pandemic, with a revised growth forecast of 14.7% for 2020. Despite challenges in Q1 and Q2, the market rebounded in Q3 and Q4. The study highlights the growing importance of podcast advertising in long-term marketing strategies, with a notable shift toward annual buys and the dominance of host-read ads and news content. The data is based on self-reports and aggregate analysis, emphasizing the need for further industry-wide verification and standardization.