Podcast advertising returns to some normalcy in the US, brand campaigns maintain growth

An overview of podcast advertisers, average number of ads per podcast and the prominence of brand advertising and direct response podcast ads in the United States.

Podcast advertising has returned to some level of normalcy in the United States as brand building campaigns become more popular following the coronavirus (COVID-19) outbreak, according to data from audio network Westwood One and podcast measurement company Magellan AI.

Among the top 400 podcasts in the US, the number of unique advertisers reached 666 in June 2020, higher than April's low of 603. This is also higher than the pre-outbreak level seen in January (563) and February (635) and in line with 2019's figures.

The average number of ads per podcast has also recovered since April, reaching 2.9...

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