--- title: How to advertise on a podcast date: 2026-09-27T20:52:00+01:00 author: "jonny@ipopdigital.com" canonical_url: "https://www.allisland.media/insights/how-to-advertise-on-a-podcast" section: Insights --- /[Back to Insights](https://www.allisland.media/insights) # How to advertise on a podcast Podcasts reach 43% of UK adults every month, and 44% of listeners say they have bought something after hearing a podcast ad. Date27 September 2026 Read time5 minutes ![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2712/Joe-Hart-YouTube-Thumb.webp) **Podcasts reach 43% of UK adults every month, and 44% of listeners say they have bought something after hearing a podcast ad. Yet podcasts still attract less than 5% of UK audio advertising spend. For brands that move now, that gap is an opportunity.** Podcast listening is no longer a niche habit. It is part of the daily routine for millions of people: on the commute, at the gym, walking the dog. Crucially, listeners choose what they hear and give it their full attention. Few other media can say the same. ## Why podcasts work for advertisers The most comprehensive study of UK podcast advertising to date, [The Advertising Landscape UK](https://ppc.land/uk-podcast-ads-beat-tv-on-reach-and-44-of-listeners-bought-something/) from Sounds Profitable and Sound Insights (May 2026), surveyed more than 5,000 UK adults. Its findings make a compelling case: - **It is a daily habit.** 56% of monthly listeners tune in every day or almost every day. - **People remember the ads.** 79% of listeners recalled hearing a podcast ad in the past week. - **It drives sales.** 44% have made a purchase after hearing a podcast ad. That is ahead of radio, YouTube and broadcast TV on the same measure. - **It is trusted.** Listeners rated podcast ads as coming from a trustworthy source more often than ads on radio, broadcast TV or YouTube. - **Listeners act.** Many search for the brand afterwards, talk about it with friends, visit its social channels or note down a promo code. Listeners also accept advertising as part of the deal. Edison Research found that 83% of weekly UK podcast listeners agree that hearing ads is a fair price to pay for free content. ## Who is listening Podcasts reach a broad, valuable audience: - **Younger adults.** Podcasts now reach more 18 to 24 year olds each month than broadcast TV does. - **The 35 to 54 age group.** This is the most engaged group of all, with 61% listening daily or almost daily. They over-index on news, current affairs and business content. - **Higher earners.** Listeners are almost twice as likely as non-listeners to have a household income of £60,000 or more. In short, podcasts reach people who are hard to reach elsewhere, at a moment when they are listening closely. ## The formats available There is no single way to advertise on a podcast. The right approach depends on your goals, budget and how closely you want to be associated with a show. FormatWhat it isBest forPre-rollA short advert at the start of an episodeBrand awareness and reaching every listener who presses playMid-rollAn advert in the middle of an episodeMaximum attention, as listeners are already engagedPost-rollAn advert at the end of an episodeA strong call to action for the most committed listenersHost readThe presenter reads your message in their own wordsTrust and credibility, borrowing the host's relationship with the audienceSeries sponsorshipYour brand is attached to every episode of a seriesLong-term brand association and ownership of a topicBrand activationCompetitions, giveaways and listener offers built into the showEngagement, data capture and measurable response**Pre, mid and post-roll adverts** are the building blocks. They can be pre-recorded by your own team or read by the host. **Host reads** are where podcasts really come into their own. When a presenter the audience knows and trusts talks about your brand, it feels like a recommendation rather than an interruption. **Full series sponsorship** gives your brand ownership of a show. Your name is heard in every episode, and you become part of the listening experience rather than a break from it. **Brand activations** turn listeners into participants. A competition or giveaway gives the audience a reason to act and gives you something to measure. ![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2709/Pod-artwork-refresh-warm-up_2026-09-27-194945_qyzm.webp) ## How other brands have done it The same UK study shows that brands which committed early to podcasting now enjoy strong recognition among listeners. Examples include: - A mattress brand that spread its activity across four hosts now has unaided recall among 38% of UK podcast listeners. - An investment app that sponsors daily news and business shows has reached 31%. - A pet food brand that became the exclusive sponsor of a single host on a leading sports podcast has reached 24%. The lesson is clear. Consistency and the right host matter more than sheer volume. The brands that start now will be harder to catch later. ## Advertise on our podcasts All Island Media produces three original podcasts, each with a loyal and engaged local audience: - **The Sports Podcast** covers the people, teams and moments that matter in Island sport. - **Inside the Investigation** goes behind the headlines on the stories shaping Jersey. - **The Interview** features in-depth conversations with the people making a difference in the Island. Every format described above is available across our shows, from a single host read to a full series sponsorship. Our team can also build a campaign that combines podcast advertising with our print, digital, social and email channels, so your message reaches Islanders wherever they are. **Talk to our team about advertising on our podcasts.