💥Podchaser Report: How to Engage Senior Executives with Brand-Safe Podcast Advertising

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Today, podcast industry intelligence engine Podchaser reported that advertisers can reach highly engaged senior executives through 91% brand-safe podcast content. Podchaser also found the best content and advertising categories for contextually relevant brand storytelling by exploring senior executive podcasts like Prof G, Pivot, This Week in Startups, Homing In, and Fore Play. This matters because Signal Hill reports that 83% of senior executives have listened to a podcast in the past week, compared to 66% of other monthly listeners. With Podchaser's insights, advertisers can connect with high-earners through podcast conversations that match their brand values and build relevant audience relationships. Brand safety concerns have prevented major brands from investing in podcast advertising, or they have missed their target audience by only buying trending shows. According to Ad Age and Magellan, only 14 of the top 100 US advertisers spent more than $10 million on podcasting last year, less than 0.3% of their total spend. Separately, Podchaser and Magellan found that 44% of US podcast advertising spend goes to the top 500 shows, which only reach 12%. Podcasts are a proven way for advertisers to reach their target audience. Today's report shows that podcast advertisers can reach high-earning senior executives through brand-safe content and in contextually relevant moments with the right ad tech solutions, said Podchaser CEO Bradley Davis. Podchaser found that senior executives' podcasts reach over 28 million young males. Interestingly, 84% of this massive audience is male and 93.5% Millennial. These podcasts allow brands to reach a large audience of young males and high-earning senior executives. Business (26.6%), Tech (13.7%), and News (12.3%) podcasts are most popular among senior executives. Podcaser also found media buyers valuable advertising opportunities by combining categories and considering consumption habits. According to Podchaser, 14.8% of senior executives' favourite podcasts are education (7.5%) and management (7.3%). Signal Hill found that 35% of podcast listeners cite self-improvement as a reason. These stats suggest higher education and personal development brands can reach these audiences. Together, health (6.9%) and fitness (6.6%) podcasts make up 13.5% of senior executive favourites. Signal Hill found 51% of respondents listen to podcasts while exercising. These findings show that health and wellness brands can connect with these listeners. Podchaser found that senior executives listen to podcasts on a variety of topics. Top topics are News (28%), Tech (22%), and Software (19.8). This is followed by Family, Friends, and Relationships (15.5%) and Restaurants, Food, and Grocery (14.2%).

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