Podcast ad spending will reach $300 million by 2010, eMarketer says
Podcasting advertising will reach $80 million this year and $300 million by 2010, eMarketer predicts. In addition, the U.S. audience for podcasts could reach 25 million by 2008 and 50 million by 2010.
“The total audience for podcasts has shown meteoric growth, particularly in the U.S.,” said Mike Chapman, eMarketer editorial director and author of the new report “Podcasting: Who’s Tuning In.”
However, many of these podcast listeners are one-time users, limiting podcasting’s value as a marketing tool, eMarketer said. It predicts that the active podcast audience—those who download an average of one or more podcasts per week—will reach only 7.5 million by 2008 and 15 million by 2010.
“Podcasting is not set to become a new mass-market venue, at least for the next half decade,” Chapman said. “By way of comparison, U.S. broadcast radio still reaches close to 200 million Americans.”
However, with the introduction last year of an iPod with a high-quality color screen, and the memory and power to support video playback, video podcasts are now becoming commonplace, Chapman said.
“The appeal of moving images to both consumers and advertisers and the continued evolution of devices like the video iPod mean that videocasts will become the predominant format within the next five years,” he says. “This, in turn, will support further audience growth.”
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