** ## Share - [Facebook (opens in a new tab)](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.allisland.media%2Finsights%2Fhow-to-advertise-on-a-podcast) - [LinkedIn (opens in a new tab)](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.allisland.media%2Finsights%2Fhow-to-advertise-on-a-podcast) /Insights ## Trusted content. *Engaged audiences.* Real reach. Stories and perspectives from across our island media network. - Jersey Evening Post - Connect Magazine - Bailiwick Express Jersey - Jersey Distribution - Bailiwick Radio - Bailiwick Express Guernsey [](https://www.allisland.media/insights/why-jersey-is-primed-for-multimedia-advertising)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/3019/Podcasts.webp) +Sept 27, 2026### Why Jersey is primed for multimedia advertising Jersey is one Island with several very different media habits. The brands that win here are the ones that reach every generation on the channel it trusts most. Read insight [](https://www.allisland.media/insights/how-sport-can-reach-everyone)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2624/ROBBIEDARKPHOTO-7061.webp) +Sept 27, 2026### How sport can reach everyone Our coverage of Team Jersey at the Glasgow 2026 Commonwealth Games reached 326,000 views. That is more than three views for every person living in the Island. Read insight [](https://www.allisland.media/insights/the-power-of-local)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/3508/MFH02079.webp) +Sept 27, 2026### The Power of Local How local trust drives growth for Jersey's finance and professional services sector Read insight [](https://www.allisland.media/insights/why-staying-visible-matters)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2649/Hero-3.webp) +Sept 22, 2026### Why staying visible keeps your business front of mind Why visibility matters Read insight ←→ /Campaigns ## How we help local businesses. *Succeed.* Every campaign starts with a goal. Explore our latest case studies to see how we combine trusted journalism, high-performing digital channels and targeted audio to deliver campaigns that perform. [](https://www.allisland.media/campaigns/jersey-names-its-ferry)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2809/42428571.webp) We helped DFDS invite the whole Island to name its new ship. The campaign drew nearly 1,000 name suggestions, more than 700 votes and thousands of new sign-ups to DFDS's email database. The winner: Corbière Seaways. AIM ### Jersey names its ferry View campaign [](https://www.allisland.media/campaigns/a-race-day-run-by-children)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2791/42084513.webp) Together with Les Landes Racecourse, we created and promoted its first ever Family Day, a race meeting run entirely by children. It was such a success that it is now a permanent fixture on the calendar. AIM ### A race day run by children View campaign [](https://www.allisland.media/campaigns/el-tico-and-the-power-of-print)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2774/41688493_2026-09-27-200427_sgqp.webp) A simple 2-for-1 offer, kept exclusively in the Jersey Evening Post, turned a quieter season into a long-running success. El Tico's offer is now a regular feature in the paper. AIM ### El Tico and the power of print View campaign [](https://www.allisland.media/campaigns/how-aurigny-filled-a-plane-with-one-email)![](https://www.allisland.media/assets/images/_1600xAUTO_crop_center-center_82_none/2680/EDABL-Seafront-Sunday-4.webp) A single dedicated email to our subscribers generated enough bookings to fill an entire Aurigny flight to Guernsey for Seafront Sunday. AIM ### How Aurigny filled a plane with one email View campaign ←→ /FAQ's ## Got questions? We've got the answers. Here's some more general frequently asked questions. You'll find more specific FAQs on the respective pages. [Talk to our team ](#contact) What services does All Island Media offer?Our network brings together digital advertising, sponsored content, email marketing, print and social media. Can I advertise across more than one platform?Campaigns can combine multiple platforms. Talk to our team about the channels that suit your audience and objectives. How do I choose the right audience?Start with your campaign objectives and the people you want to reach. Our team can help you explore the available options. Can you help with campaign planning?We can discuss your brief and help plan a campaign across the media network. How do I get started?Use the contact details below to get in touch with our team and discuss your campaign.