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• Podcast ad spend increased by 22% year-on-year, but the amount of ads in podcasts has increased by 20%, according to Magellan AI, which has published its Podcast Advertising Benchmarks Report for Q2 2024. The average ad load was 7.19% in Q2/24, up from 5.97% in Q2/23; which suggests that for a typical hour-long show, 4.3 minutes are advertising.
  • That’s still rather less than radio. Fox and Andy in the morning on Audacy’s WCBS-FM New York yesterday morning was 24.1% ads (29 minutes between 7am-9am). Even NPR’s Morning Edition, as aired on WBEZ Chicago, is 7.3% advertising/underwriting. And, in Sydney Australia, 2GB’s breakfast show is 27.1% advertising.
• Google is helping users who haven’t yet migrated their podcast subscriptions out of Google Podcasts by podcasts-subs.png">giving them an extra month to do so.
• Are you a UK podcast company? AudioUK is working on lobbying the new government for tax relief for the podcast and audiobook sector. They need your data, and are running an anonymous survey to collect it.

Read more of today’s podcast industry news stories on the Podnews website: and get our free daily newsletter.

